The landing and integration of interaction.
Editor’s note: This article is from WeChat public number “East-Western Entertainment” (ID: EW-Entertainment)< /a>, author: Duan Su Ge ZoeDuan, Editor: Fat Daxi PandaXi.
The pursuit of original content has gradually moved from the category of consumer goods to technology, retail and other fields. A key reason is that when the consumer users alternate between generations, the Z generation has a typical depth perception feature for the acceptance of communication.
At the moment, this kind of depth-sensing feature is being further strengthened as the form of interactive content continues to advance and the interactive technology is constantly being upgraded, which is for technology companies and retail companies. It is undoubtedly good news.
Because it’s essential to follow product-oriented, traffic-oriented technology companies and retail companies, it’s not realistic to rely solely on script-oriented original content for marketing (cost is still a big hindrance), if you can The combination of content and user characteristics, as well as the use and interaction of their own products, is clearly a more sensible choice.
From this perspective, the existence of the interaction mechanism, or the existence of this logic, may drive the original content to be more vibrant and dynamic.
This article focuses on Tinder. Tinder, also known as the overseas version of Momo, in early October, Tinder launched the original interactive series of “self-selected endings” style. On the one hand, this is the first time Tinder appeared as a content producer and publisher. Tinder The parent company MatchGroup is also seeking to dig deeper into the original content; on the other hand, through the analysis of the original interactive drama below, it can be seen that the combination of Tinder’s interactive logic and its own products is quite typical.
Considering the re-interaction properties of Tinder as a dating software, the observation of its original interactive content has become a reference. Of course, this article also sorts out Tinder’s thinking about the Z generation, because Tinder’s choice of interactive content is an important reason for his understanding of the Z generation.
In addition, we have also paid attention to Tinder before, and if you want to know more about this article, you can click the link below. Previous study” sliding pairing “Tinder and” date Empire “MatchGroup
Tinder Stranger Online Social Application Part Data
Tinder in 190 countries / regions access, and support for 40 languages, Tinder 57 million users worldwide, 4.1 million users Tinder paying members, chose TinderPlus and TinderGold enjoy excellent service. TinderGold’s monthly fee is $15, which provides more features, accounting for more than 70% of the number of member users. Tinder is available in 190 countries and supports 40 languages.
How does Tinder do interactive content: is a drama, but a friend filter
This first six-episode first-person (POV) vertical screen interactive series called “SwipeNight” (Sliding Night), with the background of “catastrophe”, is positioned as “the original mobile adventure created specifically for the sliding function.” experience “, tells the story of a regular high-speed meteor flying Earth.
The protagonist must decide how to spend the last three hours of his life and ask “who will you spend the last night of this life with friends”, users can use Tinder’s iconic “left and right sliding “In the 7-second time limit, the story is chosen independently. The problem has repeatedly created the “moral dilemma” option. Users can promote the development of the story according to their own preferences. The selection itself is also a preference test. At the end of the experience, the results will be on the Tinder user page. The information bar is reflected, and the user will match a group of people according to their choice.
The source said that the six episodes lasted more than two hours (an average of less than 20 minutes per episode), currently limited to US users, using the weekly and weekly forms, Tinder on the Sunday night from 6 pm to early morning Users will see the episode.
“SwipeNight” was directed by the new generation of female director Karena Evans, who was popular with young people. It began shooting at the end of August, after Evans participated as a well-known rapper Drake Royal MV director. Directed music videos of popular singles such as Drake “InMyFeelings” and “God’sPlan”.
The 23-year-old Z-generation director Evans won the “10th Annual Video Director” award for the 2019 Black Entertainment Television Award. Based on his deep understanding of the younger generation, Evans expressed his thoughts on the content: “This is not just It is entertainment. It is to have a deeper dialogue with the Z generation. What our generation is eager for is a deeper connection… I am looking for projects that influence, change and even shape culture. SwipeNight is the first. Works, I hope it will become a breakthrough moment for culture.”
In addition to Evans, the editors of SwipeNight have also created experience for popular content in the Z generation, including Nicke Delany, who is a producer of Netflix’s young adult comedy anime “Big Mouth”. Brandon Zuck, the screenwriter of FacebookWatch’s original series “Five Degrees of Truth.”
SwipeNight has a budget of more than $5 million. It is completely shot with location. The selected actors are up-and-coming stars. The advertising company “72andSunny” is the production team of the series. Last year, Tinder was the advertisement of the past cooperation. Company executive Jenny• Jenny Campbell is appointed Chief Marketing Officer of Tinder.
As a new way for Tinder users to find matching, the SwipeNight interactive drama creates a common experience for unfamiliar users who don’t overlap in the life circle, and also creates a topic for follow-up friends, although the show will first The Tinder app is online, but the producer is considering broadcasting it on other streaming media or traditional platforms later.
Ravi Mehta, the chief product officer who joined Tinder in June, said that SwipeNight is the first interactive video stream from Tinder. What’s more important than technological innovation is that it provides a new way to start conversations with content. Mehta was the product director of Facebook and has been involved in the release of the Facebook short video app Lasso.
“Tinder has more than half of its users for Generation Z (18-25 years old), and we hope to meet this changing crowd. We know that Generation Z likes to chat around content, so we created this interactive experience. Friendship is communication and dialogue, and SwipeNight takes communication to a whole new level. We hope that this content-based experience will inspire fresh and interesting conversations,” Mehta said.
An insider who is close to the project said that Tinder intends to create an algorithm based on how users make decisions in the TV series and then match them to their love objects based on those choices. The unique view of Tinder users on how a group of characters should spend on the eve of the end of the world will allow them to find other people with similar ideas.
Tinder’s original content of interactive content:catching the Z generation
For Tinder, the development of original interactive video content is driven by both internal and external factors.
Inside, as Tinder parent company MatchGroup acquired Hinge based on real-life relationship online dating products this year, synchronously arranged multi-category dating products (as shown in the following table), product age and regional subdivision deepened, and promoted Tinder users to focus more Young people in the age of 20, however, according to the analysis company SimilarWebAccording to the data, compared with the first eight months of the same period in 2018, Tinder’s daily user opening rate dropped from 28% to 22.1%, and the number of daily opening times decreased by 10.8%.
Z generation users account for half of the total number of platform users, so how to attract Z generation users becomes very important.
The consideration of this directly prompted Tinder to set up the “Z Team” (TheZTeam) in 2018. As a team within the company specializing in the research and understanding of the Z generation. In the Z-series, the Z team started through the layers (colleges), active areas, active periods (festive/scheduled), and content consumption.
Developing interactive video content to reach the target audience of Generation Z is a way for Tinder to consolidate key data and sustain growth.
So far, the new functions of the Z team include the campus version of TinderU and the “festival mode” to help users make friends during the summer festival’s major music festivals and spring breaks, and also hatched this time. SwipeNight.
For the SwipeNight project, the mission of the Z team is to create interesting experiences and break the gap between users in a meaningful way, while in the eyes of the Z team, the “doomsday” The theme will resonate with younger audiences, because in the eyes of many young people, they are growing up in a world of collapse.
When referring to the Z generation, Tinder’s chief product officer, Mehta, said that the Z-generation social entertainment application experience is very fragmented. “The Z generation spends a lot of time on entertainment. YouTube, Instagram, Snapchat… also spent a lot of time talking about this kind of online entertainment. This is also the original intention of SwipeNight. We are thinking about how to create a really interesting one. A content-centric, interactive entertainment experience that helps users get to know and help users come up with really interesting topics.” Mehta said.
Chief Product Officer Mehta shared the thinking of the core users of Generation Z: “Tinder used to make the process of meeting more visual and more exploratory, opening the door to online dating for a whole new generation of people. But that was seven years ago. “SwipeNight” really focuses on the development direction of the Z generation, that is, how they interact with each other in the entire social environment and happenChange, how do we draw inspiration from these changes to create something that truly fits the Z-generation culture, and consider how to use online media based on their perspective?
Tinder’s original external content:Differential competition
MatchGroup’s second quarter earnings report shows that Tinder’s average number of users reached 5.2 million; the related member service TinderGold’s monthly fee is $15, providing more features, accounting for more than 70% of its users.
There is data that the expanding online dating market is expected to be worth $12 billion next year, although Tinder is more specific than other platforms, but with Facebook’s online dating dating (online dating service Dating), and other social The possibility of platform follow-up, even if these platforms do not explicitly indicate that they want to enter the online dating track, there is no guarantee that users will not find like-minded partners from the platform of Vibrato or Twitch.
At present, “SwipeNight” seems to be the 7-year online dating application of Tinder, further enhancing its own characteristics and continuing to interact with users. After all, compared with other applications of the company, Tinder still performs relatively well. It is still the preferred dating application for the Z generation on the market, and it is also the best time for the company to start expanding into new business.
It’s not yet clear whether Tinder will provide a final version of the story, or find a partner that supports user-controlled story options, such as Netflix, which already has the ability to implement interactive content platforms.
This is not Tinder’s first attempt at original content. Last October, Tinder launched a lifestyle website called “SwipeLife” (pictured above), which published original articles related to dating men and women. video. Including “8 pairs of friends suddenly put the reason for the pigeons”, “Why should you meet with the matching friends as soon as possible” and so on.
The cover image is from pexels