Match for Valentine’s Day
Ah, Valentine’s Day... Who would we be to deny its commercial side? As a digital marketing agency, we know that every year, this period brings a big turnover for brands. But this event is not heartless, and Love with a capital L still exists! Its quest too: the number of users of dating sites or applications is still big. These platforms have become a part of everyday life, and today they represent a large part of the occasional use of the Internet, typically symbolizing the 21st century, since they were developed in the 2000s.
It’s therefore logical that social networks are looking into them, taking advantage of the power of this movement to drive users loyal with new features... There are now several thousand dating sites or apps in the world, each with its own characteristics and qualities that appeal to everyone. But they all have the same flaw: creating a profile is tedious and long. What if it’s already done? And by you? And regularly updated? Yes, brace yourselves: Facebook has launched its own dating platform, and it’s going to completely change the game.
Facebook has been thinking about it for a long time: 200 million of users on the social network call themselves “single”, so the idea came naturally. It’s an established fact that this site works effectively to find people with whom you have an affinity, since it functions through “Likes”, allows you to join groups of fans, and... is known for tracking down the slightest habits of its users. It becomes really easy to make you match with another person if one turns this feature into a dating site algorithm...
In September 2019, Facebook launched the Facebook Dating platform in the United States, helped by what users like. It allows to establish interesting relationships based on what two people have in common, such as interests, hobbies, types of events they attend, groups they are into... With such an asset, Facebook Dating is a serious competitor to Match or Tinder.
There is no risk of seeing unwelcome naughty pictures on children’s profiles: you have to be 18 years old or older to access the platform. As for registration, no need to create an account! You just have to be on Facebook. Yes, Facebook Dating is not a site in its own, it’s integrated on your page. This is an easily accessible feature. Convenient or intrusive? It’s up to you...
Facebook dating plateform Facebook
Since Facebook and Instagram are linked, it is possible to integrate not only publications, but also stories from both. It will be possible to immediately interact on someone’s Instagram profile by looking at their photos and videos, and indicating that one is interested with a “Dating” icon directly on the profile. The first time you use the platform, it will suggest to add already existing content on the profile, in one click. Unlike its competitors, Facebook Dating is
therefore naturally filled, less fake than other dating sites and apps. And what could be better for an Internet user in 2020 than saved time and more precise matches?
So shy ones, don’t panic: there is no need to take the first step, everything is thought of to only have the minimum to do. In this case, put a “Like” on the person’s profile. Ironically, this famous like comes back to its literal meaning after having been derived for years...
Users quickly are comfortable with the platform’s appearance: we know how messaging works (since it’s the same engine as Messenger), we know how posts works (since it’s the same look as Instagram), and we know how the “I like the profile” works (since it’s how Facebook is). In fact, Facebook Dating is like a dating site that you’d already been registered on for years. Let’s just say it’s instinctive. You don’t even have to have the other person as a “friend” to be able to communicate with them. And nothing goes out of the zone, nothing is shared on your wall or publicly. Well, the dimension of privacy on Facebook still is under debate...
A great strength of Facebook Dating compared to its competitors is that it is, just like the social network, completely free! There is no premium space with better features that one has to pay for. The affinity process is called the “Secret Crush”: just like the classic match
of dating sites and apps, this feature allows you to place Facebook friends or Instagram followers in your favorites list, and to be notified if the person you have a crush on also has added you to their favorites list. If the crush is mutual, you know how it goes: “It’s a match!”
Facebook Dating is set to arrive in Europe in early 2020. Let’s hope it’s in time for Valentine’s Day!
