‘It’s a sincere process’: why personal dating ads are making a comeback

Instead of using apps, more people are finding connections in plain, typewriter-text ads that slow the dating process In 2019, there seems to be a hankering for nostalgic things. Young people record players for Christmas, and presidents have gone back to the good, old-fashioned business of building walls. Maybe we shouldnt be surprised, then, that the old-school personal dating ad is also making a comeback. You may know the format: short, candid bios written by people looking for love, displayed in public places such as newspapers. Today, of course, they appear on Instagram and Twitter rather than at the back of the morning paper. They gesture towards simplicity, with adverts displayed in typewriter text on plain backgrounds, no photo necessary. …

Tinders interactive series Swipe Night could bring a needed boost to user engagement

On Sundays in October, Tinder is launching in its dating app an “interactive adventure” called “Swipe Night” that will present a narrative where users make a series of choices in order to proceed. This sort of choose-your-own-adventure format has been more recently popularized by Netflix and others as a new way to engage with digital media. In Tinder’s case, its larger goal may not be a dramatic entry into scripted, streaming video, as has been reported, but rather a creative way to juice some lagging user engagement metrics. For example, based on analysis of Android data in the U.S. from SimilarWeb, Tinder’s sessions per user, meaning the number of times the average user opens the app per day, have declined. …