Spending a lot of time swiping these days? You’re not the only one; dating app use has soared during the pandemic as many of us spend more time isolated at home, searching on our phones for some sense of connection. Despite the many pitfalls of dating apps—the anxiety and loneliness, the unsolicited dick pics, the fake profiles, the bad pickup lines, and the ghosting—we keep playing the game, hoping we’ll end up on a FaceTime date with someone who makes all that swiping feel worthwhile.
There’s the dating app starter pack of Tinder and Bumble, of course, but there are also plenty of other apps to expand your digital dating horizons. Maybe you want to read someone’s astrological birth chart before sliding into the DMs? There’s an app (actually, two) for that. Maybe you have absolutely no idea what a “rising sign” is, but you need a little help starting the conversation? There’s an app for that. The following 10 dating apps are some of the newest and most popular to try out in 2021.
For music lovers out there, Tastebuds is an app that matches you with people based on the music you listen to. You can find concert buddies (for when venues can safely open again,
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), friends, or potential partners—all through a shared love of your favorite bands and musical artists, which you add to your profile.
If you’ve ever felt sexual tension with an opponent on Words With Friends, XO could be the app for you. In XO, you play games with your matches to break the ice before you start chatting.
Hinge’s early advertisements-disguised-as-memes were slightly cringey. But as it turns out, the dating app that’s “designed to be deleted” is actually one of the best places to meet someone who’s looking for a relationship. When setting up your profile, you’ll choose from a list of prompts like, “Never have I ever...” or, “My Love Language is…” to display on your profile and help get the conversation going with potential matches.
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Walk past a cutie in a mask and want to get a closer look? You may want to try Happn, an app that’s sort of like Craigslist missed connections. It tracks your location and matches you with other users who are nearby, telling you how many times you’ve crossed paths with your potential new crush and giving you a built-in conversation starter. (For the security-minded, know that Happn never reveals your exact location to potential matches, just a radius.)
Picture an app that looks like a bubblegum-colored AOL chat room and does the work of swiping for you. Skeptics are welcome on this astrology-based app, which matches you with potential friends and lovers by calculating compatibility from your full astrological birth chart—a set of personal characteristics supposedly determined by your birth time and place. Developed by former Apple engineers, Struck is currently up and running in Los Angeles, the Bay Area, and New York City, and expanding.
Yes, this is another astrology dating app, but hear us out—this one is big on TikTok, where users are celebrating one particular feature: The app’s “I don’t want to see or be seen by straight people” setting. NuIT also presents you with different compatibility features on a spectrum, so you can see the many nuances of how you might astrologically click with a match.
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Though developed pre-pandemic, the video-based app Curtn is perfect for These Times. User profiles are made up of videos where you’ll answer a variety of prompts, and you can video chat with matches in the app.
Truly sick of swiping? Looking for a serious relationship? Try this “anti-swiping” dating app, which uses an algorithm to introduce you to new personalized matches every day.
Her is a "social" dating app designed for lesbian, queer, bisexual, and non-binary people, with a unique focus on community. On the app, you’ll find LGBTQ+ news, and groups where you can meet friends and potential matches to chat.
Top 10 Dating Apps Worldwide For January 2020
If you ever find yourself stalking crushes on LinkedIn, you’ll feel right at home on the League (if you can make it off the waiting list, that is). This membership-based app for young professionals promises “intelligent” dating, and asks you to connect your LinkedIn page so you can get down to business with people who are just as serious as you are.
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The 2021 Spirit Awards The 10 Best TV Shows of 2021 The 27 Coolest Tech Reveals of 2021 The Best Sneakers of 2021 (So Far)The above chart shows the Top 10 Dating Apps Worldwide in January 2020 for the App Store, Google Play Store, and both stores combined. The apps are sorted based on their download numbers, and the purpose of usage for these apps has been taken into consideration when assessing whether it’s a dating related app or not. So, all lists contain apps from various categories such as Lifestyle, Social Networking, Dating, etc.
Tinder is the most downloaded app in both stores, with over 5 million downloads while Bumble in the App Store and Badoo in the Play Store are following it closely. We see a balanced distribution between two stores in terms of download numbers as the first 6 apps of the overall list managed to get in the lists of both stores.
As Tinder got crowned on both stores, let’s take a look at some of its data to get clues about its organic and paid user acquisition strategy.
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The above table is from the Keyword Intelligence feature of ’s ASO Intelligence product. The complete list shows from which keywords Tinder gets most of its downloads in the App Store. As Tinder has a strong brand presence, the majority of its downloads come from its brand name keyword, “tinder”. The interesting thing is that Tinder gets its remaining portion of downloads from other brand keywords, especially its competitors’ such as “bumble”, “kik”, “meet me”, “hinge”, and so on.
In fact, when we take out the keywords that contain the brand name “tinder”, its misspelled versions as well as some general keywords such as “dating apps”, we observe that at least 26.84% of its downloads come from the brand keywords other than its own. Well… Most brands steal some downloads from their competitors by optimizing their ranking factors. Yet, in Tinder’s case, it seems that it’s doing whatever it takes to snatch away the potential users from the competitors 🙂
Both iOS and Android apps of Tinder run in-app ads, and you might have encountered one of them when roaming around on Facebook or Instagram. But, when we compare the ranking of both apps in their respective Top Advertisers list, we see that the Android app of Tinder is more aggressive in its paid user acquisition strategy. January’s rankings show that Tinder’s Android app had a rank of 704th in the overall Top Advertisers list while the iOS app was 1286th in the same list for the iOS apps.
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Now, you might be asking how Tinder’s rankings compare to its competitors. To see the rankings of the similar apps in the Top Advertiser’s list, you can simply type a keyword such as “dating app” on the search button at the top-right of the Top Advertisers list after you adjust the time window and the app type (iOS or Play).
It turns out that Plenty of Fish, OkCupid, Badoo, and Hily are implementing a more aggressive advertising strategy to catch up with Tinder. Especially Badoo with a unique ad creative count of 601 and running ads on 8 different networks, is the one putting the strongest emphasis on in-app ads. This also proves that Tinder’s brand is more powerful, and it’s the main source that drives conversion to the app.
When we have a more detailed look at the campaign performance of Tinder’s Android app, we see a strong preference for Facebook and Instagram as ad networks. The app has 361 total ad creatives and 153 of them are currently active, which shows that they are effectively using 42% of their creatives and conducting A/B tests.
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On the ad publisher side, we see that Tinder has 1.923 publishers who are running its ads. When we check who those publishers are, we see a wide variety of apps from different categories such as Entertainment, Game, News and Magazines, Dating, Social, Travel, and so on. Below you see some of them, sorted based on the impression score.
Other than publisher, creative counts, and ad network information, we can see that Tinder generally opts for images as their most favored ad creative type (80.9%), and we can see distributions of their preferred image and video creatives. As Tinder is a highly localized app, their titles and subtitles have also been localized to 10 different languages, some of which are Japanese, German, Spanish, and Indonesian.
Lastly, we can view the countries where Tinder’s ads
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