When dating apps first hopped on the scene, they seemed like a promising way to meet and connect with people without leaving the comfort of your bed. With one little swipe, you were suddenly connected to a “match,” and after a few DMS and the first date you all could live happily ever after, right? Not.
Dating apps and sites like Tinder and OkCupid have created an ecosystem of casual hookups over relationships. While some people still find love online, a lot of people are leveraging the programs to find their partner for a night versus a lifetime.
Tinder has rebranded itself to glorify singlehood, where formerly, being single in yours 20s and 30s was a major downer, according to Washington Post.
The article references some of Tinder’s new ads as a reference point for the new direction of the app. In the ad, people are skating single file with the message, “Single is a terrible thing to waste.”
OkCupid showed a similar shift to using their platform for casual dating, with their new’ DTF’ ads taking over cosmopolitans.
‘DTF’ is an acronym meaning ‘down to f*ck,’ but the ads play on the meaning with other variations of DTF including: “Down to Fall Head Over Heels and Down to Furiously Make Out.”
Neither of these advert campaigns allude to “down to fall in love, forever.”
Tinder’s chief marketing officer said that even though their ads have changed, the message is the same:
“We are pro-couples; we want people to meet people,” Jenny Campbell told WaPo, adding, but “We also want to be there when you’re out there exploring.”
Even if the CMO disagrees, consumers would be remiss to disconnect a company’s advertising campaign for the company’s core values.
Perhaps the company is just adjusting to the hookup culture of today. But for those who are thinking of something serious, it may be time to shift off.