Dating Apps Once Ran on Novelty. For Some Users, the Fun Is Over.
Ad campaigns for online dating companies have become flashpoints for frustrated online daters
6 min
As online-dating apps court new and younger audiences, some of their marketing efforts are turning off daters instead.
Bumble last month apologised for ads making light of women so frustrated with online dating that they would consider celibacy. The League, a dating app targeting “the overly ambitious,” was called “ick-inducing” for its recent ad campaign, which included taglines like “Date someone with a 5-year-plan that makes you want to ovulate.” And Hinge’s years-long “Designed to Be Deleted” campaign has started to fall flat for longtime users still looking for love on their phones.
Online dating continues to play a lead role in the romantic lives of millions of Americans. Around half of all U.S. adults under 30 have used a dating site or app at some point in their lives, and one in 10 adults with partners say they met their significant other by dating online, according to Pew Research Center data. And the industry’s biggest players, Match Group and Bumble, now generate annual revenues north of $3.4 billion and $1.1 billion, respectively.
But the ad campaigns have high stakes for online dating companies trying to achieve the right mix of user acquisition and pricing power to re-interest Wall Street in a saturated sector.
Online-dating growth has been slowing. Paying users declined 6% in the first quarter of the year at Match Group, whose portfolio includes the League, Tinder and Hinge, compared with a 3% dip in the first quarter of 2023. The Bumble app grew paying users 18% in the first quarter, compared with 31% growth in the period a year earlier.
Shares in both have fallen this year even as the S&P 500 rose. And some singles have become perhaps as wary as investors.
Nearly half of all online daters and more than half of female daters say their experiences have been negative, according to Pew , and a growing tide of users are sharing their dissatisfaction in popular Facebook forums and on TikTok. People bemoan a perceived rise in bad dating etiquette such as “ghosting” and the sending of unsolicited sexual messages, and blame the way online romance makes it easier to discard potential partners at a touch of a button. “Hacks,” or tricks designed to game the apps for better dates, abound, demonstrating the shortcomings of their designs.
And the companies’ growing emphasis on pricier premium services is giving users new reasons to scrutinise the algorithmically driven path to romance.
Bumble made its name as a free app that only let women make the first move, for example. But since 2016, it has charged for advantages such as unlimited “swipes” to connect with prospects. The most expensive plan today costs $80 a month. Nonpaying users on Bumble and other apps can hit a limit, which some say leaves them taunted by the nagging fear that their perfect partners are hidden just on the other side of a paywall.
In this environment, new ad campaigns have become a release valve for the tension.
Failure to launch
Bumble users had hoped change was on the way after a teaser campaign depicted a discouraged dater joining a convent but happily leaving after being handed the Bumble app. “We’ve changed so you don’t have to,” one of the ads promised.
“At this point, it’s the app’s responsibility not to rebrand, but to pivot technologically,” said Michelle Khouri , the founder of creator platform Recordical , who has been using dating apps on and off for 10 years following her divorce from a man she met through online dating service eHarmony.
But Bumble’s big move wasn’t a fundamental overhaul: The company was letting women put questions on their profiles to which men they matched with could respond without a specific invitation.
Disappointment became backlash when the full ad campaign included billboards that declared, “Thou shalt not give up on dating and become a nun” and “You know full well a vow of celibacy is not the answer.”
Female daters often thinly disguise their dissatisfaction with modern dating by joking about giving it up for a life of spinsterhood, and Bumble had done what all marketers try to do—joined the conversation .
The problem for many was that Bumble’s quips about nunneries located the problem in daters’ resilience, as opposed to the dating apps themselves, and the unfavourable dating culture some users say the apps’ owners have been complicit in fuelling.
“Bumble was a brand that built its identity on empowering women and then they absolutely laughed in our faces,” said Michelle Wintersteen, the founder and chief executive of branding and marketing agency MKW Creative and a former Bumble user who grew frustrated by its paywalls.
Bumble took down the billboards and made several public apologies.
“We just made a mistake in how that landed. It was not good and we felt really terrible about it,” Bumble CEO Lidiane Jones said at a Wall Street Journal event last month.
Jones added in an emailed statement that the company is enhancing its internal and external review processes, and “actively engaging in conversations to ensure our marketing tone matches the 10 years Bumble has dedicated to championing women and creating safe, respectful, and empowering spaces for connection.”
Some online-dating executives and observers think the gripes with dating apps are largely an extension of age-old ennui over the search for lasting love.
“This is not a new phenomenon, and I think that dating apps have crystallised and brought those concerns to the fore, primarily because the prior institutions that were responsible for connecting individuals—such as family, friends, churches, other homes of worship—were not able to assume blame in the same way,” said Jess Carbino, a sociologist who has worked as a consultant for Bumble and Tinder.
Pickup lines
When the League introduced its “Be a GoalDigger” brand campaign in 2023, its first big marketing effort since being acquired by Match Group in 2022, some had visceral reactions.
“Whoever is behind this truly thought they were like, hitting Gen -Z, being super edgy and cool,” said the TikTok user who reported getting the “ick” from its campaign. “In reality, it is the most millennial, cringy thing that makes you want to actually convulse.”
The app has “never been afraid of speaking up or speaking out about the kind of people that The League attracts,” said Lisa Kraynak, senior vice president of marketing for the League, in a statement. In addition to its ad mentioning ovulation, others read: “Find Your Goal Mate” and “Date Someone With Big Goal Energy.”
“We know that we aren’t for everyone, and that is a core part of our value proposition,” Kraynak added, noting that a number of people responded well to it.
Unlike apps such as Tinder and Bumble, the League requires profile approval to join. On the app, users get three to five prospects a day unless they upgrade to become a paying member, which runs $99 a week or $399 for a three-month subscription. Once a match is made in the app, users have 14 days to initiate a conversation before the matches expire.
Fighting flakes
These components, as well as features such as a “flakiness score” indicating which users have a habit of matching but not chatting, are why Kraynak said the League is “designed to combat the dissatisfaction with apps today .”
Tinder has leaned away from the celebration of singledom that it embraced in a 2018 brand campaign that called single “a terrible thing to waste.” While the app has long been associated with hookups, the company has more recently emphasised the various relationships that can result from its app. Its marketing now romanticizes “a toothbrush at their place” and “comfortable silences,” all while it seeks to upsell users.
“It was about shedding a perception that was too narrow and not accurate,” said Melissa Hobley, chief marketing officer at Tinder.
Hinge, the Match Group brand that has long positioned itself as an app for finding relationships rather than hookups, continues to iterate on its “Designed to Be Deleted” campaign launched in 2019. The company has refreshed the campaign every year since then with the same tagline.
On social media, some dissatisfied users say they have deleted the app—not because they found love but because the app didn’t work for them. Hinge said every feature is designed to help daters be intentional and that it is looking for ways to address dating burnout.
Chief Marketing Officer Jackie Jantos said Hinge is the fastest-growing major dating app.
“‘Designed to Be Deleted,’ as an idea and a marketing program, continues to help us build our base of users,” Jantos said.
Match Group said Hinge’s direct revenue grew 50% in the first quarter of the year as paying members increased 31% and revenue per payer rose 14%. It offers two types of subscriptions, Hinge+ and HingeX, which start at $14.99 and $24.99, respectively, a week.
More recently, the company partnered with a social-media brand that interviews couples on the street, to circulate their love stories that involve Hinge.
“We know that our best growth comes from organic success stories of people meeting on Hinge,” added Jantos.
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This stylish family home combines a classic palette and finishes with a flexible floorplan
Just 55 minutes from Sydney, make this your creative getaway located in the majestic Hawkesbury region.
4 min
Dana Cohen witnessed the meteoric, and frightening, rise of fast fashion working for apparel companies in New York City for over a decade.
“We went from designing unique, thoughtful products to chasing trends and everything started to look the same,” recalls Cohen, 41, who was born and raised in Florida but now lives in Brooklyn with her family. “I watched fabrics get ordered and never be used and garments piling up on sales racks. We were drowning in fashion excess.”
It was then Cohen realised that she could do something to help while remaining in an industry she loved. “I couldn’t be complicit in the destruction of the planet and knew there had to be a better way to design,” she says.
undefined In November 2019, just a few months before the pandemic, Cohen launched Hyer Goods, a leather accessories company that uses the waste created by other brands—with fabric sourced from deadstock and factory scraps—to make bags, wallets, keychains, and blazers. The name Hyer is a riff on “higher,” or better, design.
Cohen’s mission is simple: to use scrap waste and “turn it into something beautiful.”
THE ITEMS
Hyer Goods focuses on leather because it is “high-quality, durable and can last for generations. The last thing we’d want to do is create more things that just end up in a landfill,” Cohen says. She launched an accessories brand, meanwhile, because accessories are small. “Focusing on small goods enables us to maximise the waste available. We even use the cutting waste to make our small leather goods, like card wallets and watch bands.”
Items include the ’90s-style luxe medium shoulder bag, which comes in colours like white and bright red and crocodile texture. There is also the luxe camera bag—available in a bright pop of fuschia pink and more neutral tones, such as camel—and the pocket cube bag, an everyday satchel with a canvas front pocket.
Hyer Goods also sells a deadstock leather blazer in a relaxed fit in black, chocolate and camel, and phone slings and wallets, as well as a handful of knitwear items, including the “salvaged angora scarf” and “a better beanie,” both created using leftover materials such as angora and merino yarn.
Cohen’s favorite style, however, is the luxe mini bucket bag, which comes with two different removable straps.
“It’s both classic and iconic in design,” she says. “I love that it converts from a crossbody to a handheld bag which enables me to wear it anywhere from errands to a wedding.”
Hyer Goods is currently selling a limited-edition, made-to-order Hello Adrianne hand-painted canvas bucket bag, featuring either a pair of tomatoes or a piece of farfalle pasta. A collaboration with the American artist Adrianne, dubbed “the tomato girl” for her depictions of canned tomatoes and other Italian foods, each bag is hand-painted in New Jersey.
Lena Shkoda
“A good-quality bag can last for generations. I love the idea of creating heirloom products that can be handed down,” explains Cohen. “It’s the antithesis to fast fashion. I cherish some of my mom’s old bags, and I hope these bags have a similar future.”
THE PRICE
Many of the bags mentioned are priced around US$300, give or take. The deadstock leather blazer is US$375. The salvaged angora scarf is US$120, and the better beanie is US$75.
Besides shopping online, customers can also pop into the Hyer Goods store located on a quaint street in New York’s West Village.
WHAT’S THE GOOD?
Each year, 6.3 million tons of textiles are discarded in the fashion industry; in accessories, up to 15% of leather can be wasted due to the material’s natural defects, according to the Hyer Goods website. Most bag brands use either new leather, whose harvesting is bad for the environment, or vegan leather. Vegan leather may be animal-free, but it contains substantial amounts of plastic, does not wear well, and can take centuries to degrade.
By contrast, Hyer Goods uses deadstock materials, discarded by luxury brands, which reduces the energy footprint needed to breed livestock, as well as the waste sent to landfills. “In addition to using upcycled materials, every decision we make is made with the planet in mind, from our packaging choices to our designs,” says Cohen.
The company uses veg-tanned leather skins and tries to source leather made in Italy, directly from factories. Any canvas used, meanwhile, is deadstock, while the knits are made from luxury yarn leftovers, sourced locally in New York. Every supplier, meanwhile, must agree to the Hyer Goods Supplier Manual, which includes compliance with human rights laws.
WHAT’S NEXT?
Cohen says her goal from the start was to create the highest-quality goods out of waste.
“While we’re already using incredible Italian leathers and other luxury leftovers, I’m excited to announce some new sources of waste that are coming from the most exclusive, high-end brands in the world,” says Cohen. “In order to keep emissions as low as possible, we’ve developed an entire new supply chain in Italy, where the waste exists, and will be debuting a Made in Italy collection utilizing the world’s best leftover leathers soon.”
This stylish family home combines a classic palette and finishes with a flexible floorplan
Just 55 minutes from Sydney, make this your creative getaway located in the majestic Hawkesbury region.
