IAC/InterActiveCorp's Tinder Offers Super Like Swipe Globally
It has been less than a month since the red-hot dating app Tinder, part of IAC/InterActiveCorp.IACI , introduced a feature that lets users "super like" a member by swiping upward on their profile.
The feature, limited to a beta test among Australian users until now, is now being rolled out globally.
The "Super Like" Swipe
While swiping to the right or left to reject or show interest remains the same, swiping up is used for the new Super Like feature.
The new feature, as Digiday puts it, "is essentially a right swipe on steroids.
By swiping up, the "super like" function gets activated, which then alerts the chosen user with a badge signifying the enhanced like.
According to Tinder, the tool actually sparks longer conversations (70% longer) and matches are three times more likely to take place.
The leading media and Internet company has implemented the feature very smartly. While regular users get just one super like a day, Tinder plus users (paying $9.99 a month) get five which cannot be carried over. After that, they need to pay for the Super Likes.
According to Tinder's chief executive, Sean Rad, this limitation "sends a more powerful signal, conveying an especially high level of interest".
Rad also mentioned that Super Like has led to more user engagement among women, as they can use the feature to "initiate" conversation in a "lighthearted way".
From the revenue point of view, this feature does have the potential to entice more users to upgrade to Tinder Plus, the premium, subscription-based service, which offers five Super Likes a day.
According to the company, currently the app records 1.6 billion swipes a day which convert to about 26 million matches.
When these matches lead to relationships and even marriages, Tinder shares the stories. However, there are many casual app users. The more limited Like function could lead to more serious relationships than the casual hookups the app is known for
.IAC/InterActiveCorp currently has a Zacks Rank #4 (Sell).
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