Hinge is using Substack to reconnect with Gen Z. We’ve seen lots of brands hopping onto the newsletter wave lately, but Hinge is truly committing—it’s currently their only direct social media (ish) contact with their brand community. The newsletter will build off their previous season of No Ordinary Love, which featured shorts about real couples and led to a 10.5% increase in brand consideration in the U.S. Now, they’ll be partnering with writers, designers, photographers, and more “chosen for their Gen Z perspective” when publishing No Ordinary Love season two—which they say aligns with Substack’s creative ecosystem. And in addition to the newsletter, the series will be made into a physical book shared with select book clubs in NYC and London, further positioning this series of stories as a community centerpiece, rather than a marketing tool. (Forbes)
