Bumble created a new YouTube dating advice show. The brand knows all about young people’s complicated relationship with dating apps—even though they’re central to dating now, Gen Z isn’t crazy about them. And as the number of its paying user base and revenue continues to dip, the show is an effort to rebuild its relationship with young people. (Again.) “Bee Line” will have a rotating cast of talent who will answer crowdsourced questions sent from real people via social media or Bumble branded phone booths in New York City and Los Angeles, making it experiential too. Gen Z comedian and influencer Jake Shane will be the host of the first episode. YPulse data shows Bumble ranks below Tinder, Hinge, and Facebook Dating on the platforms 18-39-year-olds use, so turning to true entertainment could provide the reach it needs. (Marketing Dive)
👀 Read more from YPulse: How Young Americans and Europeans Use Dating Apps Differently
