Hinge's latest campaign, "It's Funny We Met on Hinge," highlights unexpected love stories and has resonated with users amidst declining dating app usage. The campaign has boosted Hinge's growth, with a 39% revenue increase in 2024, contrasting with slower growth at Match Group and declining revenue for rivals like Bumble. The app targets Gen Z and 'intentional daters' to attract new users, especially women. By October 2024, Hinge became the second most downloaded dating app in the U.S. and led in 10 countries, showcasing its successful strategy in an increasingly competitive market.
A couple that recounts their unexpected romance on Hinge illustrates the campaign's success in resonating with users looking for genuine connections amidst dating app fatigue.
Hinge's revenue increased by 39% in 2024, outpacing its parent company Match Group, which is under pressure to reverse a predicted decline in revenues.
With dating app usage decreasing, Hinge's initiative to target Gen Z and 'intentional daters' is proving effective in attracting new users, especially women.
Despite a decline in overall dating app usage, Hinge has become the second most downloaded dating app in the U.S. and leads in several international markets.
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