Wednesday, November 29, 2023

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    Tinder announces the launch of its new Matchmaker feature

    Tinder has announced the launch of its new feature that allows friends and family to asynchronously access one’s Tinder profile to recommend profiles for a user.

    Tinder Matchmaker assists singles and their dating deliberators in deeming if someone is worthy of a Like. Hosting a dating life debrief with friends is a time-honoured tradition, and according to the dating platform’s research, over 75% of surveyed singles said they discuss their dating life with friends multiple times a month. 

    The feature makes modern dating a team sport by essentially integrating the “friend test” into the platform. Users can now invite others, whether they have a Tinder profile or not, to view and suggest potential matches. It gives users on the platform the added intel of seeing who their friends Like for them when considering a potential match but, just like in real life, the user ultimately decides who they want to send a Like to.

    In fact, according to a survey by Tinder, Gen Z across Australia are no stranger to letting their friends swipe on dating apps on their behalf.1

    Nearly half of users (49%) have swiped for a friend and have had their friends swipe for them
    24% young singles swipe the most when they’re with their friends
    More than half (56%) admit to having asked their friend for their advice on profile pictures and bios for dating apps

    Melissa Hobley, chief marketing officer at Tinder, said: “For years, singles have asked their friends to help find their next match on Tinder, and now we’re making that so easy with Tinder Matchmaker. Tinder Matchmaker brings your circle of trust into your dating journey and helps you see the possibilities you might be overlooking from the perspective of those closest to you.”

    To bring users and their personal matchmakers up to speed on this new digital dating dynamic, Tinder has partnered with rapper Coi Leray, who knows that modern dating is complicated – for you and the crew – because bestie’s latest match might be around for a while. As such, she’s been crowned the Matchmaking Monarch of Tinder Court, where she illustrates the power of the “friend test” in newly released digital content.

    Leray said: “Handing your phone over to the friend group was the original vibe check. Obviously you want your friends to like whoever you’re crushing on, and Tinder Matchmaker is a fun way to get the bestie seal of approval even before the match.”

    Tinder Matchmaker

    Here’s How Tinder Matchmaker Works:

    A Tinder Matchmaker session can be started directly from a profile card, or within app settings. Users can share their unique link with up to 15 friends in a 24 hour period.
    After following the link, the matchmaker can either log in to Tinder or continue as a guest (after completing an age verification prompt and agreeing to Tinder’s terms as outlined).
    Matchmakers have 24 hours to play cupid before the session expires, where they can recommend profiles for the Tinder user but won’t be able to chat or send messages on their behalf.
    Once the session expires, Tinder users will have the opportunity to review the profiles their matchmakers’ Like for them. Profiles that received a Like from a matchmaker will be marked as a “recommendation” (profiles sent a Nope won’t change).
    The Tinder user still makes the final call on who to Like – but now knows who their friends are rooting for.

    Tinder Matchmaker is available now in the United States, Australia, Brazil, Canada, France, Germany, India, Indonesia, Japan, Mexico, South Korea, Spain, Thailand, United Kingdom, and Vietnam, and will be rolling out to Tinder users globally in the coming months.

    The campaign will roll out later this week in Australia across TikTok, YouTube, Snapchat and Spotify with help from local creator, Sasha Morpeth. She will be enlisting the help of her closest friends and Mum to recommend Tinder profiles for her.

    The post Tinder announces the launch of its new Matchmaker feature appeared first on Mediaweek.

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