Hinge Newsletter
Contents
01
Executive Summary
- Fun Features
- Monetization
- Top Monetization Networks
- User Acquisition
- UA Strategy
- Creative Strategy
02
App Overview
- Core Functionality
- Fun Features
- Monetization
- In-App Purchases
03
User Acquisition
- Revenue + Revenue in Top Tier-1 Countries
- Downloads + Downloads in Top Tier-1 Countries
- Monetization Networks
04
Top Creatives
05
Top Creatives (Competitors)
06
User Acquisition Strategy
07
Creative Strategy
08
Hinge Strategy
Executive Summary
Fun Features:
Video Prompts
Conversation Trackers
Most Compatible
Hinge Prompts
Poll Prompts
Monetization
Standouts
Viewing and Sorting “Likes You” Feed
Hinge's Premium-Like Upgrade
Advanced Dating Preferences
Rose
Boost
Superboost
Top Monetization Networks
User Acquisition
Revenue of $616,837,642
Top countries in revenue: USA, UK, Australia, Canada, Germany
Total downloads of 53,155,927
Top countries in downloads: USA, UK, Australia, Canada, Germany, France
UA Strategy
Downloads: Hinge's downloads grew by +10.8% in the past 14 to 30 days, a +1.66% increase in the last 30 to 60 days, and a +1.97% rise in the last 60 to 90 days.
Revenue: Hinge experienced a +1.5% revenue increase in the last 14 to 30 days, a -2.05% decline in the last 30 to 60 days. The last 60 to 90 days showed a positive growth of +4%.
Monetization Networks: In the last 14 to 30 days, YouTube saw a notable growth of +12.1%, maintaining a remarkable growth of +12.9% in the last 30 to 60 days. Google AdMob demonstrated a +11% increase in the 14 to 30 days and the last 30 to 60 days. YouTube faced a 6.8% rise in the last 60 to 90 days.
Popular Markets: Germany maintained a steady +12% growth in the last 14 to 30 days. Additionally, the UK saw remarkable growth of +11%, further increasing to +23.3% in the last 60 to 90 days. France followed with a +5.5% increase in the same period.
Creative Strategy
Unique/New Creatives: Over the last 14 to 30 days, new creatives declined by -5%. In the last 30 to 60 days, there was an increase of +26.6%. Over the last 60 to 90 days, a downward trend showed a decline of -16.6% in new creatives.
Monetization Network: YouTube continued to be a top monetization platform during the last 90 days.
Popular Markets: Over the last 14 to 30 days, Germany saw an +11.3% rise, while the UK recorded an +11% increase. France showed a +33.2% increase in the last 30 to 60 days, and the UK experienced a growth of +6.6% in the last 60 to 90 days.
Hinge, a dating app launched in 2012, emphasizes serious relationships with its philosophy “designed to be deleted”. The app is a great option for people who are looking for a long-term relationship and are in their 20s to 40s. The app's design and functionality are geared towards users seeking lasting relationships, with tools to facilitate deeper connections and more informed match selections.
Core Functionality
Hinge, a mobile-only dating app available for download from the App Store and Google Play, offers a unique approach to online dating with a focus on long-term relationships.
Users create profiles that include 6 photos or videos. Additionally, they are required to answer three 'Prompts' - short, engaging questions designed to add personality to their profiles.
Unlike typical swipe-based apps, Hinge enables users to show interest by liking or commenting on specific elements of another user's profile, such as photos or prompt responses.
The app tailors profile suggestions based on user preferences and their behavior within the app.
Standard users can send up to 8 likes per day, which refreshes every day at 4:00 AM based on the user’s local time zone. In contrast, subscribers to Hinge+ or HingeX memberships can enjoy the benefit of unlimited likes.
Hinge introduces 'Standouts,' a feature that highlights a list of highly compatible matches based on the user's past interactions on the app.
The 'We Met Survey' section in the app allows users to provide feedback about the quality of their match and the overall date experience, aiding in refining future matches.
A Conversation Tracker helps users maintain active communication with their matches. It prompts users to respond to ongoing dialogues, ensuring that connections remain vibrant.
Hinge offers specialized filters for criteria like substance use and height. These filters are accessible through the Hinge Preferred Membership, which also includes unlimited daily likes.
The app allows users to display their relationship goals, such as seeking long-term relationships or more casual dating, directly on their profiles.
Fun Features:
Video Prompts
60+ million Stickers
Remove Object Tool
AI Image Generator
Sketch Effects
Monetization
Monetization Strategy: Hinge
1. Standouts
The Standout feed on the platform is a curated selection of potential matches and is distinct from the standard feed. These profiles are typically of users whose interests and activities resonate most with your preferences, aiming to catch your attention with standout prompts and photos.
Interaction with profiles in the Standout feed is exclusive to Roses. Sending a Rose to someone in the Standout feed signals strong interest.
To match with the ‘Standout’ profiles, users are asked to upgrade to Hinge+ or HingeX.
Subscribers to Hinge's premium service receive the added benefit of seeing twice as many Standouts every day. This doubles their daily opportunities to connect with these high-quality profiles.
2. Viewing and Sorting “Likes You” Feed
When users show interest in viewing the profiles that have liked any of their pictures or commented on any section of their profile, they are prompted to get an IAP.
With this IAP, users can see everyone who has liked their profile.
Besides, they can organize the list of individuals who have shown interest in their profile based on different criteria such as 'Recent', 'Your Type', and 'Last Active'.
Users are offered a premium subscription plan of Hinge + or HingeX.
3. Hinge's Premium-Like Upgrade
When Hinge users deplete their daily quota of free likes, they are presented with an IAP offer.
The primary value of this IAP is to send unlimited likes, allowing users to express interest in as many profiles as they desire. This facilitates increased interaction and the potential for more connections.
Users are directed to subscribe to the Hinge+ or HingeX plan.
4. Advanced Dating Preferences
Hinge's IAP for extensive dating preferences caters to users seeking to refine their search for potential matches. This is more than basic preferences like age range, ethnicity, religion, maximum distance, and gender.
With the ability to set detailed preferences (height, dating intentions, children, family plans, drugs, politics, education, and more), users gain precision in their matchmaking process.
This feature enables a more targeted approach, reducing time spent on unsuitable profiles and increasing the chances of finding a compatible partner.
Access to these extended dating preferences is typically tied to a subscription model of Hinge+ and HingeX.
5. Rose
Virtual Roses on Hinge is offered as an IAP, allowing users to show premium gestures of interest to other profiles.
Roses are designed to stand out and are claimed to be "2x as likely to lead to a date".
Users receive one free Rose per week. For those looking to have more Roses, additional Roses can be purchased as a bundle of 3, 12, and 50. Buying 12 Roses in bulk offers a 25% discount, and with 50 Roses, they can save 55%.
When a user sends a Rose, their profile is seen first by the recipient, increasing visibility and the likelihood of a match.
Unlike the weekly free Rose, purchased Roses do not expire. This feature adds flexibility and a sense of value to the purchase, as users can hold onto their Roses when they come across profiles that particularly pique their interest.
6. Boost
The Boost IAP on Hinge is designed to momentarily amplify users' presence on the platform for one hour.
This IAP seems valuable for users when they seek to increase the likelihood of receiving likes and potential matches, elevating their profile with 11 times more visibility.
Unlike subscription-based features that offer ongoing benefits, Boosts provide a short-term, immediate increase in profile visibility. Users looking for a short-term commitment and skipping long-term subscriptions can opt for this IAP.
7. Superboost
The Superboost option in Hinge represents an IAP meant to target users seeking enhanced visibility.
Priced at ₹1,750.00, it’s a one-time buy, distinct from Hinge's recurring subscription models, enhancing the profile's visibility to others on the platform.
Activating a Superboost prioritizes your profile on the platform, leading to higher visibility over a continuous 24-hour period. This extended duration goes beyond the standard Boost by offering a sustained presence at the top of potential matches' feeds.
Subscription Model of Hinge
Hinge+
The Hinge+ subscription plan creates a more personalized online dating journey on the Hinge platform by offering expanded capabilities.
Expanded features offered by Hinge+ include unlimited likes, transparency in accessing profiles who have liked yours, and unrestricted dating preferences.
The Hinge+ plan has 4 options to choose from 1-week, 1-month, 3-month, and 6-month, with the option for reduced rates when subscribing for longer periods.
HingeX
HingeX is positioned as the premium subscription plan within the Hinge dating app meant to offer a targeted online dating experience.
Users can avail of a HingeX subscription on a 1-week, 1-month, 3-month, or 6-month basis. Commanding the highest price among Hinge's offerings, HingeX is set at $49.99 per month. The cost becomes more economical with longer-term plans, with a 69% discount on the 3-month plan and a 77% discount on the 6-month plan.
Subscribers of HingeX gain access to exclusive benefits: Priority Likes, Enhanced Recommendations, and Skip the Line.
Pricing Structure
Top In-App Purchases
User Acquisition
Revenue: $616,837,642
Top Countries Tier:1
USA
🇺🇸 (78%) : $485,243,411
UK
🇬🇧 (8%) : $51,256,851
Australia
🇦🇺 (5%) : $29,948,864
Canada
🇨🇦 (5%) : $28,402,786
Germany
🇩🇪 (1%) : $2,857,430
Other Countries:
India 🇮🇳 (8%),
South Africa 🇿🇦 (1%)
Downloads: 53,155,927
Top Countries Tier:1
USA
🇺🇸 (59%) : 31,391,753
UK
🇬🇧 (10%) : 5,606,566
Australia
🇦🇺 (5%) : 2,525,953
Canada
🇨🇦 (5%) : 2,857,232
Germany
🇩🇪 (3%) : 1,509,853
France
🇫🇷 (2%) : 948,430
Other Countries:
India 🇮🇳 (8%),
South Africa 🇿🇦 (1%)
Top Monetization Networks (Last 30 days)
RpD
Tier-1 West: $13.38
Global: $11.6
Top Creatives
Creative 1
CREATED
Nov 09, 2023
IMPRESSION
4,404,747
Impressions by country
Germany (37%),
France (25%),
UK (3%),
USA (2%)
Other countries
Italy (18%),
Spain (11%)
Creative tags
COLORS
Monetization Network:
Creative 2
CREATED
Nov 10, 2023
IMPRESSION
11,566,457
Impressions by country
Germany (3%),
France (25%),
UK (3%),
USA (2%)
Other countries
NA
Creative tags
COLORS
Monetization Network:
Creative 3
CREATED
Aug 18, 2023
IMPRESSION
1,017,463
Impressions by country
Germany (30%),
France (21%),
UK (4%),
USA (4%)
Other countries
Italy (24%),
Spain (13%)
Creative tags
COLORS
Monetization Network:
Top Creatives (Competitors)
1. Tinder
CREATED
Oct 12, 2023
IMPRESSION
2,282,871
Impressions by country
France (13%),
Germany (8%),
UK (2%),
USA (1%)
Other countries
Italy (37%),
Spain (27%)
Creative tags
COLORS
Monetization Network:
2. Bumble
CREATED
Oct 27, 2023
IMPRESSION
1,708,290
Impressions by country
USA (20%),
UK (9%),
France (7%),
Germany (4%)
Other countries
India (12%),
Brazil (6%)
Creative tags
COLORS
Monetization Network:
User Acquisition Strategy
Change in %
% change = ((new value - old value) / old value) * 100
How is Strategy changing?
1. Change in Downloads
Over the last 14 to 30 days, downloads experienced growth of +10.8%.
There was a +1.66% increase in downloads during the last 30 to 60 days.
In the last 60 to 90 days, downloads showed a rise of +1.97%.
2. Change in Revenue
Over the last 14 to 30 days, there was a +1.5% rise in revenue.
In the last 30 to 60 days, revenue decreased by -2.05%.
However, in the last 60 to 90 days, revenue had a positive growth of +4%.
3. Change in Monetization Networks
In the last 14 to 30 days, YouTube experienced a notable growth of +12.1%.
Even in the last 30 to 60 days, YouTube observed a remarkable growth of +12.9%.
Google Admob demonstrated an increase of +11% in the last 14 to 30 days, with equal growth even in the last 30 to 60 days.
YouTube shows a rise of 6.8% in the last 60 to 90 days.
4. Change in Popular Markets
In the last 14 to 30 days, Germany consistently maintained a positive growth of +12%.
Besides, the UK also experienced a remarkable growth of +11% in the same period.
The UK observed an increase of +23.3% in the last 30 to 60 days.
The UK maintained a growth consistency of +23.3% even in the last 60 to 90 days. Following this was France with a +5.5% increase in the same period.
Creative Strategy
Change in %
% change = ((new value - old value) / old value) * 100
How is Strategy changing?
1. Change in Unique/New Creatives
Over the last 14 to 30 days, there was a decline of -5% in new creatives.
In the 30 to 60 days, an increase of +26.6% was observed.
There was decline of -16.6% in unique or new creatives in the last 60 to 90 days.
2. Change in Monetization Networks
YouTube continued to be a top monetization platform during the last 90 days.
3. Change in Popular Markets
In the last 14 to 30 days, Germany experienced an +11.3% rise.
The UK observed a positive change, registering an +11% increase in the last 14 to 30 days.
France demonstrated a +33.2% increase over the last 30 to 60 days.
The UK experienced a growth of +6.6% in the last 60 to 90 days.
Push Notifications
Hinge sends 3 to 4 hyper-personalized push notifications daily to users. This frequency is subject to an increase based on the number of message notifications each user receives per day.
By sending notifications like "Andy sent you a rose", “Anurag matched with you”, or "H liked you!", Hinge emphasizes actions indicating a high level of interest from other users. This strategy makes the receiving user feel valued and may increase their curiosity about the sender.
Notifications such as "Match to continue the conversation" suggest a two-way interest and encourage users to reciprocate by engaging with the app. This kind of notification creates a sense of opportunity for the user to interact with their compatible matches.
Hinge utilizes notifications that are specific to the user’s profile activity, such as "Tap to see the comment on your photo" or "Tap to see the comment on your answer". This tailored approach makes the dating experience feel more personal and relevant.
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