INSUBCONTINENT EXCLUSIVE:
Following a successful debut for Tinder first foray into original content, the company is giving its interactive video series &Swipe Night&
The company confirmed today it renewing &Swipe Night& for a second season, which will launch this summer (again) as an in-app experience
within Tinder dating app.
Variety first reported the news of &Swipe Night&s& return
Tinder further confirmed the details to TechCrunch.
Swipe Night,& as you may recall, first launched in October 2019 within Tinder
The experience introduced a first-person adventure played in-app, where users would make choices at key turning points to progress the
narrative — like a choose-your-own-adventure story.
The series was designed to increase user engagement and help the app young users
better connect.
Today, half of Tinder is Gen Z (ages 18-25) — a demographic that embracing their single lifestyle and more casual
relationships compared with those on other dating apps, like Tinder parent company Match, for example, or its newer acquisition Hinge
These younger users connected with the idea of starting conversations based on a shared experience, says Tinder.
However, the reality is
that &Swipe Night& had also arrived at a time when users were opening Tinder app less on a daily basis, even as monthly usage climbed
Though &Swipe Night& only ran on specific dates in October 2019, users& choices within the interactive experience were added to their
This allowed users to see who else agreed with their decisions and who took the opposite path
That made launching Tinder and swiping through profiles more compelling — even for those who may have been tiring of Tinder before the
series& arrival.
The experiment worked
Tinder said millions of users tuned in to &Swipe Night,& and matches and conversations increased by 26% and 12%, respectively
With &Swipe Night,& it seemed, Tinder finally gave users something to talk about.
The returning second season of &Swipe Night& will again be
directed by Karena Evans, who directed Coldplay music video &Everyday Life& and Drake &In My Feelings& and &God Plan.& This time, it will be
written by Jessica Stickles (&Portlandia,& &Another Period&) and Julie Sharbutt (&3 Days&).
Working on Swipe Night was such a fulfilling
I got to do something that had never been done before and innovate with storytelling to bring a generation of people together
I&m in search of projects that impact, shift or curate a culture and couldn''t be more excited to return for more,& said Evans, in a
statement.
Swipe Night&s& second season may see Tinder tweaking the formula a bit, and may even introduce new mechanics to keep it feeling
fresh.
In addition to the Season 2 launching in the United States , Match previously confirmed that 10 international markets across Europe
and Asia will get &Swipe Night& this year
Tinder said today that Season 1 would be launching internationally on March 14th, but declined to say when those users would receive Season
