Launched in 2012, Tinder is one of the world’s most popular geosocial networking apps. Popular as a dating app, it was first introduced on college campuses by startup incubator Hatch Labs in collaboration with IAC, an American holding company, and Xtreme Labs, a mobile apps development company.
In tune with Tinder’s mission statement that advocates celebrating singlehood and enjoying finding partners, the Tinder app allows potential partners to like each other and swipe right to take their friendship forward. Access to the app earlier was only through Facebook profiles, though the model changed later to giving access even with a telephone number since 2019.
Regarding Tinder’s vision of becoming a popular platform for 18-year-olds to meet and spend time with a like-minded partner, Tinder has been able to attain it to a large extent. On average, 1.5 million dates happen through Tinder every week, which has 65+ billion matches to date. Over 50% of members are in the age group 18-25. The app is popular in 190 countries and is available in 40+ languages. It includes members from up to 9 different sexual orientations and has an average of 4.2 million gifts being used per week.
Highly successful, the app has seen 430+ Million downloads since the day it has been launched. Tinder is led by Jim Lanzone who is the CEO, Josh Sell who is the COO, and Tom Jacques who is the Chief Technology Officer.
Tinder Mission Statement
Tinder Mission statement is, “Tinder makes being single more fun and rewarding by connecting people who may not have otherwise met in real life. We celebrate that being single is a journey. And a great one. Being single isn’t the thing you do unhappily before settling down. We stand up for how a whole generation chooses to live their lives.”
Let us analyze various components of Tinder’s mission statement to understand it better.
Bringing potential partners together is the new focus
From the mission statement and press release released by Tinder in 2019, it is clear that the company has decided to target users who seek meaningful relationships leading into marriage.
Tinder makes being single more fun and rewarding by connecting people who may not have otherwise met in real life. Through this statement, it is clear that Tinder wants to make the experience of being single and looking for a life partner easy, fun and better. It aims to help people, whose paths would have not crossed otherwise in life, meet and know each other.
Enjoy being single
Tinder app encourages people to enjoy their journey as a single while they are looking for potential partners. At the same time, they won’t be disappointed in their search and give up easily. It knows the problems single people go through when searching for a life partner and aims to help them in their quest. At the same time, it recognizes the individuality and freedom of people in living their lives the way they want to.
Millennials are the focus
Tinder’s Executive Representative for Media Management and Platform Engagement in 2019, Linda Oskiovinska explained the mission statement in a tweet, saying that it aims at helping millennials to find their true love and a life partner while they are still in their 20’.
Tinder Vision Statement
Tinders Vision is to make Tinder the favorite place for all 18-year-olds to meet and spend time with each other, rather than just use the app to hook up.
Focus on 18-year-olds
Considering the time millennials are spending on social media to connect digitally, Tinder feels there is a huge opportunity in creating content for 18-year-olds. As a result, Tinder will become their area of choice to meet up and spend time with others. There is also a focus on creating online events to make it the favorite place for 18-year-olds so that they spend more time on the app and hang out with each other.
More engaging content and features
To facilitate this, Tinder launched many innovative ideas, such as a new video chat feature wherein users can chat face to face, removing the paywall for Tinder passports, and allowing users across the world to connect. Tinder also promoted the series Swipe Night, which led to 26% more matches as compared to matches on a regular weekend and 12% more messages being sent across the platform.
Tinder Core Values Statement
Tinder states its Core Values in the following statements “We are one team. We are human & honest. We are curious & humble. We have ambitious standards. & We get sh*t done.”
Let’s analyze Tinder’s belief system in detail.
Working together selflessly: Tinder core value We are one team” is focused on helping its members meet new people through the dedication of its team members in their work. Tinder is about ‘team sport’ and thus teamwork is encouraged at all levels. It is also the primary driver in all decisions and innovations done for improving member services.
Valuing People & Honesty: Tinder respects the individuality of its team members and encourages them to be honest and transparent with each other in their dealings. It encourages team members to inspire each other and share ideas so that work at Tinder can be impactful, motivating and fun for every team member.
Curiosity & Humility: Tinder encourages its employees to be tolerant and share their ideas through fruitful discussions. They believe in learning, humility, and keeping ego issues aside for their personal and organizational development. They also value creativity and making informed decisions.
High-standard: Tinder believes “The path to world-class is never-ending.” It encourages people to raise the bar and strive to achieve the impossible for its members, products, and team members.
Solving problems with intelligence and responsibility: Tinder instigates its team members to take responsibility of the user problems and solve them in the best way without stepping back or having any mental block. For this, they must first “Sweat the details.” i.e. dig deeper to understand the problem clearly through hard work, analysis of data & facts, and find a fitting solution. They also believe in Autonomy – Trust & Freedom.
Tinder is about celebrating the single status and has transformed the dating culture by taking it to the next level through technology and a futuristic mindset. It not only focuses on its users, their experiences, and happiness but also on the people who work for them. Most importantly, the company believes in constant improvement and raising the bar.
Tinder Headquarters: West Hollywood, Los Angeles, California, United States
Popular Tinder taglines
- Single is a Terrible Thing to Waste,
- “I am so glad I swiped right on ____.”- you in the future.
- 60% of the time it works every time.
- 69% gentleman, 31% … you’ll have to find out.
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