A survey conducted at yesterday’s #RethinkMedia conference at Birmingham City University revealed that over half of respondents expect popular dating app Tinder to be redundant in five years’ time.

Are we getting bored of Tinder? Mark Brill, senior lecturer in Future Media at Birmingham City University, shares his views…

The app is creating a whole ‘Tinder Generation’ of people who are dating and developing relationships through swiping right. It has been so successful in that respect, that live venues and night clubs are blaming the app for driving a significant downturn in numbers. That downturn might also be due the high cost of a night out. However, one of the principle reasons for going to a club – to meet other people – has been negated through Tinder (and Grindr on the gay scene).

I wonder if the next generation after Gen Z will simply be called Gen Tinder? On the other hand, we have seen some commentators, such as Vanity Fair, bemoan the lack of ‘real’ relationships amongst Millennials, thanks to Tinder. The author described it as the  ‘Dating Apocalypse’.

Ultimately the ease with which these apps can provide some kind of dating encounter means that they are here to stay. If we consider Tinder to be a highly contextual social media platform then it has the same challenges as a Facebook or an Instagram – audiences are fickle and move on quickly. They are also highly generational (think SMS for the millennium, Myspace in the noughties and Facebook post 2010).

If Tinder is to remain relevant in the next 10 years, then they will need to evolve with their audience. So perhaps there will be no Tinder in a decade’s time, but like it or not, it seems as if dating apps are here to stay.

Speakers at this year’s #RethinkMedia event included Mark Frankel, Social Media Editor for BBC News and Matt Shaw, Network Editor for Jamie Oliver’s Food Tube channel. Topics discussed throughout the day included how to best engage audiences through the use of digital media and the social motivations for sharing video content.

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Mark Brill

Mark Brill

Mark Brill is senior lecturer in Future Media at Birmingham City University. He is a leading mobile and innovation strategist and has worked with a diverse range of global brands including Chevrolet, Samsung and Louis Vuitton, as well as leading advertising agencies across the WPP and Aegis groups.