Tinder changes the dating game with Swipe Night

I have no doubt that the bold decision to use content to appeal to a tech-savvy audience will be highly successful in boosting user engagement. By creating an ‘interesting, content-centric, interactive entertainment experience that helps us meet each other and come up with really interesting things to talk about’ (as Mehta describes it) I’m sure Tinder will continue to be the top-grossing app that isn’t a game.

So how does it actually work? Evans says that at its core, Swipe Night is about starting deeper conversations. ‘It’s what my generation is yearning for,’ she explains. ‘I’m always in search of projects that impact or shift or even curate culture and being the first of its kind, that’s why Swipe Night was so exciting to me.’

The project is also likely intended to keep the attention of the perennially overstimulated Gen Z. It’s no secret that young people spend hours on platforms such as TikTok and YouTube and although Tinder serves a unique purpose in comparison, our attention is still divided.

With Swipe Night’s potential to draw people in with a compelling narrative for relatively long periods of time, I truly think that the initiative is likely to rack up numbers similar to its key competitors and it’s certainly the best time to be branching out.

‘My research indicates that Gen Zers want to be heard and understood by larger institutions, whether it be their families, workplaces, or the media,’ says online dating expert Jess Carbino. ‘Tinder is smart to focus on, directly appeal to, and recognize the needs of this population.’

I’m really looking forward to seeing this develop. Tinder already made the process of meeting each other a lot more visual and exploratory than it used to be, and in focusing on where things are going for Gen Z in terms of how we interact across an entire social landscape, I genuinely believe this could work really well.

Brb while I wait for the next episode.