Friends, Mothers, Grandmothers and everyone in between can now play matchmaker directly through the Tinder app, with a new feature allowing users to invite others to review potential matches for them.
As part of the new feature, Tinder users can invite up to 15 people, who don’t need to have their profiles, to view profiles of potential matches on the dating app. Reviewers will have 24 hours to weigh in on the potential match but cannot make any contact on the user’s behalf. A profile will be flagged as a recommendation if a matchmaker likes it, but ultimately, the decision to swipe left or right is up to the user.
Tinder has partnered with rapper Coi Leray, who knows that modern dating is complicated, to bring users and their matchmakers up to speed on this new digital dating dynamic. Leray has been crowned the “Matchmaking Monarch of Tinder Court”, where she illustrates the power of the “friend test” in newly released digital content.
“For years, singles have asked their friends to help find their next match on Tinder, and now we’re making that so easy with Tinder Matchmaker,” says Melissa Hobley, chief marketing officer at Tinder. “Tinder Matchmaker brings your circle of trust into your dating journey and helps you see the possibilities you might be overlooking from the perspective of those closest to you”.
“Handing your phone to the friend group was the original vibe check. Obviously, you want your friends to like whoever you’re crushing on, and Tinder Matchmaker is a fun way to get the bestie seal of approval even before the match,” said Leray.
Hosting a dating life debrief with friends is a tradition, so much so that in an online survey of 2,500 18-25-year-olds who are single and actively dating, over 75% of singles said they discuss their dating life with friends multiple times a month. The new feature makes modern dating a team sport, essentially integrating the “friend test” into the Tinder experience.
Tinder Matchmaker is available in 15 countries, including Australia, the United States and Canada, with plans to roll out the feature globally in the next few months.
CREDITS
Tinder
Faye Iosotaluno, COO
Melissa Hobley, Global CMO
Stephanie Danzi, SVP, Global Head of Marketing
Philip Price Fry, VP Communications
Marielle Donahue, Head of Culture and Social
Rodrigo Fontes, VP Global Marketing
Devin Colleran, Global Brand Director
Melenie Becerra, Global Brand Marketing Coordinator
Rachel Lewis, Director, Global Media
Kyle Fagan, Senior Media Manager, North America
Mischief @ No Fixed Address
Greg Hahn, Co-Founder & CCO
Bianca Guimaraes, ECD & Partner
Kevin Mulroy, ECD & Partner
James Leake, Associate Creative Director
Dylan Wagman, Associate Creative Director
Kaitlin Kehoe, Art Director
Patrick LaBelle, Copywriter
Will Dempster, EVP Production
Jeff McCrory, Head of Strategy
Ed Gunn, Group Strategy Director
Oliver McAteer, Head of Development
Kerry McKibbin, President & Partner
Tyler Harris, Managing Director
Taylor Jerome, Account Director
Maddy Vonderhaar, Senior Account Executive
Flying Television
Lori Levine, Founder
Rebecca Horn, Talent Executive
Production: Pretty Bird
Calmatic, Director
Jeanne Stawiarski, Executive Producer
Tracy Hauser, Head of Production
Melissa Larsen Ekholm, Line Producer
Editorial: Arcade
Sila Soyer, Executive Producer
Dave Anderson, Editor
Post FX
Andrew Cravotta, Producer
