Tinder's interactive series 'Swipe Night' could bring a needed boost to user engagement

Sarah Perez
Tinder's interactive series 'Swipe Night' could bring a needed boost to user engagement

On Sundays in October, Tinder is launching in its dating app an "interactive adventure" called "Swipe Night" that will present a narrative where users make a series of choices in order to proceed. In Tinder's case, its larger goal may not be a dramatic entry into scripted, streaming video, as has been reported, but rather a creative way to juice some lagging user engagement metrics. For example, based on analysis of Android data in the U.S. from SimilarWeb, Tinder's sessions per user, meaning the number of times the average user opens the app per day, have declined.