Tinder today announced the test of a new in-app experience it’s calling “Swipe Surge,” that will send notifications to users when there’s a spike in Tinder usage in their area. The feature is designed to allow Tinder to better capitalize on real-world events that drive increased usage — like music festivals, parties or spring break holidays, for example.
The company says that it tested out sending push notifications to alert users about surge periods in its app back in 2016, and found that it resulted in users forming 2.5x more matches during a swipe surge.
Users also received nearly 20 percent more right swipes during these events, and they were 2.6x more likely to receive a message, Tinder noted.
Now it’s turning these push notifications into a real product with Swipe Surge.In addition to the alerts designed to draw Tinder users into the app at the same time, the app will include “Swipe Surge” branding during the event. People who already joined the surge by responding to the push notification will then move to the front of the match queue, and Tinder will show you who’s currently active in the app.
Tinder says that activity during a surge is 15x higher overall, and increases matchmaking potential by 250 percent.
The company has been working in recent months to promote Tinder as a dating app for the younger demographic, with its marketing campaign focused on the “single lifestyle,” media publication “Swipe Life” and a test expansion of Tinder U, its college student product.
The Swipe Surge test is underway now in major U.S. markets, says Tinder.