Under the Influence with Terry O'Reilly Selling Love: The Business of Online Dating
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Jun 28, 2025 Explore the intriguing history of love and dating, tracing back to the first matchmaking services. Discover how innovative campaigns like those by Match.com have reshaped perceptions of online romance. Dive into the digital dating revolution, where apps like Tinder and Hinge have transformed our connections with their fun, engaging features. The rise of niche dating platforms highlights their unique approaches to cater to specific audiences, making love more accessible than ever. It's a fascinating look at how desire has been marketed and adapted through the ages.
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Joan Ball's Matchmaking Innovation
- Joan Ball pioneered computer matchmaking by using computers to match people based on what they didn’t want in a partner.
- She used pirate radio stations for advertising when newspapers refused, making her service feel bold and exciting.
Tinder's Game-Like Dating Model
- Tinder gamified dating with the swipe mechanic inspired by a fogged mirror.
- This approach normalizes casual encounters, making dating a fast, game-like experience.
Hinge's Bold Launch and Marketing
- Hinge launched with a party before its app was even approved by Apple, risking $25,000.
- Its mascot Hingy dies in ads, symbolizing the app's goal to be deleted once users find love.
