“We actually embrace the fact that our members are in that dating-as-a-leisure activity phase of life,” Mr. Seidman said. He added that, with the new editorial content, Tinder hoped to offer users a positive outlook on that landscape. Tinder relationships often don’t go anywhere at all — and that’s fine!
When Swipe Life began this fall, its articles sang of the exciting spontaneity of singledom. For example: “I Moved to L.A. for a Tinder Relationship That Lasted Two Weeks, But I Don’t Regret It — Here’s Why.”
[Relationships and advice. Beauty and health. Stories picked for you. Sign up for Of the Moment.]
The author, Belinda Cai, wrote that she visited Los Angeles in the summer of 2017, met a guy through the app, hung out with him twice, and then stayed in touch by phone. They bonded over their childhoods and “leftist ideologies.” Soon, she had moved from Ohio to live with him in California, but quickly found his apartment too messy, his “affinity for drinking” too gross and his “large hair-shedding dog” too destructive. As for their shared ideology? In the end, she wrote, he turned out to be “a total brocialist.”
Still, she praised Tinder for spurring her cross-country move, even though the relationship was a bust. “Little did I know, when I used the app last summer, I wasn’t swiping for love or anything crazy like that — I was swiping for change,” she wrote.
“GET ON TINDER,” reads the large, hyperlinked button at the end of the piece.
Many other essays published this fall ended when the writer became single once again, and, consequently, ready for more Tindering. In another article, a woman who dated her neighbor until she realized he had a drinking problem wrote, reflectively: “My time with my neighbor may have been fairly brief, but during those months, I think we actually gave each other exactly what the other one truly needed.”
Bumble in the Jungle
If Tinder has taken a page from the confessional style of sites like Thought Catalog or xoJane, Bumble’s strategy seems inspired by the Forbes’s annual 30 Under 30 lists. Its “Find Them on Bumble” campaign collects the 112 “most inspiring New Yorkers,” according to the company, and subtly links their success to Bumble’s services. (In addition to being the second-most popular dating app in the United States according to App Annie, Bumble connects people to new friends through Bumble BFF and with professional contacts through Bumble Bizz.)