Tinder’s big experiment with interactive content — the recently launched in-app series called Swipe Night — was a success. According to Tinder parent company Match during its Q3 earnings this week, “millions” of Tinder users tuned into to watch the show’s episodes during its run in October, and this drove double-digit increases in both matches and messages. As a result, Match confirmed its plans to launch Tinder’s new show outside the U.S. in early 2020.
Swipe Night’s launch was something of a departure for the dating app, whose primary focus has been on connecting users for dating and other more casual affairs.
The new series presented users with something else to do in the Tinder app beyond just swiping on potential matches. Instead, you swiped on a story.
Presented in a “choose-your-own-adventure” style format that’s been popularized by Netflix, YouTube, and others, Swipe Night asked users to make decisions to advance a narrative that followed a group of friends in an “apocalyptic adventure.”
The moral and practical choices you made during Swipe Night would then be shown on your profile as a conversation starter, or as just another signal as to whether or not …read more
Thank you Source: Social – TEch crunch