Tinder is still trying to win Gen Z back with IRL events and less swiping. The dating app’s U.S. monthly active users have dropped from 18M in early 2022 to around 11M today, as young daters especially grow tired of endless swiping and turn to running clubs, singles parties, and even Costco to meet people IRL. To join them offline and keep them on the app, Tinder has launched new features like college mode, double dates, and an AI tool that analyzes users’ camera rolls to surface personality and interests. The app also hosted a campus event with DJ Disco Lines at UCLA, promoted through TikTok influencers. Tinder’s head of product says they know “Gen Z wants to connect authentically,” and believe in meeting organically—even if that means seeking out the right organic moments. (The Detroit News, LA Times)
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