Tinder’s upcoming “Swipe Night” is going to be a global event! The dating app just announced today that its new interactive video series will be made available in Asia along with other international markets starting September 12!
Tinder’s upcoming event is their way of giving people a chance to connect while they continue to remain at home due to the ongoing COVID-19 pandemic.
The event actually first launched last October in the United States and the international version of this “Swipe Night” is said to broadcast on the weekend. Audiences outside of the United States could have three different consecutive episodes planned out Starting easily on the 12th of September from 10 AM all the way to midnight and will be airing on the consecutive Saturdays all at the same given time.
Tinder’s Swipe Night is like Netflix’s “Black Mirror: Bandersnatch”
According to an article by Tech Crunch, this event is just like Netflix’s very own Black Mirror: Bandersnatch and also other interactive entertainment. The “Swipe Night” is said to present viewers with a new “choose-your-own-adventure” type of narrative. The catch is that you’ll be given only seven-minutes-long and different users’ choices will be added to their profile. This gives them another way to be able to figure out if someone is actually a good match.
“Swipe Night” is actually not the very first in-app event that the dating app Tinder has introduced over the previous couple of years in order to try to increase their user engagement as it also competes with other dating apps that are meant for younger users.
For example, Spring Break mode, as well as Festival Mode, were events that were held just last year before the COVID-19 pandemic. These events helped the members located in the United States to find out if other people had the same vacation destination or were maybe heading towards the same events as them.
The influence of the pandemic
Now with the whole COVID-19 pandemic around, meeting people in-person is now less safe and this is why “Swipe Night” has started to become a very important part of Tinder’s own business strategy as they along with their competitors are all focused on trying to organize different virtual events or virtual hangouts like what Zoom does but in a more “dating” way.
In a short announcement given today, Tinder actually said that during the whole stay-at-home order with the social distancing, they’ve been able to see 52% more messages being sent throughout the globe. The peak was on April 5 and the whole “swipe volume” by different users under the age of 25 has drastically increased by 34%.
As the whole user engagement experiment of “Swipe Night” has proven successful enough within the United States. It has finally warranted a second season last fall. Tinder’s total monthly usage was climbing but it seemed like users were actually opening the app less and less on a day to day basis.
Just by the time that Tinder publicly announced the second wave of the “Swipe Night” back in February, they have reported millions of users tuning into the series, and conversations and matches have increased by both 12% and also 26% respectively!