Tinder chief executive Sean Rad claims that the company’s goal is to increase the number of “meaningful” connections people make through the app
Dating app Tinder’s chief executive Sean Rad has announced a major change to the app’s matching algorithm, resulting in a 30pc increase in matches on the dating platform.
Mr Rad told a packed auditorium at the Dublin Web Summit that Tinder’s big goal, unlike how the press portrays it, is to increase the number of ‘meaningful’ connections people make through the app. Currently, he said 1.5m dates are arranged every week, with 1m of those being first dates. Roughly 9bn matches have been made in total, with 30m matches made daily. About 1.8bn swipes are recorded through the app every day.
Tinder surveyed 300,000 single users of the app – apparently the largest-ever survey of singledom – and found something surprising: 80pc of people were looking for long-term relationships on Tinder, while only 20pc said they wanted ‘friendships’ or short-term relationships.
Tinder, which was launched in 2012, still doesn’t disclose the number of people who actually use the app, but its chief executive said that it is now the “dominant dating app” in all the 194 countries it is used in.
Its newest feature, known as Superlike, launched in October and allows you to ‘superlike’ just one person a day. This means the person can see that you like them before they decide to swipe you out of their lives; the goal: to help people find soulmates.
“We’re moving faster than ever. Superlike was a significant change to the ecosystem,” Mr Rad said. Before, you could virtually wink at someone across the room by swiping right, but with Superlike, “You can walk over and say hello. It’s like buying someone a drink, it’s a deeper level of intent.”
The startup, whose owner Match Group recently filed for IPO, would not break out any revenues, but Mr Rad emphasised that Tinder had a “very healthy business” with most of its revenue coming from its subscription service Tinder Plus. The other revenue stream is advertising, which Mr Rad said started as an experiment, but will be heavily pushed as a business model in the next year.
Ultimately, Tinder wants to become the platform that we use to create all new relationships. “You wont remember the photo you saw on Snapchat two hours ago, but you will remember the person you met on Tinder weeks ago,” he said. “What makes us human is the people we meet – it’s about uncovering those connections.”