research and data
These days, online dating is normalized and quite common.
79% of dating app users ages 18-29, have used Tinder.
51% Bumble, 39% Hinge.
people join dating apps for one of three reasons:
We crafted and conducted a survey.
Tinder was predominantly associated with casual hookups by 89% of respondents, while only 4.1% linked it with meaningful relationships.
Consumer user insights
Who is using this app and why?
data analysis
Survey questions and the responses from Tinder users.
users take tinder seriously
you can meet good people on tinder
Most responders disagreed with the idea that "users take Tinder seriously," and a similar number disagreed with the notion that "you can meet good people on Tinder."
current branding
Currently, Tinder is running the "It starts with a swipe" campaign, which gives scenarios starting with a swipe such as " A Permanent Plus One" and "Meeting the Parents" implying you can find serious love on the app.
Tinder's social media focuses on building connections and lasting relationships. Their Instagram shares success stories and love language tips, while their TikTok features trends and date ideas.
So why preach about finding love when everyone is looking for something temporary?
Lean into the casual reputation, where few popular dating apps position themselves.
40% of dating app users ages 18-29 are looking for something casual, so there's an audience that isn't being tapped into.
the problem?
Tinder carries a laid-back image while promoting itself as a platform for romance. Users often perceive those on Tinder as lacking the qualities suitable for a serious relationship. Many individuals are simply not in search of a long-term commitment.
the solution.
Embrace Hookup Culture
Emphasize that Tinder is perfect for finding those brief fleeting moments.
pursuit of passion
Chase what you want, no strings attached.
Creative executions
a little less conversation
Because sometimes saying less, says more. Get to the point and skip the chit-chat.
forget in the morning
You don’t need to have strings attached. Forget in the morning and don’t look back.
Let’s Fall in Love For the Night
It doesn’t need to be forever and ever. Young people are looking for something casual, so show them they can have that on Tinder.
This project was a mock brief and presentation and not actually utilized for a real brand or company in any context but purely for class and educational purposes.
This project was made in conjuncture with one partner.