News JVTech Instagram wants to become “the new dating platform” for young people and replace Tinder!
Published on 02/01/2023 at 20:50
Dating applications are numerous and attract thousands of users in France and around the world. However, the youngest are increasingly abandoning Tinder and company in favor of social networks, such as Instagram. Meta knows this and intends to become THE dating platform for Generation Z.
Dating sites and apps dominate unchallenged
In recent years, applications or other sites for dating have radically become part of our daily lives. To realize this, just take a look at the data shared by Statesman in June 2022. The research group was indeed interested in the “Distribution of French people in couples in France in 2021, according to the meeting place of their current partner”.
The result is unequivocal, since in first place, we find with a score of 22% the answer “via a dating site or application”. And if the second answer is “in another way”, the third follows somewhat the logic of the first since it is “via the internet” (excluding apps and dating sites, but including social networks). So understand here that meetings have become enormously digitizedeven if Tinder downloads decreased by 5% in 2021.
Although this drop is a small blow for the American company Match Group, it benefits social networks. And that, Meta has understood, since the group led by Mark Zuckerberg intends to make Instagram “the new dating application” preferred by Gen Z (people born between 1997 and 2010).
What if Instagram became Gen Z’s Tinder?
Although this question may seem surprising, it’s almost normal to wonder when we take a closer look at the “2023 Instagram Trend Report”. In this rapport, we can read on the twentieth page that for this year, “Gen Z plans to use platforms like IG for dating and connections”. In addition, the social network also indicates that “the time when we constantly slipped on dating applications is over. »
In 2023, Instagram will have to win back the hearts of its audience, while fighting against the Chinese giant TikTok. If 2022 was a year of doubt for the Meta social network, 2023 will have to restore the reputation of the photography application which has aroused so much interest in the past. To illustrate this assertion, it suffices to refer to thesurvey by Piper Sandler which found that of 14,500 teens surveyed in the United States, only 22% named Instagram as their favorite platform (TikTok 33%, Snapchat 31%).
In this “2023 Instagram Trend Report”, the social network also specifies what the year 2023 will look like through themes such as ecology, culture and even the metaverse. Meta has therefore chosen to opt for a global renewal by focusing on youth to put Instagram back in the spotlight.
