Hinge’s findings, published here, inspired McLeod to redesign the company’s app and relaunch as a subscription service in 2016.Ī dating app that masquerades as a social network, users create a “story” on their profile that others can comment on and tap to “like.” Potential matches scroll up and down to see photos and videos, as well as responses to prompts, such as “the next vacation you want to go on…” and “your dream superpower…” These cues, intended to ease the pressure of summing oneself up in 300 witty characters, offers Hinge users novel ways to express and promote themselves. Shortly thereafter, Hinge sent out surveys to more than 500K users, asking them questions about dating and their experiences on the app. In 2015, Vanity Fair’s feature, “ Tinder and the Dawn of the “Dating Apocalypse” ,” implicated the new age of datings apps in perpetuating so-called “hookup culture.” The piece spurred a Twitter war between Tinder and some of its angry users but, for Hinge’s McLeod, the article was a wake up call. Related Post: Case Study: How American Express Works With Top Instagram Influencers The Story Behind The New Hinge App In this way, Hinge was able to reach and engage their audience in a friendly and memorable way. Taking the comedic route also invited interaction, with many followers adding their own thoughts and opinions about dating and Hinge. Looking to sidestep this pitfall, Hinge was smart to team up with accounts that specialize in taking the edge off - or adding it - to challenging topics.
While the stigma around dating apps has largely evaporated, marketing these services can often be presented in melodramatic or corny ways. Hinge’s influencer partnerships aim to promote the brand rather than explicitly rack up app downloads. Notably, Hinge’s partners use messaging doesn’t include a strong call-to-action, which is rare for direct-response brands that typically look at acquisitions as their key performance indicator. Hinge opts for funny, relatable content with a lighthearted tone. Hinge has successfully relaunched their app by embracing influencer marketing, working with a range Instagram influencers and meme accounts to create content aimed at wooing online daters. Hinge App Reinvents Through Branded Partnerships With Instagram Influencers That’s why 75% of our first dates turn into second dates.” Hinge App describes itself as an “alternative to swipe culture by creating smart matches and natural conversations among people who are on the same page. Now with 100K+ app installs on Google Play and a recent acquisition by Tinder parent company, Match Group, Hinge seems to finally be having its moment. Rebranded as “The Relationship App,” swipes are gone, an Instagram-like format has been adopted, and subscription plans range from $5-13 per month. However, in an ever-crowded space - which would come to include rivals such as location-based Happn and female-empowering Bumble - Hinge struggled to find its unique point of difference among today’s busy daters.
Hinge dating app how it works free#
At launch, Hinge’s free app had a similar function to Tinder, offering swipeable profiles of prospective partners. Founded in 2011 by Justin McLeod, Hinge app was released in February 2013 in a market largely dominated by online sites such as OkCupid, Match, and eHarmony. Over the years, New York-based Hinge has worked diligently to carve out its niche in the uber-competitive world of online dating.
For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter! Hinge Worked With Influencers to Rebrand and Relaunch Their App
0 kommentar(er)
