3 SPOTS LEFT:

Join us at the Digiday Publishing Summit from March 24-26 in Vail

VIEW EVENT

Tinder introduces new ‘Super Like’ option to increase matches

Tinder is increasing the thirst factor with a new swipe called the “Super Like.”

The option, rolled out to all of the dating app’s users today, is essentially a right swipe on steroids.

Instead of swiping right to signal that they like the person, they swipe up activating the “Super Like” function, which then alerts the selected user with a badge indicating they’ve received an enhanced like.

The intent is to give the user an extra incentive to strike up a conversation since the suitor really, really, really, really likes them, or at least their profile pictures, as seen here:

tindersuperlike

Users get one free Super Like a day, which can’t be banked. Tinder Plus users, who pay $9.99 a month for extra features like unlimited right swipes, receive five Super Likes a day.

According to Tinder’s test of a small group of Australian users last month, the tool actually sparks longer conversations (70 percent longer, in fact) and matches were three times more likelier to occur.

On top of generating revenue from advertisements, Tinder CEO Sean Rad told TechCrunch that the new option is converting more people to subscribe to Tinder Plus because of the increased number of matches.

“We’ve seen Super Like have a meaningful impact on Tinder Plus conversion,” Rad said. “And that stems out of the value that people are getting from the Super Like.”

Images via Tinder.

https://digiday.com/?p=138646

More in Marketing

Digiday+ Research: TikTok usage and spend fall as U.S. ban looms

Brands’ TikTok usage and — more importantly — their marketing spend have both fallen off as of the first quarter of this year.

Why one exec thinks 2025 could be Pinterest’s most pivotal year yet

Pinterest’s vp of performance Matt Crystal caught up with Digiday to discuss the platform’s 2025 plans.

Amazon’s expanding ad platforms casts shadow on ad tech cottage industry

As Amazon continues to expand its ad platform, it’s casting a greater shadow over the cottage industry of ad tech that’s grown around it.