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

Hinge, a dating app, is on a mission to transform how young people perceive love. The company aims to challenge the idealized notions of romance portrayed in movies and books, advocating for a more authentic, messy, and unexpected narrative of love.

Real Love Stories: "No Ordinary Love"

In 2025, Hinge launched the "No Ordinary Love" campaign, showcasing real-life love stories of couples who met on the app. These stories, penned by renowned writers, were published in a book and on Substack, highlighting how online dating can foster genuine connections. The campaign also featured ads in subways across major cities like New York and Los Angeles.

"We Met on Hinge": A New Perspective

Hinge introduced another campaign, "We Met on Hinge", featuring couples who reconnected or met in person after using the app. Both campaigns align with Hinge's motto: "Designed to Be Deleted." This philosophy emphasizes meaningful connections over endless swiping.

Success Through Authenticity

Hinge's focus on real connections has driven significant growth. In the third quarter of 2025, the app's revenue surged by 27% year-over-year, reaching $185 million. The number of paying users also increased by 17%, demonstrating the demand for authentic dating experiences.

The Future of Dating

The marketing chief of Hinge notes that technology often reduces in-person interactions. However, Hinge's app is designed to encourage users to meet in person. Every feature and campaign is geared toward this goal, aiming to redefine dating and love in the digital era.