Tinder is "obsessively" thinking about how to reach Gen Z, says CMO Melissa Hobley

<ul><li><keyword id="228306" type="COMPANY" weightage="20" keywordseo="OkCupid">OkCupid</keyword> has been in the dating industry for the past 15 years and has seen the landscape evolving quite closely</li><li>In the last few years, OkCupid observed that millennials are seeking a meaningful relationship with a like-minded partner to share their beliefs. ‘The new s*x appeal is centered around questions like did you vote, and would you stand up for gender equality’</li><li><keyword id="7208392" type="UNKNOWN" weightage="20" keywordseo="Melissa-Hobley">Melissa Hobley</keyword> of OkCupid tells us how they factor these data points into marketing campaigns, the importance of being fearless as a brand, and how OkCupid survived without a CMO for 13 years of its existence</li></ul> In an era when millennials get a lot of flak for being superficial, self-obsessed, and selfie-driven, the data points on OkCupid reveal quite the opposite. The young generation is now looking for meaningful relationships with a like-minded partner to celebrate and share their values, beliefs and quirks, says Melissa Hobley, Global CMO, OkCupid. And it is not just in the US; the entire dating landscape is changing. “We have a question people can answer on their profiles: "Would you prefer great s*x or sane politics?" We've been around a long time, so we know it's always been "great s*x" in the US. Always. But last year, in certain cities within certain age groups, you see a shift. So in San Francisco with young women, now they want sane politics over great s*x. In India that conversation shift is about whether two people in love need to get married (surprise- a majority of people don’t think marriage is a necessity for people in love). What I think is so beautiful is how much this group of individuals care about some of the things going on in the world and the role that they want to play in finding their person,” she adds. Making the Right Noise With the Best Campaigns Across the World It was last year that OkCupid broke its dry spell from marketing its product. Under Hobley, OkCupid created the iconic ‘DTF’ (Down to Fu*k) ads and replaced the "F" word, twisting the meaning around with what millennials truly resonate with. While the dating app faced some cultural challenges when it launched its international campaign in different countries, that did not shake its spirit. The ‘DTF’ ads were banned in some markets for being ‘too provocative’ and depictions of same-sex couples was not taken well by anti-pride communities. “I haven’t been here long enough to take credit for this, but OkCupid has a legacy of taking a stand on social issues over the last fifteen years. For instance, we were the first to create an actual workable solution if you identify as non-binary, and doing that in a dating app is challenging - it’s almost like building the Empire State Building and then changing the plumbing! There’s no business case that said you will ever recoup the cost, time, or energy. So our legacy and history really enabled us to say that this was the right thing to do,” shares Hobley. In India, OkCupid’s <keyword id="8167972" type="UNKNOWN" weightage="20" keywordseo="find-my-kind">Find My Kind</keyword> also aimed at changing the course of conversation around how the society sees millennials. To them, freedom of choice is non-negotiable, and the campaign overturns decades of patriarchal values and rigid gender roles with thoughtfulness and quirks. The campaign draws insight from its user responses to questions on the app. An overwhelming 92% said that they feel their values vastly differ from their parents, and close to 72% do not believe they echo their friends’ preferences either, clearly establishing them as a generation that values what they want, not what others want for them. The data further revealed that 67% would rather find a meaningful relationship in the serendipity of a dating app than have friends or family arrange a set up. Surprisingly, 68% don’t even believe marriage is mandatory for people in love. While OkCupid’s international campaign ‘DTF” raised some eyebrows, made a few people uncomfortable and spurred a change, India’s ‘Find My Kind’ was rather subtle. Telling us the reason behind this dichotomy, Hobley said, “At OkCupid, we look at the relevance of stories as we tell them and reflect our users’ stories. These campaigns pushback against the conditioning of needing to compromise and letting other people choose the kind of relationship you should spend a large part of your life in. For #FindMyKind, we wanted to echo the outlook of the Indian millennial and give voice to their struggle against society. Across each activation, from the TVC to the all-woman comedy tour, the campaign hashtag makes a social and political statement, challenging generations of societal expectations in a movement to champion freedom of choice.” Surviving without a CMO and Advertising Founded in 2004, two years after Tinder came into existence, OkCupid refrained from advertising and getting a designated marketing professional on-board for a long time. Tinder’s ‘Single, not sorry’ campaign or Bumble’s huge launch into the market did not scare them either. Hobley says their strong product and word-of-mouth was doing the magic for them. “Most of the early work was focused on the product itself and making the questions that inform the algorithm meaningful to users,” said Hobley. Taking pride in OkCupid’s journey, Hobley further shares, “OkCupid was designed to allow potential daters the chance to find out as much as possible about their match, revealing the person behind the profile. There are hundreds, if not thousands, of couples who found a lasting relationship on OkCupid since it was founded in 2004. These stories are organic and a marketer's dream taking OkCupid from a dot-com to an app - it’s the strength of product. These authentic stories continue to be the reason OkCupid is one of the most popular dating apps worldwide after nearly two decades of being conceptualized.” Plan Ahead Hobley denied to share OkCupid’s investment and revenue numbers but said that they measure their success rate in terms of meaningful connections that are formed on their platform every year. “OkCupid has always measured its success in the stories we receive from our users of their meaningful connections. Nothing makes me happier than seeing people find meaningful connections after years of being told to be everything but themselves in a quest for love. In the next three years, we’ll continue to measure success on those terms.” In India, OkCupid received a tremendous amount of love for its first campaign and it will continue being an important country for the platform. “Find My Kind is our first 360 degree brand campaign and the response has been incredible. India will continue to be an important geography for us with energy focused on building a superior product and encouraging a community of kindness, where you can celebrate your story and find meaningful matches through it,” says Hobley. Going forward, OkCupid will continue reminding what millennials are capable of via their strong campaigns. “As the dating scenario evolves worldwide and more people turn to dating apps to find love and companionship, we will also see society evolve into one that is more accepting of the reality that there is more to a person than their picture, and that millennials are capable of asking for what they want up-front, and getting it at the tips of their fingers. We will continue supporting and empowering women with a safe, private and inclusive space where they can build meaningful connections and make their own choices with confidence,” said Hobley.

How OkCupid Changed the Way Society Looks at Dating Millennials Across the World

<ul class="summary-list"><li><a href="https://www.businessinsider.com/melissa-hobley-global-cmo-tinder-melissa-hobley-global-cmo-tinder-2023-6">Tinder users</a> can now let their friends and family recommend potential matches directly in the app.</li><li>You can invite up to 15 people to review possible matches in 24 hours. You still have the final say.</li></ul>Tinder users: Your friends and family can now play Cupid for you directly in the app.A new matchmaker feature on the dating app lets users invite others to review potential matches for them, Tinder <a href="https://www.tinderpressroom.com/2023-10-23-TINDER-MATCHMAKER-TM-INTRODUCES-THE-ULTIMATE-WAY-FOR-POTENTIAL-MATCHES-TO-PASS-THE-FRIEND-TEST">announced</a> Monday. So if you've ever wanted to get a second opinion (or first?) from your best friend or your mom before swiping right, now you can.Users can invite up to 15 people to view <a href="https://www.insider.com/make-your-dating-profile-more-original-2023-10">profiles of potential matches on the dating app</a>. Matchmakers don't need Tinder profiles of their own. They'll have 24 hours to weigh in, but they won't be able to message anyone on the user's behalf. A profile will be flagged as a recommendation if a matchmaker liked it, but it's still ultimately up to the user whether to swipe left or right."Tinder Matchmaker brings your circle of trust into your dating journey and helps you see the possibilities you might be overlooking from the perspective of those closest to you," said Melissa Hobley, Tinder's chief marketing officer, in the press release Monday.The feature is now available in 15 countries, including the US, and Tinder says it expects to roll it out to more in the coming months. In an online survey commissioned by Tinder of 2,500 single people ages 18-25 who are actively dating, more than 75% said they talk about their dating life with their friends several times a month.The rollout of the new feature is the biggest news to come out of Tinder since September, when the company announced a <a href="https://www.businessinsider.com/tinder-select-new-ultra-premium-subscription-dating-app-match-2023-9">jaw-dropping $500 premium monthly subscription</a> available to the top 1% of its most active users. Match Group, which owns Tinder and another dating app, Hinge, plans to roll out<a href="https://www.businessinsider.com/ai-is-coming-for-tinder-and-other-dating-apps-2023-8"> AI tools aimed to help users select their best profile photos and explain why matches are compatible</a>."I think we can help a lot of people across the world find their happiness a lot quicker, a lot safer, and a lot better," Bumble CEO <a href="https://www.businessinsider.com/bumble-ceo-says-ai-can-help-revolutionize-dating-2023-9">Whitney Wolfe Herd told Bloomberg recently about uses for AI in dating apps</a>.

Your mom can now recommend matches for you on Tinder

<ul><li>If you do pilates and champion the cause of the LGBTQ+ community, chances are you may get more likes than others.</li><li>Young daters are now looking at experiences and stories from their dates – not necessarily looking for any outcomes.</li><li>During the year 2023, feminine energy was dominant with most users on <keyword id="1738241" type="General" weightage="80" keywordseo="tinder" source="Orion">Tinder</keyword> listening to female pop stars than their male counterparts. </li></ul> If you are single and looking to hook up, then you better know your Yerba from your Mojito. And if you are into anime, dog walking or horror movies, chances of you snagging a date are that much higher. After three years of lockdowns, GenZers are more zen when it comes to trending emojis. Blame it on the pandemic or early enlightenment, this always-on generation prefers sharing yerba and rosary emojis to express their zen state of mind. For the uninitiated, Yerba is a milk based drink made with antioxidant rich plant extracts. Every generation has its own rules and lingo when it comes to <keyword id="6367193" type="General" weightage="100" keywordseo="dating" source="Orion">dating</keyword> and so do the 20 somethings of today. But their lingua franca has become more chill and less woke than it was a couple of years ago. Tinder, the world’s leading dating app, released its Year in Swipe Report for 2023 that shows what moved the cheese of singletons in 2023. Here’s a fun fact: Dogs in profiles will get you more clicks than cats. If you do pilates and champion the cause of the LGBTQ+ community, chances are you may get more likes than others. Last but not the least, girl power is the new superpower. The anthem of the holiday season in Tinder bios is Mariah Carey’s All I want For Christmas. Tinder has found that users with Mariah Carey All I want for Christmas in their profiles increases by 365% the chance to get a like during the holidays. <div type="image" title="IMG_1270 (1)" msid="105839241" hostid="261" sizebytes="24958"></div> Overall, the year 2023 was about positive vibes and self improvement through meaningful connections. Now the naysayers may laugh at this but it seems the GenZers want meaningful connections too, hook ups aside. And music plays a big role in finding inner balance. A big ask of most daters was not any specific outcome, but good stories and experiences. This change in mindset is called NATO – Not Attached To an Outcome. Young singles are focusing on the connection and are N.A.T.O (not attached to outcomes). Over a quarter (27%) of 18-25-year-olds using Tinder’s Relationship Type feature say they are “open to exploring”, and 22% using the Relationship Goals feature say they are “still figuring it out”. In India, a similar trend emerged where a quarter (25%) are “open to exploring”, and 65% are “still figuring it out”. So taking an open approach allowed them to meet new people without closing themselves off from all the possibilities that come from putting yourself out there. Says Melissa Hobley, Chief Marketing Officer at Tinder. “It’s so exciting to see the data at Tinder shows that 69% of Gen Z want to challenge conventional dating and relationship norms. This year in particular marked a major shift where the journey is more important than the outcome. This new generation of daters is showing us what it means to date for the possibilities, freeing themselves from traditional expectations, allowing them to write their own, worthwhile stories.” <div type="image" title="Tinder 1_2023 (1)." msid="105839291" hostid="261" sizebytes="40588"></div> <cmsannotation type="cmsannotation" annotationid="Here are the top trends that defined online dating In 2023" text="Here are the top trends that defined online dating In 2023">Here are the top trends that defined online dating In 2023</cmsannotation>: #1. Delulu is the only Solulu This generation of young daters have made peace with the fact that having high expectations from their dates may lead to disappointment. Be it a bad date or having little money to get by, this generation prefers not to know the hard facts of life. But at the same time, they embrace their own delusions rather openly without any shame. Yes, if you are wondering what delulu is then it is their version of delusional. All of us are ‘delulu’ in our own unique ways and nobody embraces it better than GenZers. In fact, this generation’s anthem is – “delulu is the only solulu”. Solulu means solution. For the uninitiated, this translates into – embracing your own idealism or obsessiveness about something is the solution. This generation has found ways to make light of toxic relationships to its forever “broke” status. Broke here is a state of being that is devoid of money. It is the GenZ version of ‘ignorance is bliss’. #2. N.A.T.O dating – The diplomatic approach During the year, Tinder found across the globe that young daters no longer want an outcome from their relationships. Young singles are focusing on the connection and are N.A.T.O (not attached to outcomes). In fact, over a quarter (27%) of 18-25-year-olds using Tinder’s Relationship Type feature say they are “open to exploring”, and 22% using the Relationship Goals feature say they are “still figuring it out”.2 In India, a similar trend emerged where a quarter (25%) are “open to exploring”, and 65% are “still figuring it out”.3 So taking an open approach allowed them to meet new people without closing themselves off from all the possibilities that come from putting yourself out there. Singles fully embraced “main character energy” in 2023. They ditched the pressure of rushing to a “happily ever after” in favor of using the dating process to build a roster of new experiences and memories that bolstered their own personal stories. This refreshingly optimistic and lighthearted approach to making new connections took the pressure off establishing relationship labels and outcomes, leaving more room for self-exploration through dating. The shift to utilising dating as a source of self-fulfillment gave rise to the top <keyword id="2772298" type="General" weightage="70" keywordseo="dating-trends" source="Orion">dating trends</keyword> of the year. #3. Dating for the Plot This dating trend is more about the journey and less about “the end” in 2023. Singles were open to meeting new people to have new experiences and fun stories to tell, rather than taking a traditional goal-oriented approach. ”Dating for “the plot” has been buzzing on Tinder globally, with a 5.5x increase in users using the term in bios like, “Everything I do is for the plot, let’s make some memories.” Chandni Tugnait, Life Coach and Relationship Expert partner with Tinder India says, “This year we witnessed a shift in dating with young singles becoming the authors of their own romantic narratives. For them, it was more about letting experiences unfold naturally without the weight of expectations, rigid plans, and labels. Doing it for the plot encourages young singles to embrace openness to new experiences and say yes to opportunities they might otherwise overlook. Shifting away from outcome-focused dating, this reflects a move towards viewing the dating journey as a path to self-discovery, not just a checklist for commitment.” #4. Move over male pop stars, Taylor Swift is trending Feminine energy boomed around the world in 2023 and inevitably found its way onto Tinder. Taylor Swift was crowned the top Spotify artist on Tinder, Miley’s revenge bop “Flowers” was the 4th most popular Anthem added to profiles, and Rihanna fans showered her with support with a 52% spike in her songs being added to profiles following her performance at the big game1. Even when sharing their holiday spirit users turned to no other than Mariah Carey, whose “All I Want For Christmas” sees an average increase of 365% on profiles each holiday season 1. In fact, all through the year, female pop stars were more favoured than their male counterparts. Also, reflecting pop culture and the power of music in bringing people together, the buzzy anthems topping on Tinder all came from powerful female pop stars, like Taylor Swift, Miley, and Rihanna. #5. Time, the most valuable currency Stack dating, multi-dating, alphabet dating - it was all about being mindful, getting organised, and taking the situationship to the next level in 2023. In fact, 51% of surveyed young singles said they were open to new ways of fitting dating around their daily schedules. Singles refused to waste time this year. According to Tinder data, over 50% of young singles globally and in India used Tinder’s Love Styles feature to say they preferred time together' over the other love styles. ALSO READ: <a href="https://www.businessinsider.in/thelife/news/in-the-digital-age-chivalry-is-both-dead-and-alive/articleshow/105725957.cms" data-type="tilCustomLink" target="_blank">In the digital age, chivalry is both dead and alive</a>

Date hunting? You better know your Yerba from your Mojito, says Tinder’s year end report

<ul class="summary-list"><li>Several <keyword id="14196460" type="UNKNOWN" weightage="60" keywordseo="okcupid" source="Orion">OkCupid</keyword> users told Insider they choose who to date using the app's pro-choice badge.</li><li>The badge has soared in popularity as the US limits <keyword id="11901426" type="UNKNOWN" weightage="60" keywordseo="abortion" source="Orion">abortion</keyword> rights, including overturning Roe v. Wade.</li></ul>Natalie Fields once cut a date short after a man she met on a <keyword id="11911255" type="UNKNOWN" weightage="60" keywordseo="dating-app" source="Orion">dating app</keyword> called her a "disgusting murderer."Fields, 38, decided to leave when the man said his ex was "evil" for terminating a pregnancy. "He was very upset with me, and following me to my car, and told me that [if] I was okay with abortion, then I'm just as bad as a murderer," Fields told Insider.That experience is one reason that Fields now uses OkCupid's pro-choice badge to choose who to date. The badge is a label on a person's profile on the <keyword id="11911213" type="UNKNOWN" weightage="60" keywordseo="dating" source="Orion">dating</keyword> app that reads: "I'm pro-choice" in pink typography next to the female gender glyph. "I really, really appreciate [the badge] especially now with what's happening in the US with Roe v. Wade," said Fields, referring to the historic decision that granted people the right to an abortion and which the Supreme Court <a href="https://www.businessinsider.com/supreme-court-abortion-decision-final-ruling-scotus-roe-v-wade-2022-6?r=US&amp;IR=T">overturned Friday.</a>OkCupid launched the badge in September 2021, in response to <a href="https://www.businessinsider.com/texas-abortion-law-sb8-match-uber-lyft-2021-9">Texas' particularly punitive bill</a> banning abortions. Since then it has soared in popularity, as a number of Republican-controlled states have introduced increasingly restrictive legislation, and as the overturning of Roe v. Wade will likely make abortion illegal in half the country.In fact, the badge has been so popular — it is found across about half a million users' profiles — the dating app company has left it on its app, when it would otherwise have been a temporary feature."We will unapologetically support this issue," Melissa Hobley, OkCupid's chief marketing officer, told Insider.<div type="image" title="The &quot;I'm pro-choice&quot; badge on the app." height="3000" width="1500" msid="92451164" hostid="261" sizebytes="226022"></div>Hobley said the app first introduced a pro-choice filter in 2017, during Donald Trump's presidency when funding for Planned Parenthood was under threat. According to OkCupid, men who had the #ISupportPP got nine times more likes than those who didn't.The app has also found that people with "pro-choice" in their profile are nearly two times more likely to get a reply than those who don't. OkCupid tracks peaks and bursts of people talking about reproductive rights on the app — and saw a 77% increase of their mention on the app from April of last year to April of this year, said Hobley.Fields not only has the pro-choice badge but has indicated her stance on the abortion debate by answering one of OkCupid's thousands of profile questions, which asks users: "Are you pro-choice?" Despite the two pro-choice indicators on her profile, she's still had messages from men on the app who don't share the same view, indicative to her that men are simply interested in her because of her pictures and not her profile's other content.One man sent her a long message expressing his interest. When Fields went to check his profile, he had answered the "Are you pro-choice?" question with a no, and the explanation that "the female body is a host organism," she said."So clearly he did not pay attention to the fact that I am pro-choice," said Fields. "I've just noticed, a lot of men simply don't care … They think that they can have conflicting views on something like that and still have a chance.""For me, absolutely not. I would never date someone who is not pro-choice," she added. "I want to be with someone who agrees that my body is my choice."For Sarah Lynn Robinson, 30, the pro-choice badge is also a way to weed people out."This isn't a difference in where we like to eat, our budget, or any of the other things couples typically disagree about," she told Insider. "This is women's intrinsic rights and healthcare being stripped from us.""Your life partner shouldn't disagree with you on something as fundamental as reproductive rights. At least my husband won't," she added. The badge has also been used by some on the opposite end of the debate, to similarly weed out people they wouldn't date.Rod Jones, 20, indicates on his OkCupid profile that he is "pro-life." The pro-choice badge helps him determine those he would disagree with on the issue, and therefore find difficult to date."I'm willing to date someone who doesn't have a strong opinion either way but if they are strongly pro-choice, I'm not going to date them," Jones told Insider.While other dating apps have been reluctant to take a stance on social and political issues, OkCupid has even incorporated reproductive rights into their advertising, Hobley said."We want you to bring your issues," said Hobley, adding that this could be everything from climate change to LGBTQ+ rights.The OkCupid executive said that's in tune with how young people are dating nowadays."<keyword id="11974765" type="UNKNOWN" weightage="60" keywordseo="gen-z" source="Orion">Gen Z</keyword>, even if they're looking for [something casual], they are not sexually attracted to you if you do not align on certain issues," she said.

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Tinder is "obsessively" thinking about how to reach Gen Z, says CMO Melissa Hobley

Business Insider

How OkCupid Changed the Way Society Looks at Dating Millennials Across the World

Karuna Sharma

Your mom can now recommend matches for you on Tinder

Sarah Jackson

Date hunting? You better know your Yerba from your Mojito, says Tinder’s year end report

Malini Bhupta

OkCupid's popular 'pro-choice' profile badge is helping singles weed out people they will likely clash with as the US overturns Roe V. Wade

Urooba Jamal