Match Introduces ’72 Hours’ Feature to Promote Intentional Connections
In a bid to revolutionize the online dating experience, Match has introduced an unconventional way of connecting with potential matches. The new feature, called ’72 Hours,’ is designed to encourage users to engage in more intentional connections by introducing a time-sensitive element to the app.
What is 72 Hours?
The ’72 Hours’ feature is an in-app weekly experience that allows users to message potential matches within a designated timeframe of three days. During this period, members can select nearby profiles on a map and start conversations with the goal of making weekend plans with the other person before time runs out.
How Does it Work?
Here’s how ’72 Hours’ works:
- Users have from Monday through Thursday to sign up for the live event.
- The experience starts every Thursday at 4 p.m. local time and ends on Sunday at 12 a.m.
- At launch, 72 Hours will be available only for users in the New York area but will roll out nationwide over the coming months.
Countdown Feature
To add an extra layer of excitement to the experience, Match will give users a countdown when there are 24 hours left. This will serve as a gentle reminder that time is running out, and users need to make the most of their interactions with potential matches.
The Purpose Behind 72 Hours
Match-owned Tinder has launched similar timed features in the past, including ‘Swipe Night,’ which encourages users to start conversations with potential matches within a limited timeframe. The ‘Vibes’ event on Tinder lasts for 48 hours and requires users to answer a series of questions that are displayed on their profile for 72 hours.
Tinder also has a feature called ‘Swipe Surge,’ which notifies users when activity on the app is high. Swipe Surge can either last for minutes or hours, depending on the level of activity.
What’s Next?
With the introduction of ’72 Hours’ on Match, the company aims to solve the issue of conversations that never leave the app and fizzle out. By providing a time-sensitive element to the online dating experience, Match is encouraging users to be more intentional about their connections and make the most of their interactions with potential matches.
Quote from Dushyant Saraph
In an interview with TechCrunch, Dushyant Saraph, general manager and chief product officer at Match, shared his thoughts on the new feature:
"The ‘traditional’ like, match, chat journey on a dating app takes a long time, and oftentimes leads to conversations that don’t go anywhere. However, on the opposite end, meeting someone IRL happens in a time-condensed way; you aren’t waiting weeks for a reply to see if someone’s up for going on a date… this new Match feature specifically solves for intent while at the same time asking people, who is really serious about meeting up and actually connecting?"
Conclusion
Match’s introduction of ’72 Hours’ is an innovative step in promoting intentional connections among users. By providing a time-sensitive element to the online dating experience, the company aims to encourage users to be more mindful of their interactions with potential matches.
As Match continues to roll out this feature nationwide, it will be interesting to see how users respond to this new approach to online dating. Will ’72 Hours’ become the next big thing in online dating, or will it fizzle out like some of the other timed features on Tinder? Only time will tell.
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