"Nobody wants to swipe anymore. Dating apps like Bumble and Tinder are scrambling to keep younger users engaged, and dealing with problems like bots on their platforms. But one brand is breaking the pattern and winning."
"Hinge's "designed to be deleted" tagline signals its strategy: focus on meaningful connection, not endless swiping. The app can feel slower and even harder to use, leading to fewer matches but ultimately more dates."
"Now, the big question is whether Bumble and Tinder can pull off a similar shift toward quality over quantity."
Younger users are disengaging from swipe-based dating apps due to fatigue and bot problems. Major platforms like Bumble and Tinder face challenges keeping this audience engaged while policing automation. Hinge positions itself around genuine relationships with a "designed to be deleted" strategy that intentionally slows the user experience. The slower, higher-friction approach yields fewer matches but a higher rate of real-world dates. The model reframes success metrics from volume to outcomes and raises the industry question of whether larger, swipe-first apps can replicate that quality-over-quantity shift.
Read at Fast Company
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