Tinder announced that its interactive video event Swipe Night will go global this month and will be launched in Asia and other international markets from September 12.
This move by the dating app will help users by giving them another way to connect as they continue to stay at home because of the COVID-19 pandemic closures.
“Swipe Night” was first launched in the US last October. Now the international version of the series will be broadcast on the weekend. Users outside the US will get to see three consecutive episodes with the first one on September 12, and will be aired on consecutive Saturdays at the same time.
“Swipe Night” will offer viewers a “choose-your-own-adventure” narrative, but each of its episodes will only be seven-minutes-long and users’ choices are added to their profile, giving them another way to figure out if someone is a good match for them.
As coronavirus has made one-on-one meetings unsafe, “Swipe Night” has become an important business strategy of the company, to help it focus on organizing more virtual events and hangouts.
As a user engagement experiment, “Swipe Night” has been successful enough in the US. When it was launched last winter in The US, Tinder’s monthly usage showed a jump, but users were opening the app less on a daily basis. As Tinder announced the second season of “Swipe Night” in February, millions of users had tuned into the series and matches and conversations had increased by 26 percent and 12 percent, respectively.
Tinder said that during stay-at-home orders and social distancing globally, 52 percent more messages have been sent through the app, showing a peak on April 5, and swipe volume by users under 25 (or “Gen Z”) increased by 34 percent.
Now Tinder needs to find out the response and level of enthusiasm of the rest of the world for “Swipe Night”.
Tinder chief executive officer Jim Lanzone said, “When lockdowns began, we saw an immediate increase in our members’ engagement on Tinder, so we know we play an important role in their stay-at-home experience. While the global health crisis continues, we believe ‘Swipe Night’ can bring a welcome change of pace to our members around the world.”
“Swipe Night” is not the first in-app event that Tinder has introduced over the past couple of years to increase user engagement to compete with other dating apps for young users. Other examples include Spring Break mode and Festival Mode, which helped members in the US find other people who were headed to the same vacation destinations or events.