Facebook Dating: Do People Actually Use It?

Facebook Dating Gains Traction: User Metrics and Appeal

Conversations surrounding online dating often center on popular platforms like Tinder, Bumble, Hinge, Grindr, and specialized apps such as Lex. However, despite its launch in 2019, Facebook Dating has remained relatively unmentioned in personal anecdotes – with more individuals reporting connections made through Facebook meme groups than the dating feature itself.

Growing User Base

Recent data released by Meta indicates that this perception may be inaccurate. Facebook Dating currently boasts 21.5 million daily active users (DAUs) across 52 countries, demonstrating a significant level of engagement.

As a feature integrated within the main Facebook application, rather than a separate app, Facebook Dating enjoys prominent placement in the bottom navigation bar. This visibility persists regardless of a user’s current relationship status.

Appealing to Younger Demographics

Notably, Facebook Dating is experiencing increasing popularity among younger users. In the U.S., the platform has 1.77 million users aged 18-29. While still trailing behind leading apps, it is steadily gaining ground.

For comparison, app analytics from this summer show Tinder with 7.3 million active users, Hinge with 4.4 million, Bumble with 3.6 million, and Grindr with 2.2 million active users across all age groups in the U.S.

Despite facing challenges in retaining Gen Z and young millennials on the broader Facebook platform, Meta reported a 24% increase in daily conversations on Facebook Dating within the 18-29 age group last year.

The Advantage of a Free Model

A key differentiator for Facebook Dating lies in what it doesn’t offer. Unlike some competitors, it doesn’t require payment to access desirable matches or unlock premium features.

Critique of Premium Features on Other Apps

Hinge’s “Standouts” feature, introduced in December 2020, exemplifies concerns with the monetization of dating apps. This feature identifies users the algorithm deems most compatible, placing them in a separate, exclusive section.

Accessing these “Standouts” requires sending a “rose,” awarded weekly for free, or purchased for $4 each. The act of sending a rose is visible to the recipient, potentially creating an awkward dynamic. This has led users to develop strategies to circumvent the system and “free” potential matches from this restriction.

Facebook Dating as a Viable Alternative

In contrast, Facebook Dating’s free access model presents a compelling alternative. This isn’t necessarily due to altruism on Mark Zuckerberg’s part; Meta already profits from extensive data collection. However, as users become increasingly dissatisfied with the pay-to-play dynamics of other apps, Facebook Dating may become a more attractive option.