Tinder seems to be out with a new marketing tool in order to get users on the app. It’s called Swipe Night!
October 6th was the first I ever saw of this so I’m not sure how long it’s been going on for but I can tell you about this series. This series seems to be 4 episodes long which means it runs from October 6th to the 27th. It’s only on Sundays from 6PM -midnight, I’m assuming it knows everyone’s time zones so perhaps hours vary.
So the deal is you watch a 5 minute video making 3 decisions along the way that shapes your adventure. You can later learn if other users make the same choices you did. This series follows a Comet Party that turns into an end of the world scenario. Chaos ensues and it’s up to you to decide where you want to go, if you want to help anyone, and some other minor decisions. It’s quick, easy to use, and fairly entertaining so I say it’s a good job done by the Tinder Marketing team.
The first episode was probably my favorite perhaps because it was knew but definitely because it asked a really good question. In this series you have 3 friends that talk to you. You quickly learn your male friend is cheating on his girlfriend and you have the option to Tell the Girlfriend or Keep the Secret. Then when you’re swiping you can see which answer your suitors picked and immediately know where their values lie.
Here’s how it looks when you’re on someone’s profile:
For anything you both have in common, it’s in Blue. On the left you can see I only had 1 choice in common and more importantly to me, they choose to cover for their friend and hide the cheating.
On the right, I ended the episode at the same spot and we had 2 other choices in common. From the 3 answers I could say we both value honest and like puppies. And he could say I’m more social media obsessed than he is. So you could learn some useful things without having to ask in conversation. Seeing the answers could also be a conversation starter.
In later episodes, I’ve noticed that I sometimes picked a choice that the game/ video didn’t agree with and ‘my friends’/the actors would say something that would redirect us to how the game wants the episode to play out. Noticing this, I then considered picking the more aggressive choice just to see how the virtual game would play out. If you continue on this trend then sharing common answers with other users becomes useless.
The biggest issue of all though, is that after you play the episode you can then go back to swiping but that Sunday night, the app does not seem to factor in location at all. I consider it a waste because that night I would mainly see profiles 40- 99 miles away from my location. No one I would ever realistically end up meeting in person and pointless to form any connection as it would never develop into anything else.
Now Tinder does have a bit of a reputation for being an app that people regular swipe on but don’t necessarily talk on and even more rarely meet through. That’s the only explanation I have for the algorithm excluding location on episode nights. The next day the app is essentially back to normal and you can still see answers from people locally.
Overall, Swipe Night is unique and interesting. It’s useful in getting users on the app but probably doesn’t improve match ratings at all.