Tinder, the popular dating app, has announced a series of updates to its in-app feature, Tinder U. Designed specifically for current college students aged 18-24, this update includes new badges that can be added to profiles, simplified enrollment, and an exclusive app icon for iOS users.
New Badges: A Fresh Twist on Profiles
The new badges replace the typical details found on profiles, such as job titles, bios, and hometowns. The goal is to encourage students to engage in more relatable conversations based on their shared interests. According to Tinder’s senior vice president of global marketing, Stephanie Danzi, "This is perfect for new users starting Tinder as they get ready for their first week of college… It’s a great way to ease those first-day nerves, especially if they don’t know anyone at their new school or are getting used to a new city."
Simplified Enrollment: A Streamlined Onboarding Experience
Tinder has simplified its sign-up process for students by allowing newcomers to sign up for Tinder U right away. Previously, college students had to sign up for Tinder first and then separately enroll in Tinder U. Now, Tinder U has a single registration process, creating a seamless onboarding experience.
Exclusive App Icon: A Customized Dating Experience
For iOS users, the option is available to navigate to settings and choose "App Icons." From there, they can customize the Tinder app by selecting a new, exclusive Tinder U icon designed specifically for the dedicated dating experience of students.
The Swipe Off Challenge: A Concert Giveaway
Tinder’s annual ‘Swipe Off’ challenge is an anticipated event among users. Starting today, institutions across the country can compete to win a free concert based on the highest percentage of swipe activity – right (yes) or left (no). Last year, 5,000 Arizona State University students won tickets to see Saweetie perform. Previous winners enjoyed performances by Charli XCX (2019) and Cardi B (2018).
The Challenge Ends on October 2
Tinder U’s latest update comes during a time when some college students and younger users may have shifted away from online dating. According to a survey conducted by Axios and Generation Lab, 79% of college students aren’t on dating apps or only use them less than once a month.
The Changing Dating Landscape
Numerous studies have shown changes in dating behavior among young singles who are gravitating towards non-traditional methods. For instance, some are connecting on networking platforms like LinkedIn or creating resume-style dating bios shared with others on Google Docs.
In-person meetups are also becoming popular again, with various ‘IRL’ (in real life) dating apps capitalizing on the trend. Despite this shift, Tinder U is still performing well, with enrollment growth averaging nearly 90% year over year.
Tinder’s Success in the College Market
According to Danzi, "This is the peak time for students to join Tinder… We see the highest influx of new 18-year-old users during freshman orientations." Tinder U requires current students to enter a valid student email address (.edu for the U.S. and .ac.uk for the U.K.).
Conclusion
Tinder’s updates to Tinder U are an attempt to revitalize interest in online dating among college students. With new badges, simplified enrollment, and an exclusive app icon, students can now customize their experience on the platform.
The Swipe Off challenge will likely be a hit among users, with institutions competing for a free concert based on swipe activity. While the dating landscape is changing, Tinder U remains a popular choice for young singles looking to connect with others online.
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