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Over the past year or so, Tinder has been experimenting with creative ways to get people to connect beyond just swiping right. Pandemic or not, it’s hard to take the first step, so why not break the ice by facing a virtual apocalypse with a potential date? Today, Tinder announced that it will be launching its second series “Swipe Night” after its first installment garners the engagement of more than 20 million users.
Tinder launched Swipe Night in 2019 as an interactive ‘choose your own adventure’ story at a time when the app had seen a drop in one of its user engagement metrics and a drop in revenue. quarterly. In the months that followed, COVID further slowed Tinder’s revenue, but more recently it has rebounded.
Noting that its user base was half Gen Z (18-25), Tinder hired director Karena Evans, now 25, who also directed music videos for Drake, as well as the reboot’s premiere. of “Gossip Girl” from HBO Max. . Swipe Night’s story invited users to choose what they would do in the apocalypse, swiping left or right to indicate their decisions as a character in the story. Depending on how they swiped, users would be matched with other Swipe Night participants and their choices would appear on their Tinder profile.
“All of this new information will provide a lot of material for post-apocalyptic jokes,” the company said.
Skeptics might find this to be an inorganic way to increase user engagement and matches, but during Swipe Nights there was a 26% increase in matches compared to a Sunday night. typical, now reports Tinder. The interactive video series was even awarded at the prestigious Cannes Film Festival.
The next episode of Swipe Night will be a “Gen Z thing,” Tinder announced today.
The upcoming series will use Tinder’s ‘Quick Chat’, the quick chat feature that powers Tinder’s new ‘Hot Takes’ experience where users can talk before they match. On Swipe Night, Fast Chat will allow users to analyze clues and work together to solve the mystery, even if they don’t already match.
Tinder says Swipe Night will debut in the “Explore” section of the app, which is a newer part of the Tinder app that offers members different ways to meet beyond just swiping. The section was announced last month as part of a feature pack targeting Gen Z users, along with Hot Takes and Video Profiles.
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