Tinder has introduced a new feature called Matchmaker, which allows users to involve their friends and family in the matchmaking process.
This feature permits users to grant access to their accounts for a 24-hour period, during which their chosen group of people can view potential matches and offer their opinions. While they can’t reject anyone, they can make recommendations.
After this period, the Tinder user can review the profiles suggested by their matchmakers before making a final decision.
This move by Tinder aligns with the trend of seeking input from friends and family in the dating process, which is common in many communities. The company’s chief marketing officer, Melissa Hobley, emphasized that this feature formalizes a practice that singles have been doing informally for years.
This innovation comes at a time when some users are becoming fatigued with the swipe-based model of dating apps, particularly among younger users like Gen Z.
They are turning to friend-finding apps and traditional social media platforms like Instagram for making connections. Additionally, startups are exploring ways to incorporate video to create more dynamic and authentic dating experiences, challenging the dominance of platforms like TikTok.
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