By Nathan Lee, TLE Correspondent
Tinder has released a new ‘Super Like’ feature which allows users to swipe up to indicate a heightened level of interest.
Users have traditionally had the choice of swiping right or swiping left on a person’s profile. But now Tinder is introducing the option of swiping up on a profile, as well as using a new blue star icon which will appear as a blue footer on the recipients’ profile.
The receiver is still in control of whom they want to match with, but the existence of a Super Like can influence that decision.
“A ‘like’, or ‘Swipe Right’ has long served as an anonymous way to express interest in someone, similar to a glance across the room,” said Sean Rad, CEO of Tinder. “Because they’re so limited in number, a Super Like, or a ‘swipe up’, sends a more powerful signal, conveying an especially high level of interest. People like to know that someone finds them special, and we think this will lead to even better matches. In this and future product releases we’re focused on maintaining the incredible fun of the Tinder community while providing our users with better tools for making great connections.”
The dynamic Super Like marketing campaign had people wondering what was #BehindTheStar, with a video produced by Culprit Creative and VFX by Ingenuity Studios, the team behind Taylor Swift’s Bad Blood video, supermodel Erin Heatherton stars as Tinder’s superhero Super Like, alongside supermodel Nina Agdal as they join forces to find the perfect match.
Supermodel Erin Heatherton, a longtime fan of Tinder, collaborated with Tinder on the marketing campaign and has since continued to collaborate with the company on new product and marketing ideas.
“Erin has a deep understanding of our audience, particularly millennials, and we look forward to working with her on new Tinder opportunities going forward,” said Rad.
“I’ve always been passionate about connecting with people, so the opportunity to collaborate with the talented team at Tinder is so rewarding,” said Heatherton. “What I like most about Tinder is that it has given women the power to decide who has the ability to communicate with them. Super Like enhances these powers by allowing them to invite the people they want to engage with.”
