Tinder strengthens its image as a casual dating app ❤️🔥

Tinder has always had a reputation as a no-strings dating app, and has never been seen as a digital way to find a more serious relationship. Now, apparently, the platform intends to embrace that reputation as an app for young users who do not plan to settle down just yet.

According to the CEO of Match Group, which owns Tinder, the app is going to launch a marketing campaign that will promote being single as a lifestyle, with outdoor advertising (on billboards, for example), but also in digital media.

Mandy Ginsberg made the announcement this week to investors, during the review of third-quarter results. This was the admission that had been missing: Tinder does not work for people looking for long relationships. "Tinder has been a phenomenon since launch and spread so quickly that the market defined the brand, rather than the business defining it," said Ginsberg, referring to the reputation as a "one-night stand" app.

She also added that "the Tinder brand has a particular impact on users aged 18 to 25, because it offers them a fun and simple way to meet people". "But remember that this audience does not want a serious relationship or to get married. This is a time of exploring and self-discovery, of meeting other people and being sociable," Ginsberg continued.

The new marketing campaign will focus on a "solo journey", and the first content promoting that "single lifestyle" is already on the Swipe Life site, with stories about types of dates, travel, food and much more. For example, one of the most recent articles covers topics such as "seven strategies for dealing with horrible dates", "Tinder diaries: which of these five guys will win the date?" or "casual dating stories on Erasmus".

This is definitely not a market for anyone looking for a serious, stable relationship.

The advertising will be in the main cities of the United States of America, physically, but also on online channels. The goal, Ginsberg explained, is to "reinforce Tinder's positioning as a facilitator for users, allowing them to have much more fun and adventure".

So the business model is really clear: succeed among people who want to stay single, and that happens when those people are on the app swiping on the next people they want to be with. If we look more closely at the platform, it has never invested much in tools that would really encourage users to meet up or leave the app. On the contrary, new features, such as a news feed inside the app itself and GIF sharing, have been added.

If this were Match's only dating app, this meagre definition could be a problem. The point is that the group owns OkCupid and PlentyOfFish, among others, and so has the capacity to enter other kinds of markets.