Tinder Swipe Night Pilot

What is Swipe Night?

On October 6 at 6 p.m. local time in the U.S., Tinder® will launch Swipe Night– a first-of-its-kind, original interactive adventure that represents a whole new way to match!

The Swipe Night story is a first-person, apocalyptic adventure where at key turning points, you get to decide what happens to you next. Your choices dictate more than just the story; they may also impact who you match with once the epic journey ends

From Tinder help page on Swipe Night

First Impressions

Tinder’s Swipe Night Pilot is a fantastic way to increase active user count in the target age range. People are bored with TV shows, partying and other weekend chores by Sunday evening. It’s good choice of timing to create uptick in viewership. Once the conversation between folks with mutual answers begins, they are kind of hooked for next episode as well as each other. Swipe Night show itself turns into an online date of sorts with conversation starters.

It’s not that big of an episode perhaps to make users focus more on the discovering others with mutual answers and matches they get after the episode ends. Answers on the questions during the episode and the show sort of become conversation starters, which reduces a lot of effort in the first message.

The episode itself was quite engaging and fun, although a bit unreal. Really well shot and directed for vertical viewing. Scenes were short probably to make social media content for Instagram, Snapchat and other social / short video platforms out there. There is too much going on for such a small length show, taking it down a notch would make it just about perfect.

There are four episodes in total according to Tinder twitter team. Given the show’s unique format and storyline, it is likely that they will go on for another season.

Why now?

Current hypothesis is that growth from subscriptions is slowing or user / usage growth is slowing which could be due to variety of factors such as increased competition from players such as Bumble and not enough further pricing potential (for Plus & Gold).

Opportunity for Partnerships

What this show highlights is that there is potential for partnerships with third parties to create content for the audience. It is possible for them to create a show with say Starbucks around coffee and relationships for example.

To conclude, this new Tinder project has a lot of potential. Certain things remain unclear right now such as “how will Tinder handle the users who have FOMO and missed week?” (pointed out by twitter user Pat Connolly in his blogpost), what is the point of somewhat silly questions (and not allowing users to change them) and lastly whether Swipe Nights will become paid at some point. Production and launch quality is high. Storyline is over the top but considering the audience of 18-25, it seems fine. Looking forward to next episode. Hopefully, some of the queries are answered by then.


A Rant On Investor Relations

Dear Public Company CEOs / Execs,

You are not doing any service to your companies by going to CNBC, Bloomberg or interviews with Wall Street Journal, New York Times or Washington Post. Investors worth their salt know that you are not sharing any useful information on financial or news media. They are busy looking at your Investor Relations page on the website. If you want long term shareholders, start by improving your Investor Relations website.

If your company is great at selling your product then it can certainly sell the company’s common stock to investors. There is a reason why Netflix’s market capitalization has increased even though their business model might have certain weaknesses. Nobody is perfect or can remain perfect but if you can communicate your company’s thinking as well as document it properly you will attract shareholders who will not be swayed by your quarterly performance.

Here are some recommendations that can help you get started:

  • Website that loads fast and is mobile friendly.
  • Have a separate IR website like Netflix if you think it will help investors.
  • Organize and properly link all the relevant materials.
  • Share transcripts from investor conferences because not every investor can attend all of them.
  • Please share most frequently asked questions (FAQs) on your website so that investors don’t waste time of your investor relations team.
  • Present upcoming important dates for investors prominently
  • Make it easy to receive investor relations material via channels other than email such as RSS, Twitter, Facebook and LinkedIn. It will be easier for investors to evangelize your company’s stock to other investors.
  • If you can share key financial and / or sales figures or metrics investors need to focus in an organized fashion, investors will reward you back. For ideas, look at Swedish Match Business website.
  • Present compensation of key executives and the board properly on the website including their trades on the website. This matters to long term shareholders, why not make it easier for them to easily access this information instead of trying to hide it in the proxy statement.

If you even follow some of this you will get a positive feedback loop from investors who are interested in investing and cheer-leading great companies. Not everyone in the investment community is just looking to make a quick buck.