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Earlier this summer, Tinder Tinder has started testing a new feature that presents an organized list of your best potential matches, called "Top Picks". This feature, which is only available to paying subscribers on Tinder Gold, is now available worldwide.
Top Picks also launched quietly in the United States and the United Kingdom last week after the first tests in Germany, Brazil, France, Canada, Turkey, Mexico, Sweden, Russia and the Netherlands. . in progress to announce his arrival.
The idea of Top Picks seems to be inspired by the application of meetings Coffee Meets Bagel, which focuses in the same way on the curation of matches to reduce the impulse of users to continue to browse what seems to be an unlimited number profiles. Humans are not doing well with too many choices – an overabundance of options can actually create anxiety and, in the case of dating applications, an inability to make a decision, as users know that There is always another potential match, or so it has been discussed.
Tinder's solution for this is Top Picks, a more limited set of potential matches that he believes will appeal to users based on user profile information such as training, job type, hobbies and interests. Tinder then uses this data to organize users into groups, such as "foodie" or "creative" or "venture", and so on.
This information is combined with the previous scan behavior of users to determine the most important choices of the day, the available area (via the diamond icon) on the home screen of the application.
As Top Picks refreshes every day, users can choose to buy more Picks in packs of 10, 20 or 30 à la carte, says Tinder. (Yes, by "packs" we mean groups of user profiles – Tinder has turned users into in-app purchases). Yeah. Awesome.).
The feature is only available to Tinder Gold subscribers, which means its price varies. Tinder further charges older users to access Gold and weights other factors such as region, subscription duration and recent promotions in the app when viewing his price.
Paid features like Top Picks have contributed to Tinder's growth and revenue.
After launching its subscription service, Tinder Gold, the app quickly became the most profitable application on the App Store. And since then, it has taken a leading role, becoming the most profitable application in the world, according to a recent report of the most important applications of the App Store.
Paid subscribers are also skyrocketing. Tinder's parent company, Match Group, said Tinder added 299,000 paying members in the second quarter, adding 1.7 million additions in the past year and more than 3 million so far.
"We are excited to finally be able to share the best choices with our users around the world, given its early success," said Brian Norgard, product manager at Tinder, in a statement. "The data suggests that test market users have enjoyed this feature and we are pleased to offer a Top Pick to all users every day through this global deployment. The feature refreshes every day, highlighting the diversity, talents and passions of our users in a simple, fun and useful way. "
The launch of Top Picks comes at the same time as a new documentary on Tinder's disproportionate influence on the culture of swept, debuted on HBO.
The film presents a rather overwhelming view of online dating via apps such as Tinder, highlighting some of its worst attributes – like men who order women at home as they do seamlessly; slip addicts who still think that there is someone better out there; unsolicited sex photos that women receive; as well as the overall decline in the value of authentic human connections, due to the abundance of choices offered by the massive "catalogs" of dating applications.
The most important choices do not necessarily solve these problems. At best, it can at least help users focus and begin to understand Actually endless dating options when you have certain criteria in mind. In the worst case, this can encourage users to consider people as even more merchandise, as they click to pay only a few cents for more "packs" of Picks.
The feature is deployed globally on iOS and Android from Monday night.
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