Match Group has faced challenges in the public market, reflected in Tinder's declining payer growth. To counter the narrative that in-person meetings are superior, Tinder launched a campaign featuring TikTok influencers sharing their dating experiences. For instance, influencer Madi Webb highlighted the advantages of apps for identifying as queer and finding connections. A study revealed that after viewing the series, 53% of Gen Z participants found dating apps more appealing, indicating successful repositioning efforts by Tinder to enhance app perception among younger audiences.
Finding love on an app is so possible. It's really fun. It can lead to you finding someone great.
I genuinely can count on two fingers how many times I have been in-person hit on by another woman.
80% of Gen Z respondents said they had a positive perception of meeting a date in person and 50% said they had a positive perception of meeting via a dating app.
53% of respondents said they found dating apps more appealing after watching the TikTok series.
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