Understanding users experiences / According to Tinder’s chief product officer, Ravi Mehta (quoted here), half of Tinder’s user base belong to generation Z (approximately those born between 1997 and 2015). ‘We know Gen Z speaks in content, so we intentionally built an experience that is native to how they interact,’ she added.
The Swipe Night series gives users a reason to stay on the app and, because it influences who they might see and match with, also serves as a great ice-breaker when they are connected to new people.
Small talk / A common gripe for Tinder users concerns the initial ‘small talk’ phase, and many users who have received their 100th ‘hey’ would testify that it gets a bit draining. This is something that competitor app Hinge has eradicated with users having to actually respond to something on a profile to begin a conversation.
With this activation, Tinder is creating new avenues of conversation. Being able to see which decisions people made while watching Swipe Night makes for a great conversation with potential matches.
This story originally appeared on Contagious I/O, our online intelligence tool. To find out more click here.
