Tinder strives to get its groove back by adding offline events

Gen Z users longing for more than the photo experience

- By Queenie Wong

DIA DIPASUPIL Getty Images

SPENCER RASCOFF, shown in May, leads Tinder and its owner, Match Group.

More than a decade ago, Tinder became the hottest dating app, transforming modern romance by making it possible for singles to swipe through people's profiles, match and meet up.

Now, Tinder is fighting to keep the flame alive. Sometimes in unexpected ways.

Last month, it convinced UCLA students to meet in a big group in the real world. They danced together as 26-year-old DJ Disco Lines played a set at the Fowler Museum on campus.

Instead of spending time swiping, students swayed on the dance floor under disco balls, holding up their smartphones as they listened to Disco Lines’ hot remix of Tinashe’s song “No Broke Boys” — a track about setting high standards in romantic relationships.

The West Hollywood company had partnered with the DJ and college influencers who posted videos with that song on TikTok and Instagram to promote the event and the app. Ahead of the show, Tinder also encouraged people on social media to download the app to find the event's location and time.

“Swipe right. Swipe right. Swipe right,” Disco Lines said in the videos as he mimicked the motion.

Young daters today want more from dating apps than an opportunity to swipe, said Mark Kantor, Tinder's head of product.

“Gen Z wants to connect authentically. They believe in romance. They're open to serendipity,” he said. “They're hopeful, but they want to go beyond just the photo experience.”

Tinder is attempting to woo Gen Z users with in-person events and new features as the number of people who pay for and regularly use the service has dropped.