As these companies were taking away Tinder’s audience, the company responded by launching various features to target those people but failed to alter its image significantly. Most of their successful launches have been about adding new monetization layers and elements.
Sean Rad and Justin Mateen had known each other from the age of 14. Both come from Jewish-Iranian families in the Los Angeles area, and both attended the University of Southern California and became online entrepreneurs at the same time. Rad has said the impetus for Tinder’s creation was his observation that “no matter who you are, you feel more comfortable approaching somebody if you know they want you to approach them.” He believed a “double opt-in” system could be created to alleviate the stress of meeting new people. Rad has also said Tinder filled a gap in social platforms’ availability for meeting strangers, rather than connecting with people a user already knows.
“From the beginning, I had a nagging desire to gamify it,” says Chief Strategy Officer and Tinder co-founder Jonathan Badeen, in a December live chat on discovery platform ProductHunt.
According to their reports, 85% of its users are between 18 and 34, meaning Tinder has become the preferred dating app of millennials. In 2016, Tinder’s CEO said the company was working to make the dating service better for transgender users, but it didn’t significantly affect the composition of its users. [link]
Initially, the founders of Tinders marketed to a small and specific group of people on college campuses, probably the most active and relevant audience who then carried the app and at least the concept throughout their lives.