The pandemic has challenged and changed how most people date and hookup.
Government-imposed physical distancing measures, stay-at-home orders and other public health initiatives resulted in a shift toward online dating.
This shift has increasedthe number of dating app usersandthe amount of time people spend on dating apps.
And what does their role in helping people adjust to this new dating reality mean?
Three main ways dating apps have responded to the pandemic
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Communicating about health
Pop-upmessages on dating appsencouraged users to stop meeting in person and engage with each other online.
Bumble sent users direct messages while public service announcements from provincial governments showed up in Tinders swipe screen.
Grindr told usersRight Now can waitto disrupt the usual emphasis on quick hookups.
Addressing loneliness and isolation
Dating apps also tried to foster community-building and address feelings of isolation or fear.
On social media, dating app companies promoted self-care.
Making virtual dating the new normal
Several appscreatedorunlockedfeatures to facilitate virtual dating.
Match, Bumble, Hinge, Jackd and Plenty of Fish offeredfreevideoservices.
Company blogs and social media accounts provided ideas for virtual dates.
Fromvirtual museum toursto ordering UberEats for each other andsharing a meal over FaceTime.
They also offered advice ranging from what to wear to how toadjust the lighting for a video date.
Dating app companies focused their efforts to convince people that virtual dating had its benefits.
Depending on the app, keeping things online was seen as socially responsible, romantic or evensexy.
Should dating apps be taking care of us?
Dating apps can be important tools for establishing relationships in times of crisis.
As for-profit corporations, should dating apps be taking care of us?
Should they act as health authorities?
If so, can their one-on-one matching features truly establish spaces for community-building?
And do these companies possess the will and resources required to sustain communities over time?
Apps are ready to get their users meeting in person again.
Tinder recently gave awayhundreds of free mail-in COVID test kits.
Each kit included a pair of tests: one for the individual and one for their Tinder match.
