Tinder has just released a new feature called Matchmaker.
👉 Background: Tinder is the dating app that changed the landscape of online dating from creepy to almost...fun? And since the success of Tinder, we've also seen the enormous success of competitors like Bumble, Hinge, and Raya.
👉 What happened: Tinder has just released a new feature called Matchmaker. It allows up to 15 friends or family members to view profiles and give you a vibe-check on potential partners without having an account of their own. Once a Matchmaking session ends, the Tinder user can review the profiles recommended by their matchmakers and make a final decision.
👉 What else: The idea is to bring your circle of trust into the dating journey, but it also has the ability to create enormous network effects for the Tinder app.
💡A network effect is how products or services gain additional value as more people use them. The Matchmaking feature not only adds value to current users but also serves as a gateway for potential new users.
💡Tinder has been facing some hurdles lately; their app sign-ups haven't returned to pre-pandemic levels and attracting new users, especially from the Gen Z crowd, has been a challenge.
💡But it found that 75% of single people between 18 and 25 talk about their dating lives with friends multiple times a month. So, Tinder is basically capitalising on these social dynamics to create a network effect.
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