Tinder courts video enthusiasts with mystery series
Tinder announced Monday that it will be launching a second edition of its popular interactive video series “Swipe Night”, as the dating app woos fans of shorthand platforms like TikTok and Instagram.
Users of the dating app, where you swipe left or right on people’s profile pages to signal their interest, will be able to simultaneously watch the unfolding of a murder mystery, make choices that affect the direction of history and even become a suspect along the way.
Those taking part in the Sunday series will eventually be paired with others to debate likely suspects and analyze clues in an effort to solve the crime.
“Swipe Night was our first big experiment to see if the members wanted to do something more than Swipe, and the answer was a definite ‘yes’,” said Tinder VP of Product Kyle Miller.
“The evolution of Swipe Night, and more broadly the experiences on Tinder, provide members with a fun, low-pressure way to break the ice.”
The first version of Swipe Night had an apocalyptic theme and attracted 20 million Tinder members, who saw a 26% increase in match searches compared to a typical Sunday night, according to the platform.
Tinder is here to appeal in particular to a generation of people 25 and under with a proven appetite for connections and conversations around online content, according to Miller.
Short videos on platforms such as Instagram, TikTok and YouTube are proven hits with young internet audiences.
Tinder, which is owned by Match Group, is a leader in the online dating market, where it faces competition from established services such as Bumble and Hinge as well as newcomers such as the Snack video dating app.
Tinder Users Get ‘Apocalyptic’ Reality Show During Dating Experience
© 2021 AFP
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