Socialized
Dating

Socialized Dating: Brands in the business of creating dating apps are aiming to establish trustworthy connections by using friendship as a basis for matchmaking. Whether facilitating friendships first between potential matches, or using existing friends to vouch for users of the apps, these brands are prioritizing authentic connections.

Prior to the ubiquity of dating apps, most people met their partners through their immediate networks—particularly through friends. The fatigue that’s now associated with sifting through hundreds of potential partners on various apps has resulted in a reversal where consumers seek out the more trustworthy, authentic connections that were once made by meeting people in-person first. With dating apps developing algorithms to better align with these views, consumers are able to benefit from the convenience of online dating, while believing in its ability to create strong connections.