In a Vanity Fair article, Nancy Jo Sales has famously coined the term "dawn of the dating apocalypse". She's referring to the effect of widespread use of dating apps. Now, Hinge has expressed deep commitment in setting a good example. Its new Hinge app aims to help people build real relationships than mere hookups or flings.
Hinge's Mission to Create Real Relationships
Hinge described their new app as something completely new. In fact, Hinge has gotten rid of the swipe culture made known by rival Tinder. Hinge also revealed how the above mentioned Vanity Fair article has helped in their recent pursuit.
Hinge had to launch their first user-led research division called HingeLabs. This is before they developed their new app. Like any research, this helped Hinge to identify the problems of their previous apps.
They could use on things they had to improve on. It's actually a good move for Hinge to get more personal with their users.
The surveys Hinge conducted were extremely valuable. They discovered that only 15 percent of matches turned into actual conversations. The swiping doesn't seem to produce deep and meaningful connections between users.
More analysis showed that Hinge's app is the most relationship-oriented. They received a 7 rating from the hook-up to relationship scale. However, 70 percent of users want a dating app that offers more serious relationships.
Eventually, Hinge was encouraged to take this particular route.
Hinge As A Real Relationship App
Unlike Tinder, the new Hinge app does not work on swiping. Hinge said that it's designed similar to a person's Instagram profile. It allows more human conversations than other dating apps.
In fact, Hinge boosted that their app has driven five times the usual conversations. This is based on a beta testing. It's twice as much in creating real connections between people.
They will also be releasing additional updates soon. It will expand the person's profile. This will let others get to know the person more. The Discovery 2.0 feature will allow users to find people who have the same friends, interests and experiences.
The last one is the Deeper Connections that will help people to extend their connections offline.
Users of the new Hinge app has to pay $7 monthly. Hinge says it's actually cheaper than that of eHarmony or Match.com.
Hinge And Tinder
According to NPR, Tinder was generating more than one billion swipes a day. Hinge only had 2.3 million installed apps.
Hinge Founder and CEO Justin McLeod had to let go half of his staff. He made the decision to reboot everything. Their new app is set to challenge Tinder once again.
