Tinder was the first to create “the staple” we see in almost every dating app nowadays: swipe right to like, swipe left to dismiss. Hinge, was launched almost six months after Tinder in February 2013, following the app style. Yet, Hinge became the less under the radar, less superficial version of Tinder, showing some text with each photo and only showing potential matches with whoever shared a Facebook friend. As told by R29.
But starting today, the app is ditching its swipe-based ways in an effort to be the relationship app for millennials, and it wants to be called the “Match.com for the next generation.”
Rather than swiping, users will create a “story” on their profile that other users can comment on and tap to “like.” It’s a dating app that acts as a social network, making it slightly more user and dating friendly than a traditional dating app.
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Potential matches scroll up and down to see your photos, as well as responses to prompts such. These prompts are intended to ease the frustrations of describing yourself in 300 characters. Instead of sending you an opening line that probably says, “Hey, how’s it going?” someone who is interested in you can add a note to a photo or Like it. These comments aren’t public to other users.
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The negative side? Hinge will now cost $7 per month. It is to expect that users are unlikely to be happy about paying for something that used to be free, but Hinge’s founder, Justin McLeod, thinks that’s actually a good thing.
“We are sure we’ll lose some people, but we want to lose some people, frankly,” McLeod claimed. The goal of this new “members-only community for relationship-seeking millennials” is to take out those looking for hookups, or individuals who pass the time just swiping but never engaging in conversation. The app also signals that this fee it’s lower from competitors- such as eHarmony.
McLeod initiated Hinge’s transformation after Vanity Fair published a popular article about “the dating apocalypse” in September 2015. This apocalypse, created by swiping apps, was full of lots of sex, ghosting, and misogyny, and few real relationships.
Whether removing the swiping and making people pay for the app will lead to more relationship-focused users remains to be seen.
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