Hinge CMO Jackie Jantos Aims to Combat Gen Z Loneliness with Innovative Dating Strategies
Dating apps are increasingly facing criticism, with issues like ghosting and rising costs leading to user frustration. At SXSW London, Hinge’s CMO and President, Jackie Jantos, discussed how the company is adapting its marketing to resonate with Gen Z in a challenging dating environment.
Jantos emphasized the importance of transparency, authenticity, and inclusion when engaging with Gen Z. “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 in an interview with TechCrunch. She noted that this generation, more digitally native than its predecessors, values brands that align with their values.
The dating app landscape is in constant flux. While Tinder has faced growth challenges (Bloomberg), and Bumble is experiencing a user growth slowdown (Reuters), Hinge is showing stronger performance. According to Match Group’s Q1 2025 report (Match Group), Hinge has seen an increase in direct revenue and strong download numbers, particularly in English-speaking and Western European markets.
Hinge is actively testing new features to enhance user experience. One such feature is a quota on the number of simultaneous chats a user can have, designed to encourage users to focus on meaningful connections rather than simply collecting matches. Jantos explained, “We want to encourage people to close out chats if you’re not interested in someone,” to foster more focused conversations.
The app is also experimenting with a coaching feature to provide users with tips on optimizing their profiles. Additionally, the Match Group Q1 2025 report highlighted the upcoming introduction of “Warm Introductions,” aimed at improving match quality by highlighting shared interests.
Jantos also touched upon the use of AI in enhancing the app’s recommendations. “Our recommendations have gotten really strong with the new AI recommender that we recently released,” she said. Match Group’s Q1 2025 news report (Match Group) indicated that this AI-driven feature, launched in March, has already led to a 15% increase in matches and contact exchanges. Furthermore, Hinge aims to leverage AI to improve its safety features and overall user experience.
Addressing the broader issue of loneliness among Gen Z, Jantos discussed Hinge’s One More Hour fund, launched in 2023. This $1 million fund invests in organizations that promote in-person connections. “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 explained.
Hinge is actively engaging its audience through various channels, including events and collaborations with creators. It has also launched a zine and campaign showcasing Hinge success stories, aiming to inspire Gen Z to find love through the app.
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