A Conversation With Tinder Co-Founder Justin Mateen
Tinder-mania is everywhere it seems.
Tinder’s mobile app launched in Los Angeles less than two years ago, and it’s quickly becoming a household name.
Even Bravo’s Andy Cohen recently taught Larry King how to use Tinder!
At the recent Digital Hollywood gathering in Los Angeles, Tinder co-founder Justin Mateen was on a panel called, “The Coveted Captive audience – Engaging And Monetizing Through Mobile.”
Afterwards, I had the chance to catch up with Justin again to talk about the latest trends for Tinder.
The Future of Tinder
Tinder, as we know, has become the hottest mobile dating app, now experiencing over ten million matches a day and 800 million swipes per day.
“I think the misconception is that Tinder is a dating app,” said Justin Mateen – Tinder’s Co-Founder and Chief Marketing Officer during the session. “We consider ourselves a social discovery app, more of a competitor to social platforms,” Mateen added.
Tinder is now optimizing to connect new people. Mateen feels the value proposition is tremendous, which is why they’ve been able to grow so quickly. People are using Tinder for dating for the most part, but as time goes on, Tinder won’t be optimized only for dating.
“We are our own social platform and leverage other social platforms to the sense that it makes sense,” said Mateen. He boasted about Tinder’s 2000% growth last year. The average Tinder user spends ½ hour on the mobile app and they are growing by 10 times every day.
As of now, Tinder is not charging for their app or providing advertising. Their monetization strategy includes focusing on the user experience and growing the user base both domestically and Internationally. Their future plan will include in app purchases to enhance the user experience when it comes time to monetize. Mateen explained that their plans are to begin to test different forms or advertising on Tinder. “We want to make sure that it’s an organic ad and that our users can benefit from it.”
Not a day goes by when someone doesn’t come up to me to ask me about my thoughts on Tinder.
Several men I know of have actually felt distressed when they’ve swiped left instead of right and felt that they lost the match. Fortunately, Tinder has come up with a solution for that dilemma as the app provides a pop-up asking you if you’re sure you want to swipe left.
Others are in relationships and still won’t retire their Tinder profile. Is it a game?
Are you using Tinder?
Julie Spira is an online dating and mobile dating expert. She was an early adopter of the Internet and online dating, having created her first profile over 20 years ago. Julie’s the founder of Cyber-Dating Expert and coaches singles on the dating scene. For more online dating advice follow @JulieSpira on Twitter and sign up for the free Weekly Flirt newsletter.