A Picture is Worth a Thousand Words

The importance of authenticity in online dating cannot be overstated. According to a recent survey, 85% of singles believe that their dating app profiles are crucial in representing their true selves. However, 52% find it challenging to choose the right profile image, and 68% expressed interest in an AI feature to assist with photo selection.

This new feature is especially beneficial for men, as most single women prefer profiles with at least four images that genuinely reflect the individual’s personality. Men who include more than one face photo in their profiles see a 71% increase in their likelihood of matching with women. Photo Selector offers a digital companion that curates a diverse selection of photos from users’ camera rolls, optimized to help them find a match.

Focus on Real Connections

Singles aged 18-24 spend an average of 33 minutes selecting the right profile photo. Photo Selector alleviates this burden, allowing users to focus more on making genuine connections rather than spending excessive time on photo selection. This AI innovation promises to inject more spontaneity into the online dating experience.

The advent of smartphones and handheld cameras has introduced the paradox of choice amidst a plethora of options. AI technology is addressing this challenge, providing users with the tools they need to make quicker, more effective decisions.

“We’re proud to be the first dating app to roll out an AI tool that can make the profile-building experience significantly easier—an area we know is one of the hardest parts of dating,” said Faye Iosotaluno, CEO of Tinder. “As the category leader, we’re pushing ourselves to define the industry’s best use cases for meaningful consumer AI integrations. Our commitment to our users is clear and equally applies to our view of AI: at Tinder, we develop innovative technologies to create a safer space for people to make authentic connections.”

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Effortless Photo Selection

Using Photo Selector is simple. Users snap a selfie for facial recognition, grant access to their camera roll, and let Tinder’s AI technology curate a selection of images for review. Users then decide which pictures to add to their profiles. While Photo Selector simplifies the process of selecting profile photos, there are still effective ways to present oneself for a great first impression.

Capturing the Ideal Images

Tinder Resident Dating Expert Devyn Simone offers tips on choosing profile photos that truly reflect your personality:

1. Find Your Light: Opt for well-lit photos, with natural light being your best friend. Seek out shaded spots on sunny days and snap a few variations for a variety of options.
2. Avoid Confusion: Keep group photos to a minimum. People are here to meet you, not your entire friend group. Choose bright, fun solo photos.
3. Clean That Lens: Ensure your camera lens is clean to avoid blurry photos. A quick wipe with a microfiber cloth makes a significant difference.
4. Have Fun: Show off different sides of your personality with various photos: headshots, action shots, social shots, and candid shots.
5. Mix It Up: Regularly update your profile with new photos to keep it current and exciting.

Photo Selector will be available in the U.S. starting in July, with international markets to follow later this summer.

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In a series of captivating video spots, the campaign reimagines classic romantic comedy scenarios through the lens of contemporary dating. These videos depict singles meeting in iconic rom-com settings, with dialogue inspired by actual first messages from couples who connected on the app. This creative approach underscores how everyday meet-cutes are happening on Tinder.

As we navigate a post-pandemic world, there’s a growing desire for authentic and meaningful connections. The younger generation, having grown up in virtual spaces, now feels a nostalgic pull towards the in-real-life meet-cutes depicted in classic sitcoms and movies. However, while these scenarios are cherished, they can appear somewhat awkward to today’s daters.

Stephanie Danzi, SVP of Marketing at Tinder, articulates, “Daters today are nostalgic for the meet-cutes they’ve seen in old rom-coms. But the reality is that the rom-com meet-cute is the exception, not the rule. Tinder is where modern-day meet-cutes happen — just ask the millions of couples who have met on Tinder. A new relationship starts every three seconds, thanks to Tinder. This campaign celebrates those millions of relationships, and we were honored to build creative inspired by real first messages from real Tinder couples.”

Also Read: Insights from Matt Tindale, Head of Enterprise, APAC at LinkedIn Marketing Solutions

The campaign features popular actors Lana Condor (from “To All The Boys I’ve Loved Before”) and Evan Mock (from “Gossip Girl”), who portray the relatable dating experiences of today’s young singles. By incorporating real couples’ first messages, the campaign emphasizes the modern meet-cute as a digital-first experience, brimming with the excitement, awkwardness, and sparks of any initial interaction.

Campaign Highlights

• “Rescue”: Inspired by real Tinder messages between Samantha and John, this spot features Lana Condor and Evan Mock in a classic library scene. Samantha slips from a ladder while reaching for a book, and John catches her just in time, mirroring their real-life Tinder interaction.
• “Rain”: Based on messages between Kate and Lain, this video shows the couple meeting in a field of flowers during a rainstorm, with a playful exchange about astrological birth charts.
• “Taxi”: Danielle and Matthew’s initial Tinder chat is reimagined with them bumping into each other while hailing a taxi. Matthew’s cheesy pickup line and accidental “double send” are humorously depicted.

These new “It Starts With a Swipe” video spots are set to run globally across digital and streaming platforms starting July 8. Additionally, Tinder is reviving its popular Single Summer Series in cities like New York, Los Angeles, Miami, Austin, and Nashville.

Melissa Hobley, Chief Marketing Officer at Tinder, explains, “Only 8% of offline daters say it’s easy for them to find a date IRL, and so many missed out on opportunities to connect in the midst of the pandemic. At Tinder, we want to empower our users to find meaningful connections that carry into IRL.”

Tinder users in participating markets will receive in-app notifications inviting them to Single Summer Series events throughout the summer. The campaign will also roll out across APAC markets, including Thailand, Vietnam, and Korea.

For more details, visit tinderlove.com.

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Tinder has long been an inclusive platform, offering diverse gender identities and orientation options. This inclusive approach allows queer users to explore their identities and form connections within the LGBTQ+ community, often before coming out to friends and family. According to Tinder’s Future of Dating Report, over half (54%) of surveyed LGBTQ+ identifying 18-25-year-olds admitted to being out on a dating app before to friends and family.

“Over a fifth of new Tinder users identify as part of the LGBTQ+ community, so we felt it was important to create an authentic way for them to connect this Pride season,” says Melissa Hobley, Chief Marketing Officer at Tinder. “Whether you’re proudly sharing coming out online, or you’re excited to meet new people to celebrate your first Pride with, we’re happy to help LGBTQ+ users find their Pride this year.”

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The new profile stickers offer LGBTQ+ users and allies a unique way to celebrate Pride, providing more opportunities for self-expression and connection. The stickers include:

• Came Out Online – A badge of honor for those whose coming out journey began digitally.
• My First Pride – A sticker to help first-time Pride attendees find and connect with others.
• Save Queer Spaces – Highlighting the importance of both online and IRL queer spaces that foster acceptance and community.
• Happy Pride – Celebrating Pride for all, whether newly out online or proudly out to the world.
• Proud Ally – Celebrating allyship and support for the queer community.

Starting June 3, Tinder’s Pride stickers will be available in the app. Members can access The Pride Sticker Center and add stickers to their profiles through in-app notifications. Tinder continues to resonate with queer Gen Z singles globally and in the APAC region. Other Pride month campaigns include Tinder India’s first Queer Dating Starter Pack and the return of Queer Made Weekend, dedicated to supporting LGBTQIA+ businesses in India. Additionally, Tinder Thailand features content from Let’s Talk Gender, offering educational insights on key issues like pronoun usage.

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Whether planning a coffee date or catching a movie, getting ready for a date is more fun when we can share the excitement with our close circle. In fact, more than half of singles (51%) under 30 already let their friends know the details of their dates,¹ and according to new in-app polling data, one in five Tinder users (18%) share their date plans with their mom.²

“At Tinder, we continue to release new features that aim to create a fun, safe, and respectful experience for all,” said Tinder CMO Melissa Hobley. “Discussing plans with friends and family is a time-honored dating ritual. Share My Date streamlines this basic info-sharing so singles can jump right to the exciting part, from figuring out what to wear to prepping conversation topics.”

Share My Date is designed for pals, parents, and peers alike. With one easy link, users can share date information—including location, date, time, and a photo of their match—directly from the app. They can decide who they want to share their date with and create an unlimited number of dates within the app up to 30 days in advance.

Date plans are also editable, so if plans change at the last minute, users can simply update the info in the app to keep their circle in the know.

Share My Date will roll out across the US, UK, Australia, Canada, Singapore, India, Ireland, Germany, France, Spain, Japan, Brazil, Switzerland, Mexico, Netherlands, Italy, Korea, Vietnam and Thailand in the coming months.

Below, Paul Brunson, Tinder’s Global Relationships Insight Expert, shares his advice in getting ready for that all-important IRL moment:

1: Explore new experiences—dates don’t need to be restricted to the ‘traditional’ dinner and drinks. Find something that works for both of you, such as a shared interest or a simple walk in the park with a coffee.

2: Date plans aren’t solo info – From deciding where to meet, what to do, and what to wear, remember to share your date plans. It should be part of your ‘date ready checklist’. Thanks to Tinder’s ‘Share My Date’ feature, it’s even easier to share your date plans directly from the app with your friends and loved ones.

3: Be you – authenticity is what young singles value most. Don’t try to be someone you’re not. In the era of ‘all or nothing’ dating, value-based qualities such as respect and loyalty are highly regarded.

4: Phone down, eyes up – make sure you give your date your full attention. It’s second nature to pick up your phone – especially when nervous – but this will interrupt the flow of your date. Turn your phone to silent, pop it out of sight, and have eyes for your date only. What’s important is that you’re present.

5: It’s cool to be kind – sometimes an IRL date can flatline. Remember always to treat your date with respect and how you’d want to be treated.  Even if things don’t end up working out romantically, you might just make a new friend out of it, and who knows where that could take you. But most importantly trust your gut – it’s okay to call time on a date if it’s just not working for you.

¹ Tinder research report 2023.
² In-app Tinder polling of users aged 18-29 across US, UK, Australia April 2024.

About Tinder
Launched in 2012, Tinder is the world’s most popular app for meeting new people and has been downloaded more than 530 million times. The app is available in 190 countries and 45+ languages. More than half of all users are 18-25 years old. In 2022, Tinder was named one of the World’s Most Innovative Companies by Fast Company.
Tinder Singapore / APAC newsroom

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Songkran is Thailand’s largest festival and traditionally a time when friends and families across all generations reconnect. For Thai Tinder users it’s also a time to make new connections, as mentions of “Songkran” in Tinder profiles  in April are 5.5x higher than the month prior based on data in 2023 showing that young people are looking to find new matches during this time.

Embracing the playful side of Songkran, Gen Z can add the stickers to their profile and share with others their passion for the festival while also using the stickers as creative conversation-starters.

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Designed in a fun Gen Z style that combines sanook and the festival’s traditions, there are four stickers for Tinder users to choose from, each one representing an iconic element of Songkran:

• The Thai elephant is known for its love of splashing water, just like people during Songkran.
• The water gun, essential equipment for the fun-loving water warriors.
• Building a Chedi from sand is a traditional activity at temples during Songkran.
• The traditional silver bowl used for splashing water on elders as a sign of respect.

Tinder’s Songkran stickers are available in the app from 11 April onwards. Tinder users can add stickers to their profile by tapping on in-app notifications, and stickers can be changed by tapping on another user’s sticker on their profile.

About Tinder®

Launched in 2012, Tinder is the world’s most popular app for meeting new people and has been downloaded more than 530 million times. The app is available in 190 countries and 45+ languages. More than half of all users are 18-25 years old. In 2022, Tinder was named one of the World’s Most Innovative Companies by Fast Company.

Tinder Singapore / APAC newsroom

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Thai Tinder users are increasingly connecting over shared passions and sports is one of them, seen with Thai Tinder users ranking “sports” amongst their top 10 Interests in 2023 (1). It’s not only international sports such as Football or Running that Thais are passionate about, Thailand’s national sport of Muay Thai is also popular amongst Thai Gen Z daters with mentions of “Muay Thai” in Thai Tinder bios are up 20% year-on-year (2).

Recognising people’s passion for Muay Thai globally, Tinder has recently added มวยไทย (Muay Thai) as an Interest.

How does Tinder’s Single’s Cam work?

• Those taking part must be single and opt-in on fight night.
• Live stadium cameras will randomly select two single people and show them on the big screen.
• The potential couple can then signal their interest to match live for all to see!

How to add a Muay Thai Interest to your profile

• Open the Tinder app.
• Tap the profile icon and then tap the pencil icon.
• Scroll down to “Interests” and select “Muay Thai” (you can select a maximum of 5 Interests, but need a minimum of 3).
• Click ‘done’ and Muay Thai will be added and displayed on your profile.

If you’re a newbie to fight night, here are some explainers that will help you get your Muay Thai game on:

• Muay Thai is known as the “art of eight limbs”, named after the eight body parts which are used as weapons – two fists, two shins, two elbows and two knees.
• A fighter is called nakmuay and the headband worn by nakmuay is called a mongkol. It’s worn pre-fight and is thought to hold special powers. Once in the ring, nakmuay perform a ceremonial dance called the Wai Kru, afterwhich the trainer removes the mongkol before the fight commences.
• Fights are made up of five rounds of three minutes each, with a two minute break in between rounds. A round is called a yok and the referee is known as gama gan.

Muay Thai will never be the same again as Tinder’s Single’s Cam is set to turn Rajadamnern Stadium into a new coupling zone on fight nights.

Also read: Sports Fans Turn Twitter Into The World’s Stadium

1 Data from Tinder bios from 1 Jan to 1 Oct 2023.
2 Mentions in Tinder bios 1 Jan – 31 March 2023 vs 1 Jan – 31 March 2024.

About Tinder®

Launched in 2012, Tinder is the world’s most popular app for meeting new people and has been downloaded more than 530 million times. The app is available in 190 countries and 45+ languages. More than half of all users are 18-25 years old. In 2022, Tinder was named one of the World’s Most Innovative Companies by Fast Company.

The post Tinder® brings combat sports lovers together with its first-ever ‘Single’s Cam’ at Rajadamnern Stadium in Thailand appeared first on Marketing In Asia.

Spring is the season for new encounters in Japan, and in recent years, matching apps have become established as a way to meet people. A survey conducted by Tinder revealed that 78% of Gen Zs across Asia Pacific agree that connecting with people of diverse backgrounds and identities is easier than before thanks to dating apps.¹ In Japan, 70% of Gen Z matching app users say that matching apps provide them the opportunity to connect with more people of diverse backgrounds, 52% say that they are interested to see who they might meet on matching apps, and more than one-third (35%) say that they use matching apps to find a long-term partner with the intention of marriage.² Furthermore, in the last four years, the number of young adult singles in Japan between the ages of 18 and 29 who say that they have recently gone on a date with someone they met on a matching app has more than doubled.³ All of this shows that young Japanese singles are choosing online connections over traditional avenues to meet new people.

But how can we increase the chances of having a better dating experience? Tinder spoke to the happy couple, Kouki and Annie, who shared more about their romantic story that started from the moment Kouki Super Liked Annie’s profile on Tinder, as well as useful tips for young singles to have a fun and meaningful online dating experience.

Watch the film of the Swipe Story HERE, and refer to the appendix below for the full interview with the couple as well as tips to learn more about how to use Tinder as a powerful tool for meeting new people.

###

¹ A survey of 18-25 year olds polled in Asia Pacific in April 2022, conducted by OnePoll on behalf of Tinder.
² Tinder research conducted in August 2022 of 1,000 Japanese adult singles between the ages of 18 and 25.
³ Tinder research conducted in April 2023 amongst 2,063 Japanese adult singles between the ages of 18 and 29.

Appendix

The Beginning: How I Started Using Tinder
Kouki: “I wanted to talk about my identity and life experiences with people I’d never met before.”
I learned about Tinder from a friend overseas. Compared to other similar platforms in Japan, I chose Tinder because of the possibility of communicating with people overseas, and because I wanted to try out new apps and explore new trends as part of my work. At the time, it was a stressful period and I used Tinder as a self-discovery tool to see how I would react or feel when sharing about myself and my life experiences with people I’ve never met before.

Annie: “I felt bored every day. My boss encouraged me to do it, and at first I just talked to people with no real intentions”
I was joking with my boss at the time that I was feeling bored and lonely, and she suggested that I download Tinder. At first, I didn’t have any intention of dating anyone and wasn’t looking for an intimate relationship, but I was single and bored, so I thought it would be fun to look at profiles on Tinder and talk to people I was interested in.

Neither Kouki nor Annie started using Tinder with the goal of finding a partner, but tried the app after recommendations from people they know. Kouki recalls and further shares “My colleague told me that “Tinder marriages” are on the rise, and we joked with each other that “Is it really real?”

It’s A Match! Meeting on Tinder
Kouki: “I definitely wanted to be noticed so I sent over a Super Like, and I think the reply was a just a standard message (laugh)”
I remember I came across Annie’s profile after using Tinder for about six months. My first impression of her was that I wondered  if she was a model. I also remember that I sent a Super Like as I wanted her to notice me, but the reply I got was something like “Thank you for the match”, a standard response (laughs)!

Annie: “He was the first person to show curiosity about my interests.”
I think I matched with him within the first few days of using Tinder. I remember he asked me about Cosplay, which I had listed in my profile. I believe he was the first person that showed curiosity about my interests.

The First Date
Kouki: “I think meeting her was destiny since day one.”
When I met her in person, I thought she was very stylish and beautiful. I was especially impressed by her beautiful eyes. My impression of her was the same as it was when chatting with her on Tinder. Our first date was at a Yakitori chain restaurant that she frequented. We had such a great time that we got lost in conversation and lost track of time. I felt like meeting her was destiny since day one.

Annie: “I was anxious before our first date, but after meeting him, I did not want the evening to end.”
He was the first person I had ever met from an app and the first date that I had in years, and that’s why I was super anxious about meeting my match in person after chatting online.

We originally planned to meet up and get coffee. I remember clearly that I had spent a lot of time getting ready and hyping myself up that day, but suddenly, I got a message from him that he had to work late and asked if I wanted to reschedule. I mustered up my courage and replied that I still wanted to meet him.  He then offered to meet closer to where I lived, to thank me for being flexible with the plans. However, by the time we met it was too late for coffee, and I didn’t know any good places to eat so we just went to a Yakitori restaurant chain.

I remember it was still at the height of COVID-19 and there were plastic barriers which kept getting in our way, so we would lean to the side to see each other better or move them out of the way altogether. We spent the whole evening talking about anything and everything and even got into some really deep and personal topics. We stayed until almost the last train and I just remember thinking that I didn’t want the night to end! I think I felt that it was destiny, but I was still in denial.

︎ After this fateful encounter, the two started dating, before entering a committed relationship. After dating for three and a half years, Kouki surprised Annie with a proposal in February 2024 at Taylor Swift: The Eras Tour concert in Japan, during the performance of the song “Love Story”. “I have been a fan of Taylor Swift ever since I heard her first single when I was 13 years old, and it’s no exaggeration to say that I’ve grown up with her and her music. To Taylor’s fans, “Love Story” is “The Proposal Song”. It was truly a dream-like proposal for a Taylor Swift fan like me!” shared Annie.

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Tinder, According to the Couple
Q. To you, what is the difference between meeting someone in real life versus meeting someone online?

Kouki: Online, there’re more possibilities for you to meet new people you may not normally meet in your daily life. For me, this is a very big advantage. There are also big differences in how you get to know someone. With matching apps, you can to some extent find out what you and your match have in common and topics that you may want to explore in depth before you meet, which makes it easier to communicate in real life.

Annie: Kouki is the first person I met on a matching app, so I cannot comment a lot on this, but I am very sure that I was lucky to meet him online.
Q. Kouki, you’ve been using Tinder for half a year, do you feel that Tinder is the best way to find partners and friends?

Kouki: I think Tinder makes it easier to deepen your understanding of each other, based on the hobbies and information you share in your profile . Also, I think that a person’s character can be understood by seeing how they approach the things that they like and have passion for, so I think this feature makes it easier to grasp the essence of who they are. Before meeting Annie, I was also able to meet people from other nationalities and from the LGBTQ+ communities. It was a great experience for me to be able to meet people from new communities that I never had the chance to learn or get to know better. I am so grateful to the friends I met who taught me more about themselves and their unique identities. I believe it’s quite difficult to meet friends from diverse backgrounds and communities outside of Tinder, and these experiences have changed the way I connect with others.
Q. Please give some advice to those using Tinder for the first time.

Kouki: Matching apps are just a tool. For a better dating experience, you need to also reflect on your own behaviour and how you communicate to improve your social skills. I think it’s a good idea to remind yourself to be polite and courteous when interacting with others, and similarly to practise self-care and screen out matches who may not be as well-mannered. In particular, I would like share a message with Japanese men that “The world is huge, so just boldly take on challenges without limiting possibilities for yourself.” I believe that “The One” exists somewhere in the world for everyone, so don’t be afraid to Swipe as there are endless possibilities when connecting with new people In this era where we can get as much information as we want at our fingertips, I hope that we can all gain more real life experiences and place more value on our identity and thoughts.

Annie: First, I suggest to avoid using pictures of food as your profile picture. This is because none of us want to have a date with ramen (laughs).  After we matched and started chatting online, I paid attention to expressing my thoughts and feelings clearly, protecting myself and upholding my standards, and being proud of who I am. I would love to see Japanese women embrace these ideas too. To be honest, I had given up on love before I met Kouki. After I moved to Japan my opinions, standards, and beliefs became stronger and I started to think that it would be hard to find anyone who could accommodate my perspectives. But then I met  Kouki who proved me wrong. I want to say that there is always someone who is perfect for you.

Learning from Kouki and Annie’s Swipe Story, here’s some tips to have a better online dating experience.

1. Express your authentic personality through your profile photos and select at least five pictures, with minimal editing to show your true self. 

• Photos are just as important as text on your profile. Add up to 9 photos in total, but be sure to upload at least 5.
• Using a photo of your face conveys more about you and helps to draw in more people.
•  Show full-body shots to share your personal style and remember to not only include your work outfits, but also show off your personal style.
• Even if you don’t show your full face, use photos that will help people understand you better and show your own unique personality and quirks
• Also, try to keep your photos natural and unfiltered. Sometimes, details that you are less confident about can indeed add to  your personal charm, so don’t over-edit your pictures,, and instead have the courage to express your sparkling, authentic self.

1. The first 75 characters are the key
   
   On Tinder, the first 75 characters of your profile are visible, making it crucial to infuse elements of your personality and other intriguing qualities about yourself that would prompt others to initiate a conversation.
2. Be specific about your hobbies so you can match with people who share your interests!
   
   By filling in detailed information about your interests, it makes it easier for people with the same hobbies to start a conversation with you, and you may also receive a “SUPER LIKE” that shows that you are special to the other person! Here’s some examples:
   
   “I like movies” → “The movie I’m most interested in right now is XXX” or “I like horror movies, and my favourite movie is XXX.”
   
   “I love music” → “My favourite artist is XXX, who will be participating in the XXX Festival on July 20th!”
3. Use the Relationship Goals feature and signal your intentions to other users on the app!
   
   Relationship Goals allows you to choose from six options such as ‘Long-term partner,’ ‘Long-term, open to short,’ ‘Short-term, open to long,’ ‘Short-term fun,’ ‘New Friends,’ and ‘Still figuring it out,’ helping you to signal what you’re looking for. Nowadays, there are endless possibilities for new connections and sometimes people realise they are looking for different relationships, only when they learn more about each other. By using Relationship goals, users will have more control over who they connect with by having insight into a potential match’s intentions.
4. Avoid cancelling dates at the last minute
   
   In psychology, this is called “avoidant behaviour” , and it will only make you more anxious. It’s normal to feel nervous when meeting new people, but we should be courageous to confront the barriers  in our own hearts. Also, remember  your personal  safety at all times as it is the most important thing when meeting new people online or in real life, so be sure to take advantage of Tinder’s safety and security features.
5. Meet more people, have more experiences, and discover yourself!
   
   What kinds of dates made you feel comfortable and wonderful? What were the reasons behind this? What are the deciding factors that lead to your preferred date? Is it about places? Or about activities? It is also very important for us to reflect and have a better understanding of ourselves through our dating experiences. With this knowledge of yourself, you will be better able to enjoy your online dating journey.

Tinder would love to know about your very own modern day fairytale stories (Swipe Story). Don’t hesitate to share your stories with us here!

The post A Tinder Love Story: Swiftie’s Dream Proposal Turns to Reality At Concert appeared first on Marketing In Asia.

For both Jeon and regular Tinder users, the campaign’s core message is to be yourself. In the first video, Jeon—who has been in films like “The Burning” and “Money Heist: Korea – Joint Economic Area”—shows off her genuine self and the roles she has played.

True Tales Show How Connections Can Make a Difference

“Cafe,” “Travel,” and “Best Friend” are the next three films after Jeon’s introduction that highlight the varied relationships that may be formed on Tinder. The platform helps users find love, but it also helps them make genuine friends and have serendipitous meetings, as these user-generated stories show.

Data from Tinder’s own “Year In Swipe” report from 2023 is used as inspiration for the commercial. This research emphasises the desire of Gen Z for authentic interactions and self-expression. Uncomfortableness may be embraced for authenticity by 64% of young singles, according to the survey, and 86% of them put a premium on finding someone who is comfortable with themselves.

The way members of Generation Z approach relationships reflects this emphasis on personal exploration. A large majority of young singles (75%) feel that their generation is questioning traditional dating standards, which is in line with Tinder’s goal of fostering confident and healthy relationships.

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Because “There’s No Wrong Choice, Tinder” Stands for Limitless Opportunities

“Tinder’s latest brand campaign in Korea celebrates this generation’s self-expression and authenticity. At Tinder, we are passionate about creating a space where every individual can showcase their true selves fearlessly, knowing that they’re embraced and celebrated just as they are. With this new local campaign, we’re proud to champion authenticity as the cornerstone of meaningful relationships,” said Daniel Kim, VP of Marketing, Asia at Tinder.

Titled “There’s no wrong choice, Tinder,” the Korean commercial continues a winning trend in the area. “It Starts With A Swipe,” Tinder’s inaugural Southeast Asian commercial, premiered in Vietnam and struck a chord with the limitless optimism of Generation Z. The “Love Is With Others” ad in Japan also highlights the significance of meeting new people and enjoying shared experiences.

All four films, including Jeon’s, can be seen on Tinder’s official Korean channels: the Tinder app,  YouTube, and Instagram.. The Korean campaign will be running until April 30th.

The post Tinder Celebrates Gen Z Authenticity in New Korean Campaign: “There’s No Wrong Choice” appeared first on Marketing In Asia.

Tailored Course Materials and Content

This project further emphasises Tinder’s commitment to user safety. Developed in collaboration with the renowned Australian NGO WESNET, the Dating Safety Guide has been meticulously adjusted to address the unique cultural nuances and challenges encountered by Southeast Asian daters.

The guide is an all-inclusive reference since it covers so many topics. Complete tutorials on Tinder’s built-in security features are available to users, along with advice on how to handle online conversations and how to take relationships offline. Thanks to the guide’s comprehensive covering of topics like reporting mechanisms and harassment, users will be prepared to effectively handle any potential issues.

Closing the Gap Between Learning and Practice

A large gap exists between the importance that young adults place on safety features and how often they really utilise them, according to Tinder’s study. Even while 80% of young individuals in Southeast Asia acknowledge the necessity of safety features, only 30% really use online dating services on a regular basis. This is somewhat surprising.

The Dating Safety Guide intends to fill this void by providing information that is both clear and simple. In addition to a list of features, it provides customers with the knowledge and resources they need to use these safeguards with assurance and intelligence.

Also read: Celebrate Ramadan and Raya with #KongsiBersama: TikTok Launches Malaysian Video Fest!

A thorough Plan to Guarantee User Safety

Launching the Dating Safety Guide is just one more way Tinder is doing its part to keep Southeast Asian consumers safe. Previous work by the company includes an anti-romance scam public awareness campaign, partnerships with well-known figures to raise awareness about the need of being safe when using the internet, and the beta testing of a dating app named “School of Swipe” to assist users in navigating the online dating landscape.

“At Tinder, the well-being of our users is paramount, and this guide is a testament to our ongoing commitment to user safety. Gen Zs are redefining dating on their own terms to be more authentic, open, inclusive, and fluid, and we want to empower them to explore the possibilities on Tinder whilst feeling confident and safe. With the knowledge and resources to better protect themselves, we want to ensure that this new generation of young adult singles are getting to know new people in fun, safe and healthy ways,” said Papri Dev, VP APAC Communications, Tinder

Perpetual Investment in Security and Trust

Because user security has always been their top priority, Tinder has spent a lot of time and money developing its Trust & Safety (T&S) solutions. The platform’s state-of-the-art artificial intelligence features, such as “Are You Sure?” and “Does This Bother You?“, assist users in avoiding uncomfortable circumstances by detecting and avoiding interactions that might do them harm. Not to mention, “Photo Verification” and “Block Contacts” provide users greater control over their online dating experiences.

With Tinder’s mix of educational features and robust security protocols, young people in Southeast Asia are discovering a more welcoming environment in which to experiment with online dating.

The post Tinder Empowers Southeast Asian Youth with Localized Dating Safety Guide appeared first on Marketing In Asia.

This intriguing guide is a product of Tinder’s collaboration with Singapore’s renowned second-generation Feng Shui astrologer, Clement Lim from Kang Li Feng Shui. Aimed at enhancing dating fortunes during what is traditionally considered a peak season for love and connections, the guide offers a blend of astrological insights and practical dating advice.

Delving into the characteristics of the Chinese Zodiac signs, the guide sheds light on the tendencies of different signs on Tinder. Notably, it highlights that individuals born in the years of the Rooster, Dog, and Pig are among the most active users on the app. This insight is just a glimpse into the guide’s depth, which further explores varied dating app behaviors. It identifies which zodiac signs prefer to maintain a cool demeanor, the ones with popular profiles, and those who are in pursuit of long-term commitments. Additionally, it offers insights into the signs still figuring out their path in love and those most likely to find a match.

Clement Lim, speaking about the guide, shared, “In the Year of the Dragon, young adult singles can expect their dating journeys to be as spirited as a dragon’s flight. Daters should embrace opportunities to connect meaningfully as this year promises compatible matches to those who share common passions as the Dragon’s energetic aura fans the flames of romance.”

He further added, “As young adult singles explore the possibilities of romance and relationships, their friends and family can also act as a compass and cheerleaders. With their combined wisdom and insights, hopeful singletons will feel supported whilst navigating their dating journeys.”

Tinder’s Lunar New Year pop-astro guide emerges as a beacon for singles, intertwining ancient wisdom with modern dating dynamics, potentially transforming the way singles engage with one another in their quest for love and companionship.

The post Tinder’s Lunar New Year Astro Guide: A Match Made in the Stars for Singles appeared first on Marketing In Asia.

A Twist on Love and Commerce

Ajio, the e-commerce platform known for its trendy offerings, took an innovative approach with billboards that spoke directly to the modern-day relationship statuses. With messages like, “If you’re in a situationship, 40% off on shoes (run asap)” and “If you’re in a toxic relationship, 50% off on bags (pack & leave them now),” Ajio’s campaign #VdayNahiMeDay cleverly promoted self-prioritization over traditional romantic engagements. The navy-blue billboards stood out for their simplicity and impactful message, encouraging passersby to think of Valentine’s as a day of self-love.

Celebrating Traditional Love with a Modern Twist

Cadbury, on the other hand, embraced the classic Valentine’s sentiment with its limited edition Dairy Milk Silk, featuring a heart in the middle. The brand’s choice of romantic pink and purple hues aimed to stir the hearts of lovebirds, encouraging them to go the extra mile for their loved ones. Positioned as a timeless gesture of love, Cadbury’s OOH ads served as a reminder of the enduring appeal of traditional romantic gestures.

Quick Commerce Joins the Festivities

Adjacent to Cadbury’s heartfelt message was Blinkit’s billboard, painted in the brand’s signature yellow. The ad’s clever wording, “Near, far, wherever you are, Get Cadbury Silk delivered in 10 minutes,” not only highlighted the convenience of quick commerce but also tied the brand’s service to the season’s theme of love and indulgence.

A Playful Banter Between Brands

Tinder India and Blinkit showcased the power of smart positioning and brand collaboration with their playful billboard banter. With phrases like ‘Matches?’ cleverly alluding to both Tinder’s dating matches and Blinkit’s literal matchsticks, the brands captured the essence of Valentine’s in a fun and relatable manner. This creative synergy between the brands brought a fresh perspective to OOH advertising, blending the worlds of dating and grocery shopping in an unexpected yet delightful way.

Also Read: Spotify Celebrates K-Pop with Exclusive Singles Series

Humor and Games on Valentine’s

Khiladi Adda, not traditionally associated with Valentine’s advertising, seized the opportunity for visibility with a humorous take, placing a billboard that made passersby chuckle with, ‘Pyar mein katega, Khiladi Adda games mai nahi’. This strategic placement not only garnered attention but also showcased the brand’s playful side.

Navigating Love with Bumble

Bumble took a unique approach with road signs warning of ‘Love bombing zone’ and cautioning against ‘Red, pink or maroon flags’, blending humor with a message of cautious love. This innovative campaign stood out for its creative use of public signage to communicate in the language of love and caution.

As brands continue to explore the vast canvas of OOH advertising, this Valentine’s season has highlighted how creativity, humor, and a touch of innovation can transform traditional celebrations into something that speaks to a broader audience, making the festival of love inclusive and reflective of modern-day relationships.

The post Innovative OOH Ads Spark Joy and Reflection This Valentine’s Season appeared first on Marketing In Asia.

It’s undeniable that Valentine’s Day stands as the quintessential celebration of love, and Tinder, the globally favored dating app, affirms its undiminished appeal, especially among the younger generation of daters. While some might speculate that today’s youth leans more towards celebrating Galentine’s Day, Tinder’s insights reveal a different narrative. The app, widely embraced by the new wave of daters, confirms that the magic of Valentine’s Day is as potent as ever.

Insights into Tinder’s Romantic Engagements: A Boost in Connections

As Valentine’s Day approached last year, Tinder observed significant trends that highlight the day’s importance to its users:

• The platform experienced a 10% increase in matches over an average day, indicating a spike in users seeking romantic connections.
• Particularly, users aged 18-25 saw a 17% rise in matches worldwide, underscoring the day’s allure among young adults.
• An astonishing 30 million likes per day were recorded on average, with an overwhelming 70% of this uptick coming from the 18-25 age group.
• Tinder’s peak activity was noted four days before Valentine’s Day, as singles actively searched for their match.
• The prime hours for Tinder activity were identified between 9 and 10 pm local time, marking the zenith of search for companionship.

These figures not only depict the lively engagement on Tinder around Valentine’s Day but also mirror the vibrant participation of young singles in the quest for love.

The 2024 Dating Landscape: Emphasizing Plot and N.A.T.O Dating

Tinder’s recent “Year in Swipe” report illuminates the shifting paradigms of dating. It suggests that in 2024, dating will predominantly be “For the Plot,” with singles showing a diminished concern for the trajectory of their relationships and a heightened focus on crafting memorable experiences. This mindset, known as N.A.T.O Dating (Not Attached To Outcomes), champions the enjoyment of dating in a relaxed, low-pressure manner. Celebrating Valentine’s Day with this philosophy aligns with the aspiration to live out one’s own epic love story, prioritizing the thrill and experiences of meeting new people over definitive outcomes.

Also read: The Rise of Female IITians on the Global Stage

The Essence of Valentine’s Day on Tinder

Valentine’s Day on Tinder transcends the mere act of securing a date; it’s about seizing the chance to forge unforgettable moments. As singles forge ahead in the dating scene with an open heart and a spirit of adventure, Tinder stands as a beacon of the timeless allure of Valentine’s Day. Whether it leads to a lasting companionship or a fleeting moment of connection, the spirit of Valentine’s Day continues to be a dynamic celebration of love and new beginnings for young singles around the globe.

The post Valentine’s Day on Tinder: A Surge in Young Love and the Evolution of Dating Trends appeared first on Marketing In Asia.

A Localized Approach to Global Love Stories

At the core of this initiative is the adaptation of Tinder’s global campaign to reflect the unique social fabric of Southeast Asia. The campaign, through its locally produced content, aims to celebrate the myriad ways young Vietnamese are exploring relationships today. From fleeting moments that blossom into lifelong commitments to friendships that evolve into deep, personal connections, Tinder is showcasing the full spectrum of romantic possibilities.

Also Read: Caprese’s #YourLoveNote Campaign Ignites Valentine’s Celebration with an Amazing Contest

Celebrating Modern Dating Milestones

The campaign features three distinct videos, each exploring different facets of modern romance. Whether it’s the story of a single goodnight kiss that lays the foundation for a lasting relationship, a youthful friendship that matures into significant personal growth, or the journey of finding a partner to navigate life’s adventures with, Tinder’s narrative is all about celebrating the diversity of dating experiences.

Strategic Timing and Inclusive Messaging

Launched in collaboration with VMLY&R Vietnam, the timing of the campaign is no coincidence. Coinciding with the peak dating season, which runs from January 1 to February 14, and Vietnam’s largest holiday, Têt, the campaign taps into the renewed energy and dating aspirations of young Vietnamese singles. This period of heightened social interaction and celebration provides the perfect backdrop for Tinder’s message of new beginnings and diverse love stories.

Moreover, the campaign stands out for its inclusive approach. Recognizing the fluidity of modern relationships, it embraces a wide range of genders and orientations, reflecting Tinder’s commitment to empowering all forms of love.

Empowering Diverse Possibilities

Daniel Kim, Vice President of Marketing for APAC at Tinder, encapsulates the essence of the campaign: “Tinder doesn’t dictate the dynamics of dating but rather, we facilitate a world of endless possibilities. Our platform is a celebration of diversity, welcoming individuals across the spectrum of relationships, from brief encounters to lifelong connections. ‘It Starts with A Swipe’ is your gateway to the possibilities of love, in all its forms.”

The post Tinder Amplifies Love’s Spectrum in Vietnam with New Video Series appeared first on Marketing In Asia.

Adopting a Novel Approach to Dating

The past year wasn’t just a span of time; it was a pivotal chapter in the ongoing narrative of dating. Globally, individuals have shifted towards a more relaxed stance on relationships, focusing less on the ultimate destination and more on crafting a mosaic of memorable experiences. Tinder’s “Year in Swipe” for 2023 report highlights a noticeable decline in daters preoccupied with the future of their relationships, opting instead to create a rich tapestry of memorable moments.

The Resonance of Positivity and Self-Exploration

The year thrummed with themes of positivity and personal growth. Tinder’s most frequently used emoji, symbolizing an “always on” mentality, mirrored an enthusiastic attitude among singles, eager to plunge into new experiences. This mindset was further amplified by the influential power of music, with anthems from iconic female pop stars like Taylor Swift, Miley, and Rihanna, underscoring the communal and uplifting spirit of dating in 2023.

Embracing Main Character Energy and N.A.T.O Dating

The year witnessed individuals fully embracing their “main character energy,” shedding the rush for a fairytale ending to savor the dating process itself. This led to the emergence of two prominent trends: Not Attached To an Outcome (N.A.T.O) Dating and Dating For The Plot. N.A.T.O Dating, as the name suggests, focuses on enjoying the journey of getting to know someone without the pressure of a predetermined outcome. Meanwhile, Dating For The Plot emphasizes a story-driven approach to connections, where each encounter is a chapter in one’s personal narrative.

Melissa Hobley, Chief Marketing Officer at Tinder, shared her enthusiasm, stating, “It’s so exciting to see the data at Tinder shows that 69% of Gen Z want to challenge conventional dating and relationship norms.² This year in particular marked a major shift where the journey is more important than the outcome. This new generation of daters is showing us what it means to date for the possibilities, freeing themselves from traditional expectations, allowing them to write their own, worthwhile stories.” 

Deciphering the Dating Lexicon of the Year

The report also illuminates the lexicon that defined dating in 2023. From the “always on” emoji signaling a readiness for new adventures to the rise of “main character energy” and the self-aware playfulness of “delulu” dating, the language of love has expanded to include a range of new terms that reflect the evolving attitudes toward romance and connection.

Also read: UNIQLO Ushers in the Lunar New Year with Stylish Celebrations and Exclusive Collections

Time as a Precious Commodity and the Ascendancy of Female Power

Time emerged as a precious commodity in 2023, with singles seeking more organized and mindful ways to integrate dating into their lives. This shift was accompanied by a surge in feminine energy, with powerful female artists dominating the Tinder anthems and inspiring daters to embrace their strength and individuality.

A Global and Regional Perspective

The report also provides a global snapshot of dating trends, from the most popular interests and personality types to the top Spotify anthems and artists. In the Asia Pacific region, specific trends and preferences highlighted the unique cultural nuances influencing how singles connect and share experiences.

As we reflect on Tinder’s 2023 Year in Swipe, it’s evident that the currents of dating are shifting. Singles are navigating the waters of connection with a renewed sense of optimism, openness, and a desire to author their own stories. Stay tuned to Marketing In Asia for more insights and stories that capture the pulse of the market.

The post Charting the Course of Romance: Insights from Tinder’s 2023 Year in Swipe appeared first on Marketing In Asia.

Celebrating the Season of Connections

The timing of the release is no coincidence. Airing ahead of the peak season for making new connections, from Dating Sunday to Valentine’s Day, the film taps into the fresh energy and intentions of singletons seeking meaningful interactions. Last year, this period saw a staggering 58.7 million more likes, indicating the app’s booming popularity during these love-filled months.

A Narrative of Freedom and Exploration

Conceptualized by Toaster, the film revolves around a young woman’s journey of diverse first dates, embodying the carefree and exploratory spirit of today’s 18-25-year-olds. This demographic, making up over half of Tinder’s global user base, is increasingly adopting a Not Attached To Outcomes (N.A.T.O) approach to dating, as revealed by Tinder’s Year in Swipe 2023. The film beautifully captures this shift, showcasing a series of encounters that range from spontaneous dance lessons to unexpected office romances.

Also Read: BlackLine Ushers in New Era with Emily Campbell as CMO

Soundtrack of Possibilities

Set to the iconic ‘Zindagi Meri Dance’ by Vijay Benedict and Alisha Chinai, the film’s soundtrack is a testament to the euphoria of embracing the unknown. It syncs perfectly with the narrative, highlighting the exhilarating possibilities that come with putting yourself out there.

Tinder’s Commitment to India’s Daters

Anukool Kumar, Marketing Director at Tinder India, reflects on the campaign as a mirror to the new generation’s dating ethos. With 65% of 18-25-year-olds on Tinder in India open to exploring and 25% still figuring it out, the app doesn’t dictate the who or how of dating but empowers a spectrum of possibilities. Features like Tinder Matchmaker further this commitment, bringing trusted circles into the dating journey and cementing Tinder’s position as the go-to platform for India’s next generation of daters.

Tinder’s ‘You Up’ is more than a brand film; it’s a vibrant portrayal of modern dating in India. As the app continues to evolve with its audience, it promises a future where connections are not just made but celebrated in all their diverse and dynamic glory.

The post Swipe Right for New Beginnings: Tinder’s Vibrant Brand Film in India appeared first on Marketing In Asia.

2023 saw a shift in dating dynamics, with singles adopting a more positive, optimistic approach. The concept of “main character energy” gained traction, encouraging daters to prioritize personal growth and experiences over the traditional rush towards a “happily ever after.” This change in perspective led to a more relaxed, explorative approach to dating, emphasizing self-discovery and connection-building without the pressure of immediate commitment.

In Singapore, specific interests stood out on Tinder profiles, painting a picture of what catches the eye in the local dating scene. Festivals, Boba Tea, Korean Dramas, Self-Care, and Concerts emerged as the most attractive interests. Music also played a significant role in shaping dating preferences, with SZA’s “Kill Bill” topping the list as the most popular Spotify anthem among Gen Z users in Singapore. When it came to dream destinations, Singaporean Tinder users showed a penchant for travel, with Kuala Lumpur, Bangkok, Seoul, Tokyo, and Ho Chi Minh City ranking as the top passport destinations.

For a comprehensive understanding of the top dating trends on Tinder in 2023, both globally and in Singapore, the full release and accompanying images provide a deeper dive.

The Year in Swipe 2023 report also features an engaging microsite, showcasing trends from various countries. It includes a fun Dating Style Quiz, inviting readers to discover their dating personas.

In addition to the global and Singapore-specific insights, Tinder is also prepared to share data and insights from across the SEA/APAC region. This broader perspective offers a unique look at how dating trends vary across different cultures and geographies.

For those interested in exploring these regional dating insights or taking the Dating Style Quiz, further information is available upon request. Tinder’s Year in Swipe 2023 not only reflects the evolving nature of dating but also highlights the diverse ways in which people are seeking connection in today’s world.

The post Tinder’s 2023 Year in Swipe Report: Unveiling Singapore’s Dating Trends appeared first on Marketing In Asia.

Tinder’s annual “Year in Swipe” report is back, offering a fascinating glimpse into the dating habits and preferences of singles in 2023. This year’s trends highlight a shift in mindset among daters, with a newfound emphasis on creating memorable experiences rather than fixating on the direction of relationships.

Themes of Positivity and Optimism

2023 was characterized by an overarching sense of positivity and optimism in the dating world. Singles focused on self-improvement and forging connections with others. The prevalent use of the ‘always on’ emoji on Tinder underscores this attitude, reflecting a readiness to embrace new experiences and relationships.

Influence of Pop Culture and Music

Pop culture and music significantly influenced dating trends, particularly through the popularity of female pop icons like Taylor Swift, Miley Cyrus, and Rihanna. Their music not only provided a soundtrack for daters but also played a role in bringing people together.

Embracing the ‘Main Character Energy’

A striking trend of 2023 was the adoption of ‘main character energy’ by singles. This approach involves focusing on accumulating experiences and stories rather than rushing towards a traditional ‘happily ever after’. It represents a lighthearted, optimistic way of engaging with the dating process, allowing for greater self-exploration.

Emerging Dating Trends: N.A.T.O and Dating For The Plot

Two key trends stood out this year: N.A.T.O (Not Attached To an Outcome) dating and Dating For The Plot. N.A.T.O dating signifies a preference for enjoying the dating journey without being overly concerned about the relationship’s outcome. Conversely, Dating For The Plot emphasizes the excitement of new experiences and stories over a goal-oriented approach to dating.

Melissa Hobley, Chief Marketing Officer at Tinder, commented, “It’s so exciting to see the data at Tinder shows that 69% of Gen Z want to challenge conventional dating and relationship norms. This year in particular marked a major shift where the journey is more important than the outcome. This new generation of daters is showing us what it means to date for the possibilities, freeing themselves from traditional expectations, allowing them to write their own, worthwhile stories.”

Also read: Revolutionizing the Malaysian Job Market: Jobstreet by SEEK Unveils AI-Driven Employment Platform

What Was Hot on Tinder in 2023

1. Always ‘On’ Emoji: Signifying openness and optimism, the ‘ON’ emoji was a global favorite, reflecting a willingness to try new things and explore relationships.
2. N.A.T.O Dating: Over a quarter of young Tinder users expressed interest in exploring connections without being fixated on outcomes.
3. Main Character Energy: Singles embraced their stories, focusing on creating memories and experiences, with an increased use of terms like “for the plot” in their bios.
4. De-Influenced Delulu: A playful yet self-aware approach to dating emerged, with daters acknowledging and enjoying the fantastical aspects of dating.
5. Time as a Valuable Currency: 2023 saw an emphasis on time management in dating, with singles exploring various ways to integrate dating into their busy schedules.
6. Girl Power: Female artists dominated Tinder’s music scene, with anthems by Taylor Swift, Miley Cyrus, and Rihanna resonating strongly with users.

Tinder’s “Year in Swipe” for 2023 reveals a dynamic and evolving dating landscape. With a focus on positivity, self-discovery, and memorable experiences, singles are reshaping what it means to date in today’s world. This report not only reflects current trends but also provides insights into the future of dating and relationships.

The post Exploring the Dating Landscape of 2023: Insights from Tinder’s Year in Swipe appeared first on Marketing In Asia.

Going Beyond the Photo: Helping Users Lead with Authenticity

Leading the Modern Dating Revolution

For over a decade, Tinder has been synonymous with modern dating, renowned for its iconic Swipe feature. Now, it’s advancing beyond just photos to foster deeper, more authentic connections. “At Tinder, we understand that connecting today is about authenticity, depth, and the desire for connections that go beyond the surface. This suite of features is the response to this evolving need. We know the new generation of daters prioritises value-based qualities such as respect (78%) and open-mindedness (61%) over looks (56%)². They care about authentic connections formed through shared interests and common causes and have no time for the ‘game-playing’ of previous generations. They want to portray their true authentic selves and expect the same in return.  With these new profile and discovery features, it’s never been that easy and fun to share what makes you unique” says Mark Van Ryswyk, Chief Product Officer at Tinder.

Cultural Shift in Asia Pacific Dating

In the Asia Pacific region, 62% of Gen Zs emphasize the importance of value alignment in their relationships³. Preferences for trust, open-mindedness, and humor in partners outweigh physical attractiveness, indicating a significant cultural shift in dating priorities.

Also read: AI Revolution in ASEAN: Salesforce Executives Forecast 2024’s Business Landscape

Introducing a New Suite of Features

Profile Prompts: Unleashing Personality

Tinder’s Profile Prompts encourage users to showcase their unique personalities, facilitating engaging conversations. Popular prompts include “The key to my heart is,” “The first item on my bucket list is,” and “Two truths and a lie.”

Profile Quiz: Enhancing Compatibility

The Profile Quiz feature allows users to discover and showcase compatibility, offering insights into personal preferences and interests.

Basic Info Tags: Sharing Crucial Details

Basic Info Tags enable users to share and discover essential personal information effortlessly, from lifestyle choices to zodiac signs.

Enhanced Reporting: Ensuring Safety and Respect

Tinder’s upgraded reporting system offers a safer, more respectful user experience by allowing specific profile elements to be reported.

Rizz-first Redesign: A Fresh, Engaging Interface

Experience a new UI with updated animations and an iconic “It’s a Match!” screen, making each interaction on Tinder more special and engaging.

Dark Mode: Privacy and Convenience

Tinder introduces Dark Mode, a unique feature among major dating apps, catering to user preferences for discreet, late-night activity.

Survey Insights

1. The “Future of Dating Report” was conducted by Opinium, surveying 4000 individuals aged 18-25 in the US, the UK, Canada, and Australia.
2. An in-app survey among Tinder users aged 18-24 in the UK, US, and Australia provided additional insights.
3. OnePoll conducted a survey of 18-25 year olds in the APAC region, further highlighting regional dating trends.

Latest features of Tinder are more than just upgrades—they represent a paradigm shift in online dating, championing authenticity, depth, and value-based connections. As the digital dating scene evolves, Tinder remains at the forefront, continuously adapting to meet the needs of a new generation of daters.

The post Revolutionizing Online Dating: Tinder Unveils New Features for Authentic Connections appeared first on Marketing In Asia.

Tinder, and its parent company, Match Group (NASDAQ: MTCH), have joined forces with Jonathan Bennett, the iconic actor from ‘Mean Girls’, to amplify the message of online safety. Bennett, who is no stranger to the theme of toxic behavior, is here to shed light on the importance of being vigilant against online financial scams.

Marking October 3rd with a Purpose

October 3rd, a date that resonates with fans of ‘Mean Girls’, has been rebranded as World Romance Scam Prevention Day. This day aims to bolster education and awareness about a pressing issue that affects millions globally: the dangers of sending money or investing with strangers online.

Jonathan Bennett commented, “Fans have a lot of fun celebrating all their favorite memes and quotes every October 3, but it’s also important that we can take this day to acknowledge some important lessons about how we interact with others online. We want everyone to continue to recognise this day, while also being more aware of the types of common behaviours of online scammers to watch out for.”

The Rising Threat of Online Scams

Recent data from the FBI reveals alarming statistics. Crypto scams, notably the “Pig Butchering” scam, have emerged as the most significant financial scam in the US, amassing over $3 billion. While older adults remain the primary targets, the younger demographic is increasingly falling prey to these scams.

Stephanie Danzi, SVP of Global Marketing at Tinder, expressed, “At Tinder, we are proud to lead on safety efforts and create campaigns that are both beneficial and culturally relevant that can help drive more awareness and make dating safer on our app and across online platforms. On World Romance Scam Prevention Day, we are educating our users of all ages on ways to protect themselves, so they do not fall victim to online fraudulent scams.”

Also read: Deliveroo and St. James’ Settlement Unveil “Smile for Food” Initiative in Hong Kong

A Global Effort to Combat Scams

Kathy Waters, Executive Director of Advocating Against Romance Scammers, highlighted the broader mission. “World Romance Scam Prevention Day aims to squash stigmas that prevent approximately 97% of victims from reporting and obtaining justice. Advocating Against Romance Scammers created this day to help bring together every global entity affected by the scams to increase awareness and help others understand the severity of the controlled manipulation in order for the fraud to succeed. We appreciate that Match Group and Tinder have joined our efforts and are doing their part to help raise awareness for their users on their platforms.”

Tinder’s Proactive Measures

This campaign is a continuation of Tinder’s commitment to user safety. Following recent in-app safety messages across Southeast Asia and a public awareness campaign by Match Group earlier this year, the company has been at the forefront of introducing features like selfie verification, video chat, and pop-up safety tips based on detected conversation content.

For more information on the efforts of Advocating Against Romance Scammers, click here.

The post Tinder Teams Up With ‘Mean Girls’ Star Jonathan Bennett for World Romance Scam Prevention Day appeared first on Marketing In Asia.

Also Read: Trade, Education, and Diplomacy in the India-Canada Partnership 

• Exclusive Access: Tinder Select, priced at a staggering $500 monthly or $6,000 annually, offers subscribers exclusive search and matching features. However, it’s not open to everyone. Currently, the tier is available to a select group, comprising less than one percent of its “extremely active” user base.
• Rolling Applications: While the exclusivity of Tinder Select might raise eyebrows, the company has plans to gradually open applications for this tier. The exact timeline remains under wraps, but the anticipation is palpable.
• A Hint from the Past: This isn’t Tinder’s first hint at exclusivity. Rumors of such a premium offering have been circulating since 2019.
• Financial Implications: Match Group, Tinder’s parent company, has been in the spotlight recently with its Q2 2023 report. The app generated a commendable $475 million, marking a six percent growth year over year. However, there’s a slight concern as the number of paid subscribers dipped by four percent, settling at 10.5 million. Gary Swidler, Match Group’s President, expressed optimism at a recent Citi conference, believing that Tinder Select could positively influence the company’s revenue stream.
• Not Their First Rodeo: Match Group is no stranger to the world of exclusive dating. In 2022, they acquired “The League,” another app catering to the elite dating segment. With Tinder Select, they aim to bring a touch of luxury to their flagship app.
• Other Options: For those who find Tinder Select’s price tag a bit steep or don’t make the cut, Tinder offers other subscription models. Tiers like Plus, Gold, and Platinum come with monthly fees of $20, $30, and $40, respectively, each boasting its unique features. For instance, Platinum members enjoy the privilege of messaging potential matches even before a mutual match occurs.
• The Big Question: With these premium offerings, one wonders if the chances of finding a partner increase. But for those not willing to invest, Tinder and most of its competitors still offer free membership tiers. So, even if you’re not shelling out $500, you can still experience the highs and lows of the dating world.

In the ever-evolving landscape of digital dating in the Asia Pacific, Tinder’s move is a testament to the region’s growing appetite for exclusive experiences. Only time will tell if this gamble pays off for Match Group.

The post Tinder’s Elite “Select” Subscription: A Glimpse into Asia Pacific’s High-End Dating Scene appeared first on Marketing In Asia.

Tinder, globally recognized as the go-to app for forming new connections, has taken a significant step forward in Australia. In a bid to enhance understanding and awareness around consent in the dating realm, the app has introduced its “Dating Dictionary: Consent Edition”. This initiative, birthed from a collaboration with renowned consent advocate and author, Chanel Contos, aims to enlighten Australians on pivotal consent terminologies and expressions.

Why the Emphasis on Consent?

The Dating Dictionary isn’t just a glossary; it’s an educational tool. It’s designed to guide individuals on both seeking and granting consent in their dating experiences. The dictionary elucidates various consent terms and showcases how to seamlessly integrate consent affirmations and checks into one’s dating narrative.

A recent study, a joint venture between Tinder and YouGov, revealed some startling figures. A mere 55% of Gen Z and Millennial dating app aficionados feel they possess a comprehensive understanding of consent. Meanwhile, 28% acknowledge a basic awareness, and a concerning 17% confess to having minimal to zero knowledge on the subject.

Chanel Contos Weighs In

“I’m incredibly passionate about advancing consent education here in Australia, and it applies to all adults. I am proud to be part of creating this new consent guide with Tinder for adults exploring the possibilities of dating. I believe that language is one of our most important tools. You can’t understand something, you can’t practise it properly, and you can’t prevent something if you can’t name it. The Consent Edition of Tinder’s Dating Dictionary is a great step in improving the way we talk about consent in Australia, especially for young daters,” expressed Chanel Contos.

More than Just Words

The Dating Dictionary: Consent Edition doesn’t just stop at definitions. It delves deeper, offering practical examples on how one can incorporate consent checks into their dating routine. It equips daters with the right phrases to solicit, grant, and even retract consent at various dating stages.

Kirsty Dunn, a spokesperson for Tinder Australia, shared, “So many of today’s dating interactions start with a Swipe^TM, but we want these to be safe and consensual, above all. Respect has always been at Tinder’s core, starting with mutual matching, which requires both users to express interest before chatting, as well as our suite of trust and safety features.We know that safety is complex and personal and consent is much more than permission and rules, so we hope this guide helps daters navigate dating and foster healthy relationships.”

Also read: IN.Deed Communications Sets Foot in Singapore: A New Chapter in Their 15-Year Legacy

What’s Next for Tinder in Australia?

Earlier this year, Tinder rolled out its original Dating Dictionary, arming every generation with a guide to the freshest dating terminologies. The release of the Consent Edition is just the beginning. Australia should brace itself for an even grander guide, the “School of Swipe”, set to debut later this month.

Having made its inaugural appearance in Singapore last year, the School of Swipe is Tinder’s premier comprehensive course on online dating. This digital resource promises insights on the entire online-to-offline dating trajectory, from crafting the ideal profile to understanding the nuances of consent and fostering respectful dating behaviors.

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“Young singles in Japan are choosing to come online on Tinder to find new possibilities in matching whether it be friends, romantic love, or community. They are questioning traditional views and are embracing experiences on their own terms with their own expressions and their own meaningful encounters,”  says Qu Zhao, Country Manager of Tinder Japan. The dating giant is launching a new brand campaign, “愛は他人と” which translates to “Love is with others,” to celebrate the burgeoning trend of online dating among young adults in Japan.

Star-Studded Advocacy: Influencers Join the Movement

The campaign is not just a corporate initiative; it’s a cultural movement. High-profile Japanese influencers like comedian Yuriyan Retriever, entrepreneur ROLAND, video creator Kemio, and model Michi are lending their voices to the cause. They are sharing their unique online dating experiences to inspire a new generation of Japanese singles. Backed by a diverse community of supporters, these influencers aim to amplify the message of “愛は他人と” through their own unique expressions and narratives.

The Digital Dating Revolution: Stats Don’t Lie

The shift towards online dating is not just anecdotal; it’s supported by hard data. Over the last four years, the percentage of young adults in Japan aged between 18 and 29 who have recently gone on a date through a matching app has more than doubled. A recent survey by Tinder indicates that 52% of Gen Z users in Japan are keen to discover who they might meet online, and an impressive 35% are using matching apps with the intention of finding a long-term partner for marriage.

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Breaking Stereotypes: Gen Z’s Inclusive Approach to Dating

Tinder is often the first pitstop for young adults embarking on their dating journey. It’s the most downloaded app among 18-year-olds in Japan, with a majority of its members falling in the 18-25 age bracket. The LGBTQIA+ community is the fastest-growing segment on Tinder globally, and the number of young members identifying as LGBTQIA+ has more than doubled in the last two years.

A significant 28% of young Japanese singles express a more fluid understanding of their sexuality, while 79% feel that matching apps allow them to be their authentic selves. A resounding 72% agree that connecting with people of diverse backgrounds is easier than ever, thanks to these platforms.

The New Dating Wishlist: What Japanese Youth Want

The campaign also sheds light on what young Japanese daters are seeking in a partner. Open-mindedness and trust top the list, with 66% and 64% respectively, followed by a good sense of humor at 62%. Interestingly, only 2% are unsure about what they want in a romantic partner. The term “セルフケア” (self-care) has seen a 233% increase in mentions in Tinder bios in Japan this year, indicating a growing focus on well-being.

Tinder’s “愛は他人と” campaign is more than just a marketing strategy; it’s a testament to the changing tides in how young adults in Japan perceive and pursue relationships. It celebrates the power of making new connections and sharing experiences in a fun and safe way, heralding a new era in the world of Japanese dating.

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Campaign Details: Alerts, In-App Messages, and More

Starting immediately and running until 10th September, every time users open the Tinder app, they’ll be greeted with an alert. This alert serves as a gateway to a wealth of information on how to remain vigilant against romance scams. But that’s not all. Users will also receive timely in-app inbox messages and push notifications, ensuring they’re always in the loop.

Collaborations and Resources Across Countries

For Singaporean users, a click on the alert will take them to ‘Scam Alert SG‘. This invaluable resource, a collaborative effort between the National Crime Prevention Council (NCPC) and the Singapore Police Force (SPF), offers a comprehensive guide. It’s designed to keep users alert and informed as they venture into the world of online dating.

On the other hand, daters in Thailand, Vietnam, and Indonesia will have access to Tinder’s specialized Romance Scam resource. This treasure trove of information provides insights into the tactics commonly employed by romance scammers. Moreover, it introduces users to Tinder’s robust suite of in-app safety tools designed to combat fraud. This includes, but isn’t limited to, reporting mechanisms, verification tools, and the Tinder Safety Centre – a constantly updated section brimming with safety features, guides, and resources.

A Word from Tinder’s Leadership

Papri Dev, Vice President of APAC Communications at Tinder, shared her insights,“Our goal is to make Tinder the safest place to meet new people online. Financial and romance scams can be highly sophisticated, and scammers are constantly working to find new ways to take advantage of others. We are committed to continuously work to evolve our own efforts to help prevent them. While these scams can and do occur on all online platforms, we recognise we can do more to help daters protect themselves from potential scams. Through education and information, we hope to help our users feel more confident in making new connections in more fun and safer ways.”

Tinder’s Proactive Stance Against Online Threats

Earlier in 2023, Match Group, Tinder’s parent company, made headlines by announcing its ongoing investments in cutting-edge machine learning tools. These tools are engineered to proactively identify, counter, and eliminate spam across the entirety of Match Group’s global portfolio. The results speak for themselves: an astounding average of 44 spam accounts are purged every minute. Furthermore, nearly 5 million bots and spam accounts were eradicated between January and March 2023, ensuring they never posed a threat to users.

Tinder’s Safety Innovations: A Brief Overview

Over the past three years, Tinder has channeled significant resources into the development of trust and safety products. Today, their safety feature suite boasts over 15 pioneering innovations. For those keen on delving deeper, a detailed overview of Tinder’s safety features is available here.

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Quick Tips for a Safe Tinder Experience

For those eager to connect with new individuals online, here are some rapid-fire tips to ensure a safe and enjoyable Tinder experience:

1. Always adhere to Tinder’s Community Guidelines.
2. Keep an eye out for the Photo Verified blue check mark. Tinder has enhanced its Photo Verification process, now requiring users to record a selfie video. This innovative approach offers a more foolproof method of confirming one’s identity.
3. Make use of the profile blocking feature. This ensures users have complete control over who they interact with on Tinder. This is in addition to the Block Contacts feature and the option to block profiles post-reporting.

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A Collaborative Effort For Enhanced Dating Safety

Initially introduced earlier this year, the Dating Safety Guide is a pillar of Tinder’s ongoing commitment to fostering a secure and enjoyable environment for individuals to connect with others. This comprehensive guide serves to increase user awareness about the accessible safety tools and provides detailed instructions on their utilization. Recent additions to the guide encompass the freshly updated Community Guidelines and new safety features such as the ‘Block Profile’ and ‘Long Press Reporting.’

Awareness and Accessibility of Safety Features: A Top Priority

Despite the fact that 79% of Australians highlighted the significant role of dating app safety features in their overall dating experience, a third of the singles surveyed confessed to a lack of complete knowledge about these features.

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The Vital Role of Dating App Safety Features: Views from Gen Z and Millennials

According to Tinder’s latest research in Australia, younger generations, including Gen Z and Millennials, value the impact of these features on their safety. Features like Unmatching, Photo Verification, and Machine Learning tools such as ‘Are You Sure?’ and ‘Does This Bother You?’ are met with positive sentiments. A compelling 81% think it’s highly beneficial to have such safety features made available worldwide to safeguard them.

Chanel Contos: Advocating For Respectful Dating and Use of Safety Features

This guide is not only a reminder for daters to remain respectful on dating apps, like Tinder, and in person, but it also makes sure users know that there are safety features there to support and protect them, and that we encourage their use. This is an important initiative that addresses pertinent problems and helps educate Australians on dating decorum.

Chanel Contos

Tinder’s Proactive In-App Safety Campaign: Education as a Tool for Safety

Along with the updated guide, Tinder is revitalizing its in-app safety campaign to advocate for the Dating Safety Guide and its in-app Safety Centre. The campaign aims to preemptively educate members about the resources readily available to them by delivering targeted messages within the Tinder application.

Tinder’s Continuous Commitment: A Statement from Kirsty Dunn, Tinder Australia Spokesperson

We know that safety is complex and personal and are proud of the work we have done to date
and the ongoing campaigns we have in the works with our external partners like WESNET and
Chanel to find, create and inform innovative solutions as well as to help educate daters in Australia
on best practices around dating safety, both online and in real life.

Kirsty Dunn, Tinder Australia spokesperson

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In the new dating paradigm, authenticity takes the lead, with a focus on openness, mental wellness, honesty, and respect. Over 75% of young singles find potential matches more attractive if they show a commitment to their mental health. Rather than physical attributes, Gen Z is valuing qualities like loyalty, respect, and open-mindedness. 

‘All or Nothing’ Dating and the Inclusive Approach 

Gen Z is reshaping societal norms, projecting a powerful ‘take-it-or-leave-it’ attitude in the pursuit of authenticity. As Tinder’s Global Relationship Insights Expert, Paul Brunson, refers to this as ‘all or nothing dating’, it’s clear that Gen Z values genuine connection, prioritizing their self-care and expecting the same from potential partners. 

The pandemic has also influenced how Gen Z views and utilizes time, leading to novel dating trends like ‘errand dating’ and ‘stack dating’. Meanwhile, games traditionally associated with dating are becoming outdated, with 18-25-year-olds on Tinder being 32% less likely to ghost someone than older generations. 

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Moreover, inclusivity takes a central role as Gen Z challenges established views on sexuality, gender, and even cultural and geographical boundaries. Brunson notes, “Gen Z’s acceptance of difference and their inclusive approach to gender and sexuality are the driving forces behind a new era.” 

Role of Technology in Modern Dating 

Technology is another significant factor in the transformation of dating practices. With 55% of users having been in a serious relationship with someone they met on Tinder, dating apps are clearly more than just a passing trend. 

Tinder has facilitated connections beyond usual social circles, allowing users to meet diverse individuals. This is particularly crucial for the LGBTQIA+ community, where Tinder often serves as a safe space for self-expression. The future of dating technology, according to Gen Z, lies in the harmony of technology and authenticity. They envision AI as a ‘digital wingmate’ that could help in creating dating profiles and initiating conversations. 

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