Most people are familiar with Tinder, the location-based dating app, but there is another app that is gaining momentum called Bumble; it is the brainchild of CEO and Founder Whitney Wolfe, the former co-founder of Tinder. After severing ties with Tinder, Wolfe endeavored to create a dating app that would not only rival her perceived competitor but would also place women in the proverbial driver’s seat, when comes to choosing dating prospects. So, how is Bumble changing the dating experience for women? The app reverses gender roles; men are not able to initiate contact, instead, they must wait for the women to approach them. In addition, the site incorporates a photo verification system that is intended to assuage any concerns of false identity.
HOW WHITNEY WOLFE MARKETED BUMBLE
The Bumble app has been in existence for over two years and has grown in popularity due to an effective marketing strategy employed by Whitney Wolfe. According to an article in the New York Times, Wolfe took the app to college campuses with the intent of enticing women to sign up; Wolfe knew that if she could get enough women to sign up for the app, men would sign up as well. The strategy was a success, Bumble reportedly claims 800 million matches and an even more impressive 10 billion swipes each month. Furthermore, Bumble has been ranked second to Tinder when it comes to top grossing Apple downloads.
WHITNEY WOLFE FOCUSES ON INCLUSION
Bumble currently has a workforce comprised of 35 employees and is continuing to make strides when it comes to differentiating itself from Tinder. For example, the company recently added Bumble BFF,” which is predicated on establishing platonic friendships amongst women. In addition, Bumble is striving to become more inclusive with the roll out of “Chappy,” an app aimed at attracting the lesbian, gay, bisexual, and transgender community. To further drive traffic to Bumble, the company started a subway campaign in New York that encourages people to make the first move when it comes to dating and relationships, emphasizing a seize the day mentality. Bumble is definitely poised to shake up the dating world, and many people are taking notice.