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Far from the days of traditional note-passing with a “check yes or no” box, dating in 2024 has become much more nuanced, largely due to technology. A check box has turned into a swipe, and at times it’s not a formal romantic relationship a user is seeking but a social connection.
In this episode of Yeah, That’s Probably an Ad, ADWEEK brand editor Rebecca Stewart is joined by the heads of Match Group’s newest dating apps: Jonathan Kirkland, head of marketing and brand for BLK; Cindy Lim, head of brand at Yuzu; and Julia Estacolchic, senior director of brand marketing and head of brand for Chispa.
The group discusses the evolution of dating apps, how Match keeps up with evolving consumer needs, and how the impact of the pandemic will continue affecting dating culture for years to come.
Listen to the full episode here, on Spotify or Apple Podcasts, and read key takeaways below to learn more.
The pandemic sparked a search for social connections
Over the last decade, two key trends have shaped the evolution of dating apps: an increase in niche dating apps for multicultural communities (such as BLK, Chispa and Yuzu), and a significant growth in app usage during the pandemic due to social isolation. This led dating apps to focus on broader social connections, rather than just romantic relationships.
BLK’s user research demonstrated that Gen Z is looking for friendships, so they pivoted to being more of a lifestyle app and meet their needs. Yuzu was the first app launched by Match Group that was designed specifically to be a social app, with a key emphasis on community features like interest groups.
The last decade has seen a shift from stigma around dating apps to widespread acceptance, partially due to the increased focus on social discovery during the pandemic.
Cultural nuances require different brand messaging
At the start of the year, BLK launched a campaign that spotlighted Black women’s experiences, called “New Year, Real You.” It featured the stories of four women showcasing their authentic selves, encouraging users to “take a pledge” and be authentic in life and dating.
The campaign was part of a wider aim to start the year with encouragement for users to be true to themselves without feeling the need to code-switch, particularly on the app. It was also part of BLK’s wider efforts to listen to its users and align the brand’s messaging to support the Black community.
