Inside Facebook Dating, launching today first in Colombia

Inside Facebook Dating, launching today first in Colombia

Does deeper data produce perfect matches? Facebook is finally ready to find out, starting today with a country-wide test in Colombia of its new Dating feature. It’s centered around an algorithm-powered homescreen of Suggested romantic matches based on everything Facebook knows about you that other apps don’t. There’s no swiping and it’s not trying to look cool, but Facebook Dating is familiar and non-threatening enough to feel accessible to Facebook’s broad array of single users.

Originally announced at F8 in May, Facebook has hammered out details like limiting users to expressing interest in a maximum of 100 people per day, spotlighting personal questions as well as photos, and defaulting to show you friends-of-friends as well as strangers unless you only want to see people with no mutual connections. If the test goes well, expect Facebook to roll Dating out to more countries shortly as the social network pushes its mission to create meaningful connections and the perception that it can be a force of good.

“The goal of the team is to make Facebook simply the best place to start a relationship online” Facebook Dating’s product manager Nathan Sharp told me during an expansive interview about the company’s strategy and how it chose to diverge from the top dating apps. For starters, it’s not trying to compete with Tinder for where you find hookups by swiping through infinite options, but instead beat eHarmony, Hinge, and OKCupid at finding you a life partner. And it’s all about privacy, from its opt-in nature to how it’s almost entirely siloed from Facebook though lives within the same app.

“We wanted to make a product that encouraged people to remember that there are people behind the profiles and the cards that they’re seeing. We wanted a system that emphasizes consideration over impulse. We want you to consider more than that person’s profile photo.”

Though Facebook could surely earn a ton off of Facebook Dating if it gets popular, for now there are no plans to monetize it with ads or premium subscriptions to bonus features. But as Facebook strives to stay relevant beyond the aging News Feed and combat its branding crisis, there are plenty of incentives for it to find us a significant other.

How Facebook Dating Works…

“Dating is something we’ve seen on the platform since the earliest days. We know there are 200 million people who list themselves as single” says Sharp. He’s married himself but says with a laugh that Facebook Dating “is definitely a young and single team.” Back in 2004, online dating still had a sleazy reputation. But now that over a third of U.S. marriages start online, and Facebook has had time to identify the pitfalls stumbled into by other dating apps, it’s ready to pucker up.

The basic flow is that users 18 and up (or the local ‘Adult’ equivalent) will see a notice atop their News Feed inviting them to try Facebook Dating when it comes to their country, and they’ll see a shortcut in their bookmarks menu. For now Facebook Dating is mobile-only, and will is bundled into the social network’s main iOS and Android apps.

They’ll opt in, verify their city using their phone’s location services, and decide whether to add details like a free-form bio, workplace, education, religion, height, and if they have children. Facebook offers non-binary genders and sexual orientations. To fill out their profile, they’ll choose up to a dozen photos they upload, are tagged in, previously posted to Facebook, or cross-posted from Instagram as well as answer up to 20 questions about their personality such as “What does your perfect day look like?” or “What song always makes you sing along? How loud?”

Users can select to filter their matches by distance (up to a maximum radius of 100 kilometers), if they have children, religion, height, and age. They may then browse through the homescreen’s Suggested matches list, or they can choose to ‘Unlock’ Events and Groups they’re part of to see people from those who’ve done the same. Anyone you’ve blocked on Facebook won’t show up, though unfriended exs might. To see the next person, they either have to say they’re not interested, or choose a photo or question from the person’s profile and send them a message related to it (or at least they’re supposed to), and afterwards the sender can’t see the recipient any more.

The text and emoji-only messages go through a special Facebook Dating chat section, not Messenger, and land in the recipient’s Interested tab with no read receipts. If they reply, the chat moves to both people’s Conversations tab. From there they can decide to connect elsewhere online or meet up in person.

Sharp admits that “The moment you try to control the system you may have some unexpected behaviors occur there”. Facebook thought ahead so you can’t message photos (dick pics), you’re supposed to tie your message to a piece of their content (fewer generic pick-up lines), and you can’t follow up with people who don’t respond to you (stalking). But the company plans to stay vigilant in case unexpected forms of abuse or privacy issues emerge. Overall, Facebook managed to pull off Dating without any glaring privacy snafus or other obvious missteps.

…And Why

Starting today, users in Colombia will be able to create a Facebook Dating profile, but the company won’t start serving matches until there are enough sign ups. Sharp tells me “we don’t expect it to take months.” But why Colombia? He says it’s because much of South America has culturally accepted online dating, it has a sizeable population of 30 million monthly active Facebook users, and the social network can track data out of a few discrete metropolitan areas.

But there are a lot of other ‘whys’ to how Facebook Dating was built. Sharp ran me through the decision making process his team undertook to turn Facebook Dating from a concept into a concrete product. Here I’ll run through its rules and features while explaining the philosophy behind them:

  1. Meaningful relationships not one-night-stands, because “meaningful” is Facebook’s new watchword as it enters the ‘Time Well Spent’ era, and the company has the deep biographical and interest data to find you matches you’ll want to wake up next to each day, not just go to bed with.
  2. Opt-in not automatic enrollment, because “not everyone who’s single wants to date, not everyone who wants to date wants to date online, and not everyone who dates online wants to date on Facebook” says Sharp in a moment of humility.
  3. Within Facebook not a new app, because it lowers the barrier to behavior that’s already hard enough for some people, and it can only achieve its mission if people actually use it.
  4. Friends-of-friends and strangers not friends, because many people’s biggest fear is “are my friends and family going to see this?” says Sharp. People who are already friends don’t need help meeting and may already know if they want to date each other.
  5. A new profile not your same one, because some people might want to share a different side of themselves or might not publicly disclose their true sexual orientation. The only info ported into Facebook Dating is your first name and age.
  6. Message and response not both people swiped right, because since Facebook wants you to be deliberate about who you show interest in, you have to send one message and hope to hear back. There’s no infinite right-swiping and then waiting to get matched or messaged. “It puts the power in the responder” Sharp says.
  7. Profiles and chat are separate not part of Facebook, because it doesn’t want to scare users about privacy slip-ups, and doesn’t want people to pollute the main Facebook experience soliciting dates
  8. Real age and location not self-described, because Facebook wants to prevent catfishing as well as users contacting matches in distant cities who they’ll never meet.
  9. Matches through Events and Groups not randos, because a photo isn’t enough for choosing a life partner, interest overlaps are key to compatability, and they give people ready-made happenings to use as dates.

A prototype of Facebook Dating’s onboarding flow

The end result is an online dating product that maximizes convenience, both in where it’s available and how much hunting you have to do by yourself. It’s distinctly one-size-fits-all to the point that it risks being seen as universally embarassing. Luckily only other Dating users can tell if you’re on it and there’s no way to search for someone specific, but there’s still the threat of humilating screenshots surfacing. It will be fascinating to see how Facebook Dating’s marketing strategy and style develops.

Facebook’s real advantage in this market will be its near-bottomless trove of personal data about all of us. It could analyze trends in characteristics of people who list themselves in a relationship together or what kinds of people respond to what kinds of people’s friend requests or messages. For matching, it could pair people who check in to similar locations or whose GPS paths cross, singles who Like similar bands or restaurants, or those who watch the same kinds of viral videos or share links from the same news outlet. Apps like Tinder can only scratch the surface with partnerships like its one with Foursquare to power its new Places matches. Turning all this info into insights about who’d like who will be a massive challenge for Facebook’s data scientists.

The big question remains how far Facebook will go to making Dating a hit. The feature could live or die by whether Facebook is willing to constantly nag its single users to sign-up. Without the gamification of swiping for fun, Facebook Dating will have to rely on its utility. The company is in a precarious time for its brand, and may have trouble getting people to trust it with an even more sensitive part of their lives.

“As all the events of the past year have unfolded, it’s only underscored the importance of privacy” Sharp concludes. No one wants their dating profile ending up Cambridge Analytica’d. But if analyzing your every Like and link gives Facebook uncanny matching accuracy, word could travel fast if it’s how people find their soul-mates.

Source: Mobile – Techcruch

Dating app Hinge is ditching the Facebook login requirement

Dating app Hinge is ditching the Facebook login requirement

Hinge, the dating app that promised a better set of prospects by suggesting matches who share Facebook friends, is about to radically change its course: it’s ditching its requirement that users log in with Facebook. The change will go into effect on Monday, June 5th on Android, followed by a June 12th release on iOS.

While the option to use Facebook won’t be fully removed, users will instead be able to choose to authenticate using their phone number, the company says.

The decision was prompted by ongoing requests from users who have asked for a non-Facebook login option, Hinge founder and CEO Justin McLeod says. This is especially important to the company as people “move away from Facebook and onto other platforms,” he notes.

This may refer to younger users’ preference for different social platforms, as reflected by a Pew Internet survey released this week, which found that teens are dumping Facebook proper for YouTube, Snapchat and (Facebook-owed) Instagram. 

But Hinge isn’t the first dating app to go this route. Bumble also recently said it was removing the Facebook requirement, in response to user feedback.

In Hinge’s case, however, the decision changes the dating app’s fundamental value proposition, which was focused on matching singles with people they were already connected to by way of Facebook friends, up to three degrees away. The premise was that this would make online dating feel less creepy. And, because you shared mutual friends, you’d be less concerned that the person was a total nut.

This also helped Hinge stand out in a space that’s dominated by Tinder, which could often seem random and filled with those not in search of “real relationships,” let’s say.

Over the years, Hinge doubled down on this brand position with call-outs like “meet friends of friends, not randos” in its marketing materials.

Its user profiles, meanwhile, focus less on users’ looks — unlike the Hot or Not-ish Tinder. Instead, users answer getting-to-know-you questions and share fun, personality-revealing facts on their profile, along with photos and videos. But the goal is to present not just the person’s face or body, but their goals, interests and way they view the world.

Hinge had also experimented with features that make online dating less frustrating, ranging from anti-ghosting reduction features to an app that allows your friends to take over for you. (This has since shut down.)

It’s unclear how well these moves have paid off for Hinge in the long run, as the company won’t share user numbers. It will only say the active member base has doubled since the beginning of the year. However, Sensor Tower estimates Hinge has more than 3 million worldwide downloads across both iOS and Android, 94 percent of which are in the U.S.

The removal of the Facebook requirement, not at all coincidentally, comes at an interesting time for dating app businesses in general, which have just learned Facebook now aims to compete with them directly.

In May, Facebook announced a new dating feature that would allow people to meet non-friends. Hinge took notice, as did others.

“Facebook Dating Looks a Whole Lot Like Hinge,” wrote Wired, for example.

“It’s interesting to see a company facing so many privacy concerns enter one of the most intimate spaces in tech today,” McLeod says of Facebook’s dating plans. “We’re flattered they chose to copy our designs, but ultimately we’re not worried about them as a competitor – our members are increasingly moving away from Facebook as a platform.”

Burn. 

The updated Hinge app will offer users three ways to use Hinge: 1) they can continue to log in with Facebook as usual, 2) they can log in with their phone number, or 3) they can log in with a phone number, but use an option in the app to import select bio information from Facebook, for convenience.

After filling in the profile, users can disconnect from Facebook without losing the imported information, Hinge notes.

Hinge doesn’t believe the move away from Facebook as the underlying network will have an ill effect. Because of its robust profiles, which allow for the liking of individual pieces of content, it thinks its machine learning algorithms have advanced to the point where they can surpass “friends of friends” as a predictor of compatibility, the CEO says.

“Friends of friends is a symbol for what Hinge truly stands for: humanizing modern dating and fighting against the culture of shallow swiping,” says McLeod. “As the Hinge community continues to grow and evolve, we’re not relying on a single feature to best match our members; instead we’ll remain at the forefront of product development and double down on giving our members’ the best offline experience,” he adds.

It’s not hard to get on board with Hinge’s overall vision, but its app is still dwarfed by Tinder, which is now estimated to have more than 50 million users. Rival Bumble is growing as well, with some 22 million+ users. And because dating is ultimately a numbers game, Hinge needs the no-Facebook-needed policy to really boost its own.

Source: Mobile – Techcruch

How Raya’s $8/month dating app turned exclusivity into trust

How Raya’s /month dating app turned exclusivity into trust

The swipe is where the similarity ends. Raya is less like Tinder and more like a secret society. You need a member’s recommendations or a lot of friends inside to join, and you have to apply with an essay question. It costs a flat $7.99 for everyone, women and celebrities included. You show yourself off with a video slideshow set to music of your choice. And it’s for professional networking as well as dating, with parallel profiles for each.

Launched in March 2015, Raya has purposefully flown under the radar. No interviews. Little info about the founders. Not even a profile on Crunchbase’s startup index. In fact, in late 2016 it quietly acquired video messaging startup Chime, led by early Facebooker Jared Morgenstern, without anyone noticing. He’d become Raya’s first investor a year earlier. But Chime was fizzling out after raising $1.2 million. “I learned that not everyone who leaves Facebook, their next thing turns to gold,” Morgenstern laughs. So he sold it to Raya for equity and brought four of his employees to build new experiences for the app.

Now the startup’s COO, Morgenstern has agreed to give TechCrunch the deepest look yet at Raya, where the pretty, popular and powerful meet each other.

Temptation via trust

Raya COO Jared Morgenstern

“Raya is a utility for introducing you to people who can change your life. Soho House uses physical space, we’re trying to use software,” says Morgenstern, referencing the global network of members-only venues.

We’re chatting in a coffee shop in San Francisco. It’s an odd place to discuss Raya, given the company has largely shunned Silicon Valley in favor of building a less nerdy community in LA, New York, London and Paris. The exclusivity might feel discriminatory for some, even if you’re chosen based on your connections rather than your wealth or race. Though people already self-segregate based on where they go to socialize. You could argue Raya just does the same digitally.

Morgenstern refuses to tell me how much Raya has raised, how it started or anything about its founding team beyond that they’re a “Humble, focused group that prefers not to be part of the story.” But he did reveal some of the core tenets that have reportedly attracted celebrities like DJs Diplo and Skrillex, actors Elijah Wood and Amy Schumer and musicians Demi Lovato and John Mayer, plus scores of Instagram models and tattooed creative directors.

Raya’s iOS-only app isn’t a swiping game for fun and personal validation. Its interface and curated community are designed to get you from discovering someone to texting if you’re both interested to actually meeting in person as soon as possible. Like at a top-tier university or night club, there’s supposed to be an in-group sense of camaraderie that makes people more open to each other.

Then there are the rules.

“This is an intimate community with zero-tolerance for disrespect or mean-spirited behavior. Be nice to each other. Say hello like adults,” says an interstitial screen that blocks use until you confirm you understand and agree every time you open the app. That means no sleazy pick-up lines or objectifying language. You’re also not allowed to screenshot, and you’ll be chastized with a numbered and filed warning if you do.

It all makes Raya feel consequential. You’re not swiping through infinite anybodies and sorting through reams of annoying messages. People act right because they don’t want to lose access. Raya recreates the feel of dating or networking in a small town, where your reputation follows you. And that sense of trust has opened a big opportunity where competitors like Tinder or LinkedIn can’t follow.

Self-expression to first impression

Until now, Raya showed you people in your city as well as around the world — which is a bit weird since it would be hard to ever run into each other. But to achieve its mission of getting you offline to meet people in-person, it’s now letting you see nearby people on a map when GPS says they’re at hot spots like bars, dance halls and cafes. The idea is that if you both swipe right, you could skip the texting and just walk up to each other.

“I’m not sure why Tinder and the other big meeting-people apps aren’t doing this,” says Morgenstern. But the answer seems obvious. It would be creepy on a big public dating app. Even other exclusive dating apps like The League that induct people due to their resume more than their personality might feel too unsavory for a map, since having gone to an Ivy League college doesn’t mean you’re not a jerk. Hell, it might make that more likely.

But this startup is betting that its vetted, interconnected, “cool” community will be excited to pick fellow Raya members out of the crowd to see if they have a spark or business synergy.

That brings Raya closer to the Holy Grail of networking apps where you can discover who you’re compatible with in the same room without risking the crash-and-burn failed come-ons. You can filter by age and gender when browsing social connections, or by “Entertainment & Culture,” “Art & Design,” and “Business & Tech” buckets for work. And through their bio and extended slideshows of photos set to their favorite song, you get a better understanding of someone than from just a few profile pics on other apps.

Users can always report people they’ve connected with if they act sketchy, though with the new map feature I was dismayed to learn they can’t yet report people they haven’t seen or rejected in the app. That could lower the consequences for finding someone you want to meet, learning a bit about them, but then approaching without prior consent. However, Morgenstern insists, “The real risk is the density challenge.”

Finding your tribe

Raya’s map doesn’t help much if there are no other members for 100 miles. The company doesn’t restrict the app to certain cities, or schools like Facebook originally did to beat the density problem. Instead, it relies on the fact that if you’re in the middle of nowhere you probably don’t have friends on it to pull you in. Still, that makes it tough for Raya to break into new locales.

But the beauty of the business is that since all users pay $7.99 per month, it doesn’t need that many to earn plenty of money. And at less than the price of a cocktail, the subscription deters trolls without being unaffordable. Morgenstern says, “The most common reason to stop your subscription: I found somebody.” That “success = churn” equation drags on most dating apps. Since Raya has professional networking as well, though, he says some people still continue the subscription even after they find their sweetheart.

“I’m happily in a relationship and I’m excited to use maps,” Morgenstern declares. In that sense, Raya wants to expand those moments in life when you’re eager and open to meet people, like the first days of college. “At Raya we don’t think that’s something that should only happen when you’re single or when you’re 20 or when you move to a new city.”

The bottomless pits of Tinder and LinkedIn can make meeting people online feel haphazard to the point of exhaustion. We’re tribal creatures who haven’t evolved ways to deal with the decision paralysis and the anxiety caused by the paradox of choice. When there’s infinite people to choose from, we freeze up, or always wonder if the next one would have been better than the one we picked. Maybe we need Raya-like apps for all sorts of different subcultures beyond the hipsters that dominate its community, as I wrote in my 2015 piece, “Rise Of The Micro-Tinders”. But if Raya’s price and exclusivity lets people be both vulnerable and accountable, it could forge a more civil way to make a connection.

Source: Mobile – Techcruch