{"id":131397,"date":"2025-03-13T19:49:20","date_gmt":"2025-03-13T19:49:20","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/hinge-is-bucking-dating-app-burnout-with-marketing-that-caters-to-gen-z\/"},"modified":"2025-03-13T19:49:20","modified_gmt":"2025-03-13T19:49:20","slug":"hinge-is-bucking-dating-app-burnout-with-marketing-that-caters-to-gen-z","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=131397","title":{"rendered":"Hinge Is Bucking Dating App Burnout With Marketing That Caters to Gen Z"},"content":{"rendered":"


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A couple sits side-by-side in a diner booth, recounting how they met. Strangely enough, they were neighbors growing up\u2014\u201cI had a hundred chances to say hi to him,\u201d the woman recalls\u2014yet they didn\u2019t meet until matching on Hinge.\u00a0<\/p>\n

While the scene could be lifted from a romantic comedy, its a true story shared by the dating app in its latest campaign, \u201cIt\u2019s Funny We Met on Hinge.\u201d Such unexpected love stories\u2014with all their \u201ctwists and turns,\u201d per chief marketing officer and newly appointed president Jackie Jantos<\/a>\u2014are evidently resonating with audiences in the era of dating app fatigue. In its 2024 earnings call, Hinge owner Match Group credited the campaign for attracting new users, especially women.\u00a0<\/p>\n

Hinge\u2019s strategy to reach Gen Z and \u201cintentional daters,\u201d as Jantos calls them, is helping woo people to the app as evidence mounts that dating apps are turning off many consumers. Over the past decade, dating app usage has nearly halved, according to a 2024 Forbes Health and OnePoll survey<\/a> which found that users spend an average of 51 minutes per day on dating apps, compared to 100 minutes daily 10 years ago.<\/p>\n

However, Hinge\u2019s 2024 revenue rise of 39% outpaced growth at its owner, which saw a 3% revenue increase, and of another brand in the Match portfolio, Tinder, which posted flat revenues in 2024. Match, the world\u2019s largest dating apps company, is under pressure to turn around the business after forecasting a 3% to 5% revenue drop in the first quarter of this year. It appointed Zillow co-founder Spencer Rascoff as new CEO in February.<\/p>\n

Meanwhile, rival Bumble\u2019s 2024 revenue fell by 4.4%, and its founder Whitney Wolfe Herd is returning as CEO this month to help reverse its fortunes.<\/p>\n

As of October 2024, Hinge became the second most downloaded dating app in the U.S. for the first time and is the number one most downloaded dating app in 10 countries including France and the U.K., per research firm Sensor Tower and Match\u2019s 2024 earnings report. This global growth shows it is \u201cabsolutely bucking the trend [of dating app fatigue],\u201d Jantos told ADWEEK.<\/p>\n

Notably, Hinge is outperforming while investing less in advertising than its competitors. Tinder and Bumble far outspent Hinge in U.S. advertising last year, according to data from marketing intelligence platform MediaRadar.<\/p>\n

\u201cWhile we\u2019re outspent by competitors, we\u2019re still the fastest-growing dating app because we prioritize being genuinely useful and in tune with daters\u2019 needs,\u201d Jantos said. \u201cWhen you build your strategy around real user experiences and helping people find meaningful connections, you don\u2019t need the biggest budget to make the biggest impact.\u201d<\/p>\n

As Hinge\u2019s global growth ambitions continue into this year\u2014it plans to roll out into Latin America, first with Mexico in the third quarter and Brazil in the fourth quarter of 2025\u2014Gen Z, or \u201cthe next generation of daters,\u201d will remain the brand\u2019s \u201cprimary focus,\u201d said Jantos.<\/p>\n

<\/p>\n

A message with longevity<\/strong><\/h4>\n

Compared to peers Tinder and Bumble, Hinge has the longest-running brand platform and came out ahead with a claim to facilitate meaningful connections. The tagline \u201cDesigned to be Deleted\u201d debuted in 2018, with an ad campaign in 2019, and continues to endure across the brand\u2019s communications.\u00a0<\/p>\n

By sticking to that promise, Hinge has been able to establish a reputation as \u201can app in service of highly intentional daters,\u201d said Jantos.<\/p>\n

\u201cWe are not incentivized in keeping you on the app; we are actually incentivized in getting you off the app to date, which is differentiated in a world of many different kinds of apps, be them social or dating,\u201d Jantos said.\u00a0<\/p>\n

Hinge has evolved that messaging to be more multidimensional and relatable, most recently with the \u201cIt\u2019s Funny We Met on Hinge\u201d campaign. The aim is to stand apart from \u201carchaic representations of love and relationships that can feel really unachievable,\u201d Jantos said.<\/p>\n

\u201cDating is really hard, and someone\u2019s story, with all the twists and turns, can be really humanizing and give people some hope. Some of these love stories aren\u2019t perfectly successful, which is what makes them even more honest,\u201d Jantos said. \u201cUltimately, the authenticity and truth of those stories is what people connect with.\u201d<\/p>\n

Leaning into creators and inclusivity<\/strong><\/h4>\n

Hinge spends less on advertising than its peers partly because it invests more in creator-led marketing, said Jantos. Creators are \u201cby far\u201d a larger part of its marketing plan than traditional channels, she said, declining to specify the exact spend.<\/p>\n

Instead of producing its own social media content, Hinge relies on creators and influencers. While it maintains official @hinge accounts on Instagram and TikTok, those profiles are blank apart from a post on the former with the \u201cDesigned to be deleted\u201d tagline.<\/p>\n

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\"Dating
<\/a> <\/div>\n<\/section>\n<\/div><\/div>\n

\u201cWe only tell stories of Hinge through creator partnerships,\u201d said Jantos. \u201cGen Z seeks authenticity. Brands showing up in digital are better served doing that in partnership with like-minded creators.\u201d\u00a0<\/p>\n

And at a time when many brands are bending to political pressure and rolling back diversity, equity, and inclusion (DEI) programs, Hinge maintains that its \u201cvalues are firmly grounded in inclusion and being a dating app for all,\u201d Jantos said.\u00a0<\/p>\n

<\/p>\n

This is important, as Gen Z\u2014whom numerous studies found value DEI\u2014make up 56% of Hinge\u2019s users, while 15% are LGBTQ+ daters.\u00a0\u201cIf we\u2019re a product in service of Gen Z, we need to stand with Gen Z,\u201d said Jantos.<\/p>\n

Inclusion is part of the company culture but also informs the relationships represented in its marketing, as well as its product design. For instance, anew feature, Match Note, gives daters the option to privately share key details about themselves with matches before starting a conversation.\u00a0<\/p>\n

Match Note was inspired by focus groups with transgender daters. In conversations with the organization TransTech Social, Hinge learned that some trans, nonbinary, and queer daters want a way to share important personal topics, such as gender identity or boundaries with physical intimacy, without including them on profiles or repeating them in every chat.\u00a0<\/p>\n

The development of Match Note demonstrates \u201chow we include audiences who are underrepresented in our design and product innovation,\u201d Jantos said.<\/p>\n

Tackling loneliness <\/strong><\/h4>\n

Hinge knows it has big issues to address as Gen Z experiences higher levels of loneliness and isolation compared to older generations, according to studies like this 2025 Pew Research Center survey<\/a>.<\/p>\n

Factors such as the rise of tech and social platforms\u2014people are spending 1,000 fewer hours in person with each other than they were a decade ago, per a 2023 report from the U.S. Surgeon General<\/a>\u2014are fueling the loneliness epidemic.<\/p>\n

\u201cThe way people are feeling more generally because of the macro perspective is resulting in us not feeling so confident in how we\u2019re engaging and where we\u2019re engaging,\u201d Jantos said. \u201cAt Hinge, we have to do work to help people feel more confident and ready to meet in person.\u201d<\/p>\n

\n
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\"Jackie
<\/a> <\/div>\n<\/section>\n<\/div><\/div>\n

To address this issue, Hinge has made loneliness the focus of its social impact program, One More Hour<\/a>, which last year granted $1 million in funding to social groups across the U.S. that aim to foster community among young people. It has also created dating guides, shares tips on the app and online, and has launched features like Your Turn Limits, a notification that reminds users when it\u2019s their turn to respond in a conversation with a match.\u00a0Hinge plans to expand the One More Hour into the U.K. this year.\u00a0<\/p>\n

Perhaps paradoxically, \u201cWe\u2019ve proven over time that helping people get off the dating app is actually the secret to our growth,\u201d she said. \u201cWhen you focus exclusively on users\u2019 outcomes for any digital product you build, your product will succeed.\u201d<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

A couple sits side-by-side in a diner booth, recounting how they met. 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