Love in the Digital Age: Hinge's Unique Approach to Dating

Hinge, a dating app, is trying to change how young people think about love. They want to show that real relationships are not like the perfect stories in movies or books. The app's marketing chief believes that focusing on real, messy, and unexpected love stories can help young people see dating in a new way. In 2025, Hinge launched a campaign called \"No Ordinary Love. \" This campaign told the real-life love stories of couples who met on the app. Famous writers wrote these stories, and they were published in a book and on Substack. The stories showed how online dating can lead to real-life connections. The campaign also included ads in subways in big cities like New York and Los Angeles. Hinge also started another campaign called \"We Met on Hinge. \" This campaign showed couples who met on the app after knowing each other before or seeing each other in person. Both campaigns support Hinge's motto: \"Designed to Be Deleted. \" This means the app is not about endless swiping but about finding meaningful connections. The focus on real connections has helped Hinge grow. In the third quarter of 2025, Hinge's revenue was up 27% from the previous year, reaching $185 million. The number of paying users also grew by 17%. The app's success shows that people want real connections, not just endless swiping. The marketing chief of Hinge says that technology is making people spend less time together in person. But Hinge's app is designed to get people off the app and into dates. Everything the app does is focused on this goal. Hinge is trying to change the way people think about dating and love in the digital age.