Tinder Expands Events Feature to Capture Gen Z Users
The new feature aims to connect young users through real-life shared experiences.
1Tinder's new move
Tinder is expanding its Events feature to attract Gen Z users. Following a successful pilot in Los Angeles, the feature has now launched in 10 additional cities. Users can join local events organized by independent parties through the app.
2Gen Z-focused strategy
During the pilot, 71% of users aged 18-24 participated in events, compared to 63% of users over 25. Tinder aims to foster connections based on shared experiences rather than traditional dating approaches.
3Popular event types
Activity-based events like pottery workshops were among the most popular. Users can browse events in a dedicated tab, purchase tickets, and earn special profile badges after attending.
4Multichannel marketing
Tinder is running an extensive campaign for the global launch, including creator partnerships, social media, and local activations. Ads are appearing in locations like Bedford Ave Station in New York.
5Safety measures
Photo verification is required for full access to events, part of Tinder's efforts to enhance platform safety. AI-powered security features have also been implemented.
6Platform transformation
The Events feature is a key part of Tinder's strategy to reverse its 31-month streak of active user declines. The company reported 4% revenue growth in March, with user loss rates slowing down.