And so, dear readers, to a new campaign from Tinder, the self-proclaimed “most popular dating app in the world”, with 430 million downloads and over 60 billion matches to date.
Now, you might wonder why it needs to advertise at all but study those figures a little closer and you will see that it works out at an average of 14 matches for each person who has downloaded the app, an impressive hit rate and one that suggests users “just can’t get enough”.
According to Tinder’s very own Year in Swipe Report, there have been double-digit increases in use of the app’s messaging and swipe features during the Covid lockdown and a whole new set of chat-up lines, too.
Apparently, the most-mentioned celebrities in flirty conversations between Tinder users in the UK have been Prince Harry and Meghan Markle, Tiger King stars Joe Exotic and Carole Baskin, and even Boris Johnson and Dominic Cummings (although we are not sure whether they are seen as a couple or not).
Hot topics of discussion have included the NHS and, less surprisingly, Eat Out to Help Out. Meanwhile, mentions of TikTok have also increased eight-fold on Tinder, with some singletons showing off their dance moves in their own videos, or trying to attract potential mates by bragging that they are “TikTok famous”.
With this in mind, Tinder has launched a new spot featuring 40 “Gen Z creators” from across the UK, designed to reveal just what 18- to 25-year-olds are looking to find on Tinder, backed by a Frances Forever track entitled It’s All Worth Finding.
Well, that’s the premise anyway. What follows are TikTok-style clips of young people dancing and messing around to the lyrics of the track, which go something like this: “Spent a while looking for my cup of tea, but what I really wanted was spontaneity, and I don’t know exactly where my path will lead, but it’s all worth finding, it’s all worth finding, it’s all worth finding.” (We know, it doesn’t even scan, but hey, that’s today’s music for you.)
So, what is the consensus around the Decision Marketing office?
We feel old, that’s the consensus. If this is what your average Tinder user wants – which is basically prancing around and showing off – give us the Silver Singles any day of the week. This ad is about as creative as compost and tells you nothing; then again, that’s probably how 18- to 25-year-olds like it…
Decision Marketing Adometer: A “date from hell” 4 out of 10