Tinder Double Dates: Set Up Dates with Friends!

Tinder Introduces 'Double Date' Feature to Boost User Engagement

Responding to a decline in user activity, Tinder unveiled its new Double Date functionality on Tuesday. This innovative feature enables users to connect with potential matches alongside friends, fostering a collaborative dating experience.

How Double Date Works

The Double Date feature allows users to partner with a friend and explore profiles of other paired users. Matching is based on shared preferences, including gender and sexual orientation. Upon a successful match, a group chat is initiated, including all four individuals.

Users retain the flexibility to express individual interest; they can choose to like a specific profile within the match for a potential one-on-one conversation. Up to three friends can be invited to participate in this novel approach to dating.

Addressing Dating Anxiety

Tinder anticipates that encouraging double dates with friends will lessen the pressure and apprehension frequently linked to solo dating. This aims to cultivate a more relaxed and approachable atmosphere for all participants.

Cleo Long, head of product marketing, explained to TechCrunch, “Our initial testing revealed that users felt more at ease being themselves when connecting with a friend, which often resulted in increased engagement.” She further stated that the group chat format simplifies initiating conversations and arranging casual meetings, potentially leading to friendships, romantic relationships, or connections of various kinds.

Context: Match Group's Subscriber Decline

This launch occurs following a reported 5% decrease in paid subscribers for Tinder’s parent company, Match Group, bringing the total to 14.2 million across its suite of dating applications in the first quarter.

Double Date represents a strategy to win back lost users and attract new ones. Early trials have shown encouraging results, with approximately 12% of users accepting a Double Date invitation being either new or returning to the platform.

Increased User Interaction

Internal data indicates that users involved in Double Date chats sent 25% more messages compared to typical one-on-one interactions. Message volume within these group chats was 35% higher, particularly among users under the age of 29.

The feature underwent initial testing in select regions, including Latin America, Spain, and the Nordic countries. A full global rollout is scheduled for July.

The Rise of Group Dating

There's a growing trend towards group dating experiences, with apps like Fourplay, DuoDate, and Doubble already finding success in this area. A recent study by U.K.-based Slide 1828 revealed that 48% of Gen Z respondents believe double dates can help reduce dating anxiety.

Expanding Social Features

Long also highlighted other features, such as Matchmaker and Share My Date, as complementary options that “transform dating into a more collaborative activity.” She noted that a recent Tinder report showed that nearly half of singles seek support from friends while navigating the dating world.

This feature builds upon previous concepts, like Tinder Social, but prioritizes fostering a genuine and comfortable dating experience over a purely social or party-focused environment.