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Bumble is partnering with TikTok in a campaign encouraging users to reveal their “authentic personalities” across Western Europe.

Oct 06 2021

Bumble is partnering with TikTok in a campaign encouraging users to reveal their “authentic personalities” across Western Europe. With the global pandemic putting in-person dating on hold for most, dating app usage among young singles has increased. YPulse research found that 40% of single 18-39-year-olds in the U.S. have been using dating apps and sites more often since COVID hit. Late last year, Match Group (which owns Tinder, OKCupid, Match.com, Hinge, and Plenty of Fish) reported that messages were up 30-40% across most of their apps compared to the year prior. At the same time, though, single Gen Z and Millennials have grown tired of the online dating of old, and want something more authentic. In an effort to make more quality matches, Bumble’s campaign taps TikTok creators in the U.K., France, and Germany, who will create videos related to TikTok subcultures that will “inspir[e] people to improve as daters” by revealing their true selves. (Campaign Live)