Tinder Launches New “Matchmaker” Feature, Allowing Friends to Recommend Potential Matches

Popular dating platform Tinder has recently unveiled its “Tinder Matchmaker” feature. This innovative addition enables users to invite friends and family members, even those without a Tinder account, to suggest potential matches for them. This development emerges in the backdrop of numerous Tinder users sharing their dating choices with friends and frequently seeking their input.

Main Highlights:

• Users can initiate a “Tinder Matchmaker session” from a profile card or the app settings.

• They can share a unique session link with up to 15 friends, valid for 24 hours.

• Friends can access the session by logging into Tinder or proceeding as a guest after age verification.

• Friends can view and “like” profiles, which then appear as recommendations to the original Tinder user.

• The final decision to “match” remains solely with the original Tinder user.

Rooted in Real-Life Interactions

The incorporation of this feature by Tinder seeks to mimic real-life situations where individuals discuss their dating preferences and choices with their friends. Data commissioned by Tinder reveals that over 75% of single users engage in conversations about their dating lives with friends multiple times every month. Melissa Hobley, Tinder’s Chief Marketing Officer, mentioned, “Tinder Matchmaker brings your circle of trust into your dating journey and helps you see the possibilities you might be overlooking from the perspective of those closest to you.”

Marketing and Outreach

To promote this feature, Tinder has collaborated with “Players” singer Coi Leray. A forthcoming video will demonstrate the workings and advantages of the “friend test” functionality.

Competitive Landscape and Current Trends

While the new feature seeks to enhance user engagement, it also arrives amidst challenges faced by swiping-based dating apps. A growing section of the younger population, notably Gen Z, is slowly veering away from such platforms. This shift is evident in the recent decline of 5% in paying users across Match Group, Tinder’s parent company, bringing the total to 15.6 million. Pew Research has highlighted that the percentage of U.S. adults who have ever used a dating app has remained stagnant at 30% since 2019.

To seek companionship, many Gen Z users are gravitating towards friend-finding apps, traditional social media platforms such as Instagram, and innovative video-centric platforms inspired by TikTok. Startups like Candid, Ditto, IRLY, Snack, and others are exploring video-based engagements. Some are even leveraging AI-driven dating solutions, such as Teaser AI (now Mila) and Blush.

Comparison with Competitors

• Bumble offers a similar function, allowing users to share profiles with friends. However, it focuses on one-on-one sharing.
• Hinge once tried its hand at a separate “Hinge Matchmaker” app in 2017, centered around Facebook acquaintances. This venture was short-lived.

Challenges and The Road Ahead

The online dating industry has witnessed considerable shifts in recent years. The entry of new players and the adaptation of technology have continuously changed the rules of the game. Tinder’s introduction of the “Matchmaker” feature is not just about integrating the physical and virtual worlds but also about acknowledging and responding to these shifts.

Increasing Demand for Authenticity

One of the primary challenges in the online dating domain has been the quest for authenticity. Users today crave genuine connections and transparent engagements. By allowing friends and family to weigh in on potential matches, Tinder is potentially infusing an added layer of trust and credibility into the process. After all, who knows an individual better than their close ones?

Diversifying User Experience

In addition to authenticity, diversifying the user experience has become paramount. The “Matchmaker” feature is just one of the many steps Tinder has taken in this direction. By integrating video selfie verification, users can feel more confident about the profiles they encounter. The inclusion of gender pronouns and relationship-type specifications further broadens the platform’s inclusivity, catering to a wider range of user preferences and identities.

Rollout and Future Prospects

Currently, “Tinder Matchmaker” has been launched in several countries, including the United States, Australia, Canada, India, and the United Kingdom, among others. A broader global rollout for all Tinder users is expected in the upcoming months.

With the introduction of this feature, Tinder aims to rejuvenate its user engagement by bridging the gap between digital dating and real-life consultations. Alongside “Tinder Matchmaker,” the company has also made strides with other features this year, such as video selfie verification, incognito mode, and allowing users to specify gender pronouns and non-monogamous relationship types. This aligns with Tinder’s broader strategy to diversify user experiences and remain at the forefront of the online dating industry in a constantly evolving digital landscape.