Hinge’s tagline, “The Dating App Designed to Be Deleted,” may seem counterintuitive at first glance. Why would a dating app want its users to stop using it? The answer lies in the app’s unique approach to helping people find meaningful connections that lead to real-life dates. Jackie Jantos, Chief Marketing Officer at Hinge, explains, “Everything we do at Hinge is focused on getting people off the app and into great dates.”
The core idea behind Hinge’s tagline is to shift the focus from endless swiping to meaningful conversations that eventually lead to in-person meetings. This philosophy is evident in all of Hinge’s marketing efforts, which are centered around providing valuable tips and advice to users. Jantos emphasizes that their marketing programs are aimed at creating long-term engagement rather than short-term campaigns.
One of Hinge’s most recent campaigns, “No Ordinary Love,” showcases real love stories of couples who met on the app through an anthology of vignettes written by six contemporary literary figures. The campaign aims to highlight the diverse and unique ways in which relationships can start, moving away from the traditional fairy-tale narrative. Jantos explains, “There is this notion that there is a perfect way to begin a relationship. For us, reimagining this and bringing more realness to ‘we met on Hinge’ stories was important to giving dimension to what relationships can look like at the very beginning.”
The decision to produce a physical artifact like a zine for the campaign was influenced by current trends in romance literature, particularly on platforms like TikTok and BookTok. By celebrating the resurgence of romance storytelling and engaging with creators in new ways, Hinge aims to connect with its audience in a more authentic and meaningful manner.
In addition to this campaign, Hinge has also released other physical artifacts, such as a “phone book” filled with activity ideas for in-person meet-ups. These initiatives align with Hinge’s broader brand strategy of encouraging users to move beyond the digital realm and engage in real-world interactions.
When asked about the success metrics for the “No Ordinary Love” campaign, Jantos emphasizes the importance of encouraging users to have an open mind about different ways of starting relationships. By showcasing a range of relationship beginnings and promoting in-person connections, the campaign aims to challenge conventional notions of romantic beginnings.
Hinge’s success stories often come directly from users, who share their experiences of meeting partners on the app. The app’s focus on real connections and authentic storytelling has resonated with a generation that values honesty and relatability in their relationships.
As Hinge continues to grow and cater to Gen Z audiences, their biggest marketing challenge lies in staying relevant and useful to their target demographic. By collaborating with their audience and prioritizing user feedback, Hinge aims to create a product and marketing strategy that resonates with the needs of young daters.
In a competitive dating app landscape, Hinge sets itself apart by focusing on facilitating meaningful connections and encouraging users to transition from online interactions to real-life dates. Features like “Your Turn Limits” and engaging marketing campaigns promote quality over quantity in matches, setting Hinge apart from other apps in the market.
Ultimately, Hinge’s goal goes beyond just being a dating app—it’s about fostering genuine connections and combating feelings of loneliness and isolation among young people. By promoting in-person interactions and supporting initiatives that encourage social engagement, Hinge aims to address the deeper societal issues that impact its users.
