Monday, November 29, 2021

Tinder Is Going to Help People Find Wedding Dates

Tinder isn’t typically associated with marriage, but the company is looking to change that with a new feature called Plus One that’s supposed to help its users find dates for upcoming weddings.

Plus One is part of the Explore feature Tinder introduced in September. This in-app social network is supposed to help Tinder users find people with similar interests, engage in various digital events, and limit their potential matches to users who have been photo-verified. Now it will facilitate matches for offline events, too, with the express goal of finding a wedding date.

The feature was developed in partnership with WeddingWire, a one-stop shop for everything from vendor searches to planning tools, which is also offering a $460 grant to the first 100 people to sign up for Plus One in the US. This so-called Wedding Guest Grant is supposed to help cover the typical costs of traveling to the wedding and buying a gift for the soon-to-be-married couple.

“With roughly half of weddings being postponed during the pandemic,” Tinder said, “WeddingWire expects to see up to a 20% increase in weddings in 2021 and 2022, compared to typical levels. This impending uptick seems to have already been felt by unattached invitees, with mentions of ‘plus one’ in Tinder bios increasing 45% since the beginning of the year.”

Tinder said Plus One users can indicate “they are either looking for, or willing to be, a wedding date” via the feature. From there it seems the feature will offer the prototypical Tinder experience of swiping on profiles, chatting with potential matches, and then meeting up offline, just with the added pressure of attending a wedding that was probably supposed to happen months ago.



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