Tinder had another successful quarter and saw its number of Gold subscribers grow by 61% to over 4.1 million. This increase was put down to the global rollout of Tinder Picks, which likely strengthened the attractiveness of a premium account.
Overall, there are now 8.1 million paying members across all of the Match Group-owned channels.
It’s growth was driven by advertising through multiple digital channels, social media influencers and on-the-ground ambassadors.
The dating app is also looking to develop the Feed feature. The plan is to add more content to drive engagement, because conversations that are started through Tinder Feed are 35% more likely to result in an offline interaction.
Since Match Group acquired Hinge, the relationship app has seen a huge amount of growth and development. It is continuing to pick up traction in a number of major US cities, as well as London.
Over 750,000 people downloaded Hinge in the past three months, 500% more than Q3 2017.
Match.com and Meetic.fr will be working to improve the value for their premium customers. This will be done by increasing the matching algorithm, reducing the number of adverts and upgrading to a more modern design.
They will also adjust their marketing campaigns to reflect the current environment. For example, less promotion on television and spreading the money across other digital channels.
Dominic is a reporter for Global Dating Insights. Originally from Devon, England he achieved a BA in English Language & Linguistics from The University of Reading. He enjoys a variety of sports and has a further passion for film and music.