Tinder looks to increase users and revenue through new 'Super Like' function
The world’s most popular dating app, Tinder, has introduced a new feature which could make its service both more efficient for users and more profitable for the company.
The new “Super Like” function now gives Tinder users the opportunity to swipe up in order to let someone know just how much they are admired.
A key aspect of the new function though is that it can only be used once per day which is being seen as a response to the frequently cited problem that men swipe right too often. A New York Times report supported this assertion in its study which found that men were three times more likely to swipe right. A video ad in the form of a spoof film trailer plays on this finding.
Tinder chief executive Sean Rad is hoping the new feature will not only attract new users but increase the company’s revenue stream too. For those who fall hard for more than one person each day there is the option to “Super Like” up to five times per day for Tinder Plus users.
The app’s paid tier has come under criticism for its ageist pricing points which charge under 28 year-olds £3.99 per month while those over 28 have to pay more than three times as much at £14.99. The "Super Like" feature was trialled in Australia last month and following its success is now being rolled out to Tinder users throughout the world.