Tinder Vibes: New 48-Hour In-App Events Launching Soon

Tinder Introduces “Vibes,” a New In-App Event Experience

Following a successful first quarter, Match, the parent company of the dating application Tinder, has revealed plans for a novel live event feature within its primary app. This new addition, named “Vibes,” integrates elements from previous Tinder initiatives, Swipe Surge and Swipe Night, to foster a dynamic and time-sensitive in-app experience.

Understanding Previous Features

Swipe Surge has long been a Tinder feature informing users when activity within their geographic area is heightened. During these “Surges,” user activity can increase up to fifteenfold, potentially boosting match rates by 250%, according to the company.

Swipe Night, conversely, was an interactive in-app series presenting users with a narrative and choices in a “choose-your-own-adventure” style. These selections were then showcased on user profiles, providing conversation starters for new matches.

How Vibes Combines Existing Concepts

Vibes draws inspiration from both Swipe Surge and Swipe Night. Users will receive notifications about Vibes events, similar to Swipe Surge, either through push notifications or upon opening the app.

Like Swipe Night, the primary objective of Vibes is to facilitate conversations beyond simple greetings. It aims to provide users with shared talking points from the outset.

The Vibes Experience

Unlike Swipe Night’s video series format, Vibes presents users with a series of questions covering personality traits and popular culture. Responses are then displayed on profiles for a duration of 72 hours.

When matches who have participated in Vibes begin chatting, they can view each other’s responses directly within the chat interface, as Tinder has stated.

Encouraging Video Chat

Vibes is also designed to encourage the use of Tinder’s video chat feature, which underwent testing last year. Users participating in Vibes will be offered the option to continue their conversations via video.

Each Vibes event will be limited to a 48-hour timeframe, concentrating user engagement within a defined period. If successful, this feature could provide Tinder with a tool to boost app engagement as needed.

Match Group’s Recent Performance

This announcement comes after a strong financial quarter for Match. The company demonstrated resilience during the pandemic, despite restrictions on in-person dating.

Tinder experienced continued growth as individuals sought online connections while socially isolated. However, this growth experienced fluctuations coinciding with surges in COVID-19 cases and subsequent lockdowns.

Financial Highlights

In the first quarter of 2021, Match reported revenue of $668 million, representing a 23% increase year-over-year. Brands outside of Tinder saw a 30% rise in direct revenue, while Tinder itself grew by 18%, an improvement from the 13% growth observed in the fourth quarter of 2020.

The company indicated it is observing a return to normal levels as vaccine distribution progresses.

Increased User Engagement

Tinder engagement also surpassed pre-pandemic levels in the last quarter. Daily swipe activity increased by 15%, messaging by 19%, and conversation lengths extended by 32% compared to the baseline period before COVID-19.

Vibes is scheduled to launch later in May.