Established dating outfits could be in line for a shakeup if new start-up Tinder gets its way.
In a move bound to excite the interest of social media managers and content managers, the LA-based firm aims to exploit the techno-savvy of the mobile generation while removing the “creep factor” that dating sites are so often associated with.
Fostering the love connection
Rather than publish swathes of detail about individuals, Tinder adopts a more subtle approach. The iOS app links you to other people in a 50-mile radius who – based on the information supplied from shared Facebook friends, networks and interests – it thinks you might like to get in touch with.
At this point, many of its competitors would swamp each party with intimate information about the other; but Tinder’s approach is to allow users to ‘like’ a profile with complete anonymity and move on to the next possible match without too much damage done. Matches are made by a points scoring system generated from the information the app collects, but this not a static process designed to assemble a one off profile. Instead the app responds to user behaviour over time and makes suggestions accordingly. Perhaps most crucially, neither party can contact the other unless they have both declared an explicit interest.
Making mobile dating work
Tinder CEO Sean Rad is on record as saying he believes that Tinder’s low-key approach to dating is one of the reasons why college students are finding it so appealing and the figures appear to back him up. The initial pilot was trialled on college campuses – a prime site for prospective daters. The resulting figure of 1 million matches and 35 million profile ratings were generated in less than two months, leaving some to suspect that Tinder’s approach to analytics is cutting a path straight to the secret of social media dating success.