The world of online dating is about to change dramatically. The dating service will soon appear “at a distance” of one-touch with 2.2 billion Facebook users and most will no longer need a separate third-party application.
In September 2019, Facebook launched the United States dating service called Facebook Dating. In Europe, it will launch in early 2020. Not much time is left until all the world starts using the new FB product.
What kind of service is this? Why does Facebook launch it five years after Tinder, Hinge, and OkCupid? What are the benefits of a social network and what are the prospects? Will you now be closer to dating your best friend, or the app does not differ much from other apps for meeting people? We will try to find out.
Why is the profit for Facebook
245 million Americans are on Facebook. At the same time, Tinder in the USA, the largest dating application on the American market, has about 5 million users (57 million users in the world in total).
Theoretically, given that so many people use Facebook, a social network could benefit from this population. If everyone signed up for the Dating service, then this would be the largest dating site that has ever existed.
How Facebook Dating works
The motive for Facebook to enter the online dating services market is obvious – it’s money. Analysts expect that by the end of 2020, the turnover of dating applications will reach $12 billion.
Tinder’s adware, premium accounts, and other paid features bring in the big share of its parent company, Match Group. For the second quarter of 2019 alone, the income of the American Internet company Match Group, which owns such online dating services as Tinder, Hinge, Plenty of Fish, Match.com, and OkCupid, amounted to $498 million.
An additional motive is the fact that teens and millennials massively leave Facebook. While the vast majority of Americans under 65 still have Facebook accounts, 44% of users between the ages of 18 and 29 removed the app from their phones in 2018.
Meanwhile, Facebook Dating gives users the advantage of no need to download another dating application. The service is free, contains no ads, and, as the company assures, it will never contain. All of this will play a crucial role in bringing users back to the Facebook ecosystem.
And of course, the social network follows a trend that speaks of the growing popularity of online dating. The editors of the Weddings section of the New York Times regularly check the names of famous people on Tinder. Presidential candidate Pete Buttigieg met his husband through Hinge.
The latest data from the Pew Research Center for 2016 showed that 22% of Americans aged 25 to 34 years and 27% of Americans aged 18 to 24, met online. 80% of the people who did this said that dating online is a good way to meet someone. All these figures were significantly higher than those received by the Pew Research Center in 2013. We can safely assume that they are now even higher.
The frightening potential of a new service
Facebook is the world’s largest social network with 2.2 billion users. Facebook Dating Product Manager Nathan Sharp writes that the dating service will offer people “based on your preferences, interests, and other things you do on Facebook.”
This simple proposal actually hides titanic processes in scale and power. Now, among other things, they will also be focused on selecting the perfect couple for you.
Also, “based on your preferences, interests, and other things,” a social network forms a news feed for each user. To this end, in 2013, it took into account more than 100 thousand of the most diverse criteria, as Lars Backstrom, technical director for Facebook news ranking says.
How to Report on Facebook Dating in the USA
Despite the huge technological potential, financial resources, the Facebook Dating user base does not surprise spoiled American customers. Reviews about the service after a month of work are mostly neutral, indifferent, or even negative.
The Wall Street Journal columnist Ray Witte writes that “Facebook was late for a dating application party and had nothing to offer but reach the audience. With the launch of Facebook Dating, the social network seems to be betting on its 1.5 billion active daily users, instead of, say, radical innovation or the insightful use of their data.”
“In my opinion, as a five-year veteran of dating apps, who spent almost his entire adult life on dating apps, Facebook Dating is fine but no more. Except for enhanced protection against collisions with friends (so, you won’t be able to meet your best friend there; unfortunately, it actually does not offer anything significant that could not be found in any other dating application, “the journalist concludes.
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