Dating apps lure consumers with new tech features amid pandemic surge

From virtual date recommendations to video calling, dating apps are innovating to keep users hooked

It is no surprise that the pandemic has caused a spurt in online dating activity. The lockdowns across the nation separated couples, while others had too much of each other. The results: existing relationships have given way to new ones, as even first-time users turn to online to combat isolation.

Dating app Bumble, which goes neck-to-neck with Tinder in India, said it hit four million users in July, twice the count only as far back as December. In a survey conducted by the app, titled ‘Dating During Covid-19’, it was revealed that 57 per cent users find online dating more important than before and 62 per cent want to find a partner so they don’t have to go through another pandemic alone. 

The trend has brought more users and money to the online dating ecosystem. Few weeks back, TrulyMadly, an Indian app, raised a $1.1 million from a bunch of investors. But dating during the pandemic comes with its own set of challenges. Consumer are vary of in-person meetings and are often spending more time getting to know their ‘matches’, said experts. Also, in the event of meeting joints, including restaurants, being shut or perceived unsafe, there is a dearth of “bonding” activities for couples.

This is where technology is coming into play. To mirror intimacy of the offline meetings, Tinder is working on an in-app video calling feature. Match Group, which owns Tinder, announced the feature in May, and said it will be live by later this year.

“This period of social isolation would have been much more dire for single people - who no longer have other avenues to meet and connect such as bars and concerts - if not for our products,” Tinder had said in a statement at the time.

In the meantime, Tinder is offering some cool hacks to keep the community hooked. The popular dating app introduced Prompts, a new feature that allows users to add questions or statements to their profiles so they’re able to showcase their interests to prospective dates. Prompts are displayed as cue cards in the users profiles, which others users can swipe through as they go along. This is especially helpful for those who find it hard to strike up a conversation, and display some talking points up front.

Tinder is also bringing to India, its hugely popular interactive feature called Swipe Nights. It is a story-based virtual event (on Tinder app) where users have to select one out of two options and the story will go forward based on their decision. The interactive events makes users give their suggesting on a story ending, and based on the user’s choices they’ll get to match with people who have also selected the same answers. The features launches on September 12. 

“Swipe Night delivered on its promise of unlocking more matches and helping to start more conversations. Total matches increased 26 per cent and messages increased 12 per cent, compared to a typical Sunday night in the US,” Tinder said.

Bumble has also announced a bunch of features. It now lets users place on their profiles a badge that shows that they are open dating via video chat. This helps users filter people based on this criterion. The app has also expanded its distance filters, allowing people to potentially match with anyone across the country. Earlier, Bumble would allow matches only within 100 miles range. Bumble is also adding facilities to record and send audio notes to their matches and reply to specific messages within their chats.

“The pandemic has given a unique opportunity for dating apps to innovate,” said K Ganesh, serial entrepreneur and founder of Growthstory, a foundry. “After all, these are digital services for discovery and meeting people, but it’s important for the user journey to be fun as well.”

Finding things to do together, when two new people meet, is an important use-case. OkCupid has started suggesting users virtual date ideas. These include binge-watching stuff together, cooking, building a playlist, working out and dressing up and drinking. This is one of many engagement features that the apps are putting up so that users spend more time on them.