Virtual Dates- The New Normal?
In 2020, Covid-19 pandemic hit several countries and the world was forced to come at a halt. As everything closed down several activities were made digital and brands had to think out of the box due to limited resources. Dating apps were always a part of social media but due to lockdown people started viewing it as a way to pass their time. Everyone was stuck at their house with nothing or very little to do, online dating came to their rescue. People can use dating platforms to connect with and introduce bachelors depending on their likes and choices. A good number of things have improved as a result of the pandemic, including how dating apps work.
Bumble Inc. is an American social media firm that runs the Bumble online dating app, which allows users to communicate with one another. Only female users can initiate contact with matched male users in heterosexual matches, however in same-sex matches, either person can initiate contact and this feature is the unique selling point of the app. Bumble introduced “Virtual Dating” badge in 2020, as an outcome of pandemic. This badge allowed users to know if a person is available through video calls or not, the badge will be present on their profile. Adding to this, they also have features like audio notes and replying to a specific message. The brand allowed people to cut the distance and match with anyone within the country. They also went ahead and made Bumble passport free of cost for a limited time, with this a user could match with anyone from around world.
As Bumble saw a 70% increase in their calling and video chat features, they stepped up and rolled out “Night In” feature in USA and Canada. With this update the users were able to play Ice breaker games on their virtual dates which helped people to get over first awkward meets. The icon in a chat message can be used to plan Bumble’s Night In. The virtual date can be booked for any day of the week between 6 p.m. and midnight. The application will send both users reminders and alerts before the arranged date. They also partnered with Uber eats to promote the idea of having a meal together. Users in cities where Uber eats is operated could get a 25% discount if ordered through Bumble.
According to me this is was a great initiative by Bumble and this is what moment marketing is, they saw a void, an opportunity and decided to grab it. What makes Bumble different here is they already had the video chat option since 2019, their competitors Tinder and Hinge had to rush to catch up with this. The idea of a first date on video makes user feel more relaxed, as they are at their home- the comfort place, it is also very safe because if you meet a person in real and they turn out to be creepy and weird there are limited options to end the date but the video chat makes it as easy as pressing the end button. This gives users the time to build trust and comfort with their matches before meeting them face-to-face. They definitely are leading the game with “Night In” feature as people who are shy can use them to start being comfortable. Overall, virtual dates save time, money and effort that goes into a real date and is in for a win.
The post pandemic prediction for online dating I think will be positive. The Global Dating App revenue data for 2019 and 2020 can support this, which were $2.52 billion and $3. 08 billion, respectively. These insights are evident enough to say that virtual dating is here to stay. As a result of social distancing many people have got social anxiety or some are just not comfortable to be in crowds in the current scenario so features like these are a boon for them to helps to reduce anxiety and the pressure of a first date. So, yes “Virtual Date” is the new normal.
