Hinge (app)

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Hinge
Hinge Logo.png
Original author(s)Justin McLeod (Founder, CEO)
Initial release2012; 9 years ago (2012)
Operating systemiOS, Android
TypeOnline dating application
Websitehinge.co

Hinge is a dating app[1] which bills itself as an "only dating app" that emphasizes long-term connections between users.[2]

History[edit]

Founded by Justin McLeod in 2012, Hinge developed their mobile app in early 2013 and launched it that February.[3] The app was designed to be less superficial than Tinder, dispensing with Tinder-like swiping and using the slogan "the relationship app".[1]

Before Hinge gained enough users to sustain the business, the company nearly ran out of funding. When making the mobile app, McLeod spent much of their remaining cash on a launch party in Washington D.C. which enabled them to obtain their next round of funding, saving it from insolvency.[4][5]

In 2017, Hinge received more mentions than other dating apps in the Weddings section of The New York Times.[6] Hinge Matchmaker was released in September 2017 to reinvent online dating for "people that missed out on the dating app craze".[7]

Hinge formerly used Facebook friends to facilitate connections.[1][8] In 2018 the app moved away from using friends of friends as a predictor of compatibility and was redesigned to no longer require Facebook login.[9][10]

Match Group made investments in Hinge as early as September 2017.[11] On June 20, 2018, Match Group acquired 51% ownership of Hinge,[12] with the right to acquire all the remaining shares within the next 12-month period, which it exercised.[13] Match Group owned 100% of Hinge by the first quarter of 2019.[14]

In 2019, US presidential candidate Pete Buttigieg revealed that he had met his husband on Hinge, which boosted its popularity.[15]

Also in 2019, Hinge started Hinge Lab, which researches successful matches on the app to help fine-tune the app's algorithm and other features.[16]

Operation[edit]

Hinge has sought to be more attractive to a younger demographic than Match.com or eHarmony. The app has a "Your Turn" feature to remind a user to continue a conversation. This feature was designed to reduce ghosting.[17]

Presented in a vertical timeline, profiles on Hinge are composed of pictures plus three self-selected personal prompts, which encourage users to focus on personality traits rather than just appearance. Instead of swiping, users must respond to specific photos or prompts when liking a profile.[18] Hinge allows users to filter matches based on traits that are important to them, such as religion or height.[19] Unlike other dating apps, users can message other users without first requiring a "match".[16]

In 2018, Hinge launched a "We Met" feature allowing private confirmation that matches have had a first date, in order to find more compatible matches.[20][21]

In July 2018, Hinge rolled out its "most compatible" feature, which uses the Gale–Shapley algorithm to determine the best matches for users. Once per day, users are assigned a match that Hinge claims is the best pairing, based on user likes and passes.[22]

Marketing[edit]

Hinge marketing focuses on its "designed to be deleted" theme, with its mascot, Hingie, getting roasted in a campfire, encased in ice in a freezer, run over by a cab, flattened by an air-conditioner, etc., when two Hinge users fall in love.[23] In 2020, the app launched Hingie Shop, selling products that can be "destroyed" such as bath bombs and smores.[24]

See also[edit]

References[edit]

  1. ^ a b c Markowitz, Dale (September 29, 2017). "Hinge's CEO says a good dating app relies on vulnerability, not algorithms". The Washington Post.
  2. ^ Carman, Ashley, "Hinge's redesign is all about wanting you to eventually delete the dating app", The Verge
  3. ^ Shontell, Alyson. "A Dying Dating App Blew Its Last $25,000 On A Hail Mary — Now It's On Fire, Giving Tinder A Run For Its Money". Business Insider. Retrieved 2020-04-02.
  4. ^ Yakowicz, Will (2014-11-10). "The Hail Mary Pass That Saved Hinge from Failure". Inc.com. Retrieved 2020-04-02.
  5. ^ Hyrkas, Erik (2013-02-08). "Hinge launch party debuts DC mobile dating app on 1776 Campus". Tech Void. Retrieved 2020-04-02.
  6. ^ Lusinski, Natalia (Dec 12, 2017). "What's The Best Dating App For Marriage? Hinge Had The Most Mentions In The 'Weddings' Section Of The 'New York Times'". Bustle.
  7. ^ Miller, Theo (September 22, 2017). "Hinge Matchmaker Expands Online Dating Craze". Forbes.com.
  8. ^ Beck, Julie (October 25, 2016). "The Rise of Dating-App Fatigue". The Atlantic.
  9. ^ Liptak, Andrew (2018-06-02). "Hinge will no longer require you to log in via Facebook". The Verge. Retrieved 2020-03-13.
  10. ^ Perez, Sarah. "Dating app Hinge is ditching the Facebook login requirement". TechCrunch. Retrieved 2020-03-13.
  11. ^ "Match Group Expands Portfolio With Dating App Hinge". Nasdaq.com. June 20, 2018. Retrieved June 23, 2018.
  12. ^ Carman, Ashley (June 20, 2018). "Tinder parent company buys anti-Tinder dating app Hinge". The Verge. Retrieved June 23, 2018.
  13. ^ Chang, Lulu (June 22, 2018). "Tinder's parent company Match Group swipes right on Hinge". Digital Trends. Retrieved June 23, 2018.
  14. ^ Perez, Sarah (7 February 2019). "Match Group fully acquires relationship-focused app Hinge". TechCrunch. Retrieved 2019-04-15.
  15. ^ Mohamed, Theron (Aug 8, 2019). "Hinge downloads more than tripled last quarter after Pete Buttigieg revealed he met his husband on the dating app". Markets Insider.
  16. ^ a b Visram, Talib (2019-10-24). "Hinge's founder gets vulnerable about data, addiction, and 'Modern Love'". Fast Company. Retrieved 2020-03-13.
  17. ^ Perez, Sarah (December 20, 2017). "Dating app Hinge rolls out a new feature to reduce 'ghosting'". TechCrunch.com.
  18. ^ Matthews, Dylan (2015-03-19). "9 questions about the dating app Hinge you were too embarrassed to ask". Vox. Retrieved 2021-05-23.
  19. ^ Heilweil, Rebecca (2020-02-14). "We answered your dating app questions". Vox. Retrieved 2020-03-13.
  20. ^ Orenstein, Hannah (2018-10-16). "Hinge's Newest Feature Is Designed To Make Your Next First Date Even Better". Elite Daily. Retrieved 2020-04-02.
  21. ^ Andrews, Taylor (2018-11-01). "This New Anti-Ghosting Feature on a Dating App Totally Works". Cosmopolitan. Retrieved 2020-04-02.
  22. ^ Wells, Sarah (2018-07-11). "Hinge employs new algorithm to find your 'most compatible' match". TechCrunch. Retrieved 2020-04-02.
  23. ^ "Hinge, the new dating app designed to be deleted | IOL". www.iol.co.za.
  24. ^ Zelaya, Ian (2020-01-08). "Hinge Launches Online Shop With Stuff Meant to be Destroyed". www.adweek.com. Retrieved 2020-04-02.

External links[edit]