Swiping Right for Connection: How Hinge’s CMO is Combatting Gen Z Loneliness with a Little Love and Tech
In today’s society, technology has become an integral part of our lives. From social media to dating apps, we are constantly connected to the world around us. However, with the rise of technology, there has also been a rise in loneliness, especially among Gen Zers. According to a survey by Cigna, 61% of Gen Zers report feeling lonely, making them the loneliest generation. This is where Hinge, a popular dating app, comes into play. With its unique approach to online dating, Hinge’s CMO, Jackie Jantos, hopes to combat Gen Z loneliness and create more meaningful connections.
Hinge, founded in 2012, was originally known as a “relationship app” rather than a “hookup app”. This set them apart from other dating apps like Tinder and Bumble, which were primarily used for casual hookups. However, in 2016, Hinge underwent a major rebranding, positioning itself as the “dating app designed to be deleted”. This shift in focus was a game-changer for the app, as it attracted more users looking for serious relationships rather than casual flings.
Since then, Hinge has seen tremendous growth, especially among Gen Z users. In an interview with TechCrunch, Jantos shared that Gen Z users on Hinge are 30% more likely to delete the app after finding a meaningful connection compared to other generations. This is a testament to Hinge’s success in creating a platform for more serious and meaningful relationships.
However, Hinge’s success did not come without challenges. In a market dominated by popular dating apps like Tinder and Bumble, Hinge had to find a way to stand out. Jantos and her team recognized that Gen Zers, who are known for their short attention spans, needed a different approach. This is where Hinge’s unique features come into play.
One of Hinge’s most distinctive features is its “prompts”. These prompts, which are creative and thought-provoking questions, allow users to showcase their personalities and interests beyond just their photos. According to Jantos, prompts are a way for users to “swipe right on someone’s personality rather than just their looks”. This not only makes for a more engaging experience but also helps to create more meaningful connections.
In addition to prompts, Hinge also limits the number of matches a user can see in a day. This tactic, known as “slow dating”, encourages users to take the time to get to know each profile they come across, rather than endlessly swiping through hundreds of potential matches. This approach aligns with Gen Zers’ desire for more meaningful and authentic connections, rather than just superficial interactions.
But Hinge’s efforts to combat loneliness among Gen Zers doesn’t stop at just creating a dating app. In 2020, Hinge launched “Hinge Labs”, a research arm dedicated to understanding the psychology of relationships. Through this initiative, Hinge has conducted various studies and surveys to gain insights into what makes for a successful and fulfilling relationship.
One of the most notable findings from Hinge Labs is that the key to a successful relationship is vulnerability. According to a survey conducted by Hinge, 72% of users feel more comfortable being vulnerable on Hinge compared to other dating apps. This is due to the app’s focus on fostering more meaningful connections rather than just superficial interactions. By encouraging users to be more vulnerable and authentic, Hinge is breaking down barriers and fostering deeper connections.
But creating meaningful connections through a dating app is not without its challenges. In recent years, there has been a growing concern over the negative impact of dating apps on mental health. With the constant swiping and endless options, dating apps have been criticized for contributing to a culture of “ghosting” and creating a sense of FOMO (fear of missing out). However, Hinge has taken steps to address these concerns.
One of the ways Hinge is addressing these concerns is through its “Your Turn” feature. This feature prompts users to respond to conversations they have left unanswered for extended periods. This not only helps to reduce the chances of “ghosting” but also encourages users to have more meaningful conversations rather than just sending endless messages back and forth.
In addition, Hinge has also partnered with Headspace, a popular meditation app, to offer users a free one-month subscription. This partnership aims to promote mental well-being and encourage users to take a break from the constant scrolling and swiping that can often lead to feelings of burnout and anxiety.
In conclusion, Hinge’s CMO, Jackie Jantos, is on a mission to combat Gen Z loneliness through a little love and tech. By focusing on creating meaningful connections rather than just superficial interactions, Hinge has become a go-to app for Gen Zers looking for serious relationships. With its unique features, dedication to research, and efforts to promote mental well-being, Hinge is setting the standard for what a dating app should be – a platform for fostering authentic and meaningful connections.
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