Hinge CMO Jackie Jantos hopes to help make Gen Zers less lonely

In recent times, dating apps have faced criticism as users frequently ghost one another, leading to frustrations in the search for meaningful connections. Even in bustling cities like New York, individuals report feeling that viable matches are scarce, especially with many apps now requiring subscriptions. At the inaugural SXSW London event, Jackie Jantos, the Chief Marketing Officer and President of Hinge, shared insights on how the platform is adapting to cater to a new generation navigating a tumultuous dating landscape. Jantos points out that Gen Z possesses a nuanced understanding of digital experiences, emphasizing their desire for transparency and authenticity from brands. As a generation that interacts less face-to-face, Jantos believes inclusion must be central to any successful marketing strategy. "If you’re not building with inclusion at the center of everything, you’re just not going to build a meaningful product or marketing activation to engage them," she stated. The dating app industry is evolving, with Hinge striving to maintain user engagement while competitors like Tinder and Bumble face growth challenges. Recent reports from Match Group, which owns both Hinge and Tinder, indicate Hinge is performing better than its sibling, showing increased direct revenue and strong download numbers in English-speaking and Western European markets. Jantos revealed that Hinge is experimenting with several new features, such as limiting the number of chats a user can have concurrently to encourage deeper, more meaningful interactions. "We want to encourage people to close out chats if you’re not interested in someone," she explained, with the aim of facilitating connections that lead to real dates. Additionally, Hinge is testing a coaching feature that offers users advice on optimizing their profiles. The latest Match Group report indicated that Hinge plans to introduce 'Warm Introductions' to enhance match quality by highlighting shared interests. Jantos hinted at an upcoming feature designed to motivate users to explore profiles more thoroughly. "Our recommendations have gotten really strong with the new AI recommender that we recently released," she mentioned, noting a 15% increase in matches and exchanges since its launch. Furthermore, Jantos expressed Hinge's commitment to enhancing safety features through AI and developing tools to support users throughout their dating journey. During her visit to SXSW London, Jantos addressed the growing loneliness epidemic among Gen Z. Reports indicate that younger individuals are increasingly disconnected from real-world interactions, often absorbed in their devices. This concern inspired Hinge to establish the One More Hour fund, which aims to invest $1 million in initiatives that encourage in-person connections for Gen Z. Jantos acknowledged the challenges faced by young people today, including the costs associated with socializing and finding safe gathering spaces. "We want to lower the barrier so people just want to come out because we know if they build that skill, it’s more likely when they’re on our product, they’ll be more likely to be comfortable meeting someone up for a date," she remarked. In addition to funding, Hinge is organizing events and collaborating with creators, such as writers, to resonate with their audience. They have launched a zine and campaign highlighting Hinge success stories to inspire Gen Z to pursue love, all while enhancing the user experience on the app.