How it is really going for Hinge.

Let’s face it, having a reputation be it good or bad is like breathing. But one has to be careful because as Warren Buffet once said "It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently."

Many factors can define a brand reputation that go beyond the brand’s own effort of trying to build a good reputation.

Hinge is no exception. The dating app is always focusing on portraying itself as the app for serious long term dating as it calls itself the app designed to be deleted .

Hinge is mostly used by men in France with a percentage of 60%. Most users (54% of users ) are between 26 and 40 years old, followed by 33% of male users who are more than 55 years old. These stats only confirm that the age range holds mostly serious people, in the age of thinking seriously of relationships and not people who are still exploring or looking for short term intimacy and pleasure.

The app is also mentioned a lot, as it was trending and peaked in december 2020 only to fall in june 2021, only to peak once again in october 2021. This might be explained by the Hingie campaign launched in 2019 and the lockdown that could have motivated the new subscribers. But when it fell again from trends back in june 2021? HInge had the bright idea of bringing the voice notes feature that differentiates it from all other dating apps and let users express their love for this feature on social media and especially twitter stating that this feature is “the best thing a dating app could come up with”

Most of the mentions in France come from Grand Paris which is logical knowing that the city of love counts 7,2 million people.

Finally, and getting to the best moment, Hinge has 58% of positive sentiment in France and 51% worldwide in the last year, which is extremely exquisite for the app and is a good basis that Hinge directors would start from because France only represents 1% of the international market.

Therefore, Hinge is invited to make more efforts in terms of visibility which can start from having a good social media presence and editorial strategy.

Houda KAMAL

379 words

References:

https://www.digimind.com/fr/