Dating apps integrate friend-based features to boost matches
Trend - 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.
Insight - 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.
Insight - 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.
Workshop Question - How could your brand align longstanding values with technological changes in its space?
Trend Themes
1. Friend-based Matchmaking - Dating apps are prioritizing authentic connections by using friendship as a basis for matchmaking.
2. Socially Designed Platforms - Dating apps are becoming more social, allowing users to turn match finding into a group activity.
3. Smart Matchmaking Algorithms - New dating platforms are using personalized matchmaking algorithms and filters based on users' requests and interests.
Industry Implications
1. Online Dating Services - Companies in the online dating services industry can explore new ways to facilitate authentic connections and prioritize user experience.
2. Social Media Platforms - Social media platforms can integrate dating features to better align with their users' need for trust and authenticity in online connections.
3. Gaming and Entertainment - Companies in the gaming and entertainment industries can explore opportunities to incorporate socialized dating features into their platforms.
