Tinder and Rival Apps Court Gen Z in the Age of Online Dating Fatigue

After defining the category, Tinder faces increasing competition and marketing challenges

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As a new academic year gets underway on college campuses nationwide, Tinder and rapper Saweetie are playing Cupid. The dating app has enlisted the Gen Z artist, who references Tinder in her track “Tap In,” to get students swiping during a prime flirting moment: freshman orientation.

Tinder sees the highest influx of 18-year-old members during this month, and the school most active on the app will win a free concert by Saweetie and a special guest. 

For Tinder, the college contest is a return to its roots.



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