(San Francisco) Tinder will launch the second edition of its interactive video series on Sunday, Swipe Night, one of the ways for the dating app to remain attractive to young generation Z, fond of short videos popularized by TikTok or Instagram.
Users of the service will be able to watch episodes of this thriller in which they are the hero, and then discuss them with strangers and potential new contacts.
“Content creates topics of conversation,” Kyle Miller, vice president of products at Tinder, told AFP.
“The mysteries to be solved, the ‘sleuth’ kind, are naturally open to discussion, and we are always looking for ways to help our members have better, smoother and more authentic conversations.”
Tinder had broadcast two years ago in the United States, its first season of Swipe Night, an apocalyptic adventure.
It had been followed by 20 million people and led to a 26% increase in connections compared to a usual Sunday evening, according to the company statement.
This time around all three episodes will be available worldwide in a “replay” version in the “Explore” tab of the app where users can choose interest categories titled “free tonight? “,” Let’s be friends “,” video game enthusiasts “or even” animal parents “.
After watching a video of the series, participants are connected with others who have made choices similar to theirs.
According to Kyle Miller, Generation Z (those under 25) “are constantly looking for context, like a spark or a connection around a content for example”. “It’s a significant change.”
Tinder must also adapt to the new uses of the younger generations, whose Internet experience has been defined by video content, from YouTube to TikTok and its vertical, short, ultra-dynamic formats rich in musical and humorous references.
The application, which belongs to the Match group, has become a leader in the online dating market, in particular thanks to the invention of the famous ” swipe ” to the right and to the left.
It now faces competition from well-established services, such as Bumble or Hinge, but also new entrants such as Feels or Snack, which focus on video and their difference from the way Tinder works.