*To be clear, this post is not intended to make over-the-top generalizations about women, suggest what all people want in a dating app, or to be misogynist. This is simply a response to how a millennial views culture and what culture has told us from past centuries. In other words… these opinions are not representative of all opinions*
If you haven’t heard by now, there’s this dating app out called “Bumble” founded by an ousted employee of Tinder. Bumble is a replica of Tinder with a twist: After a match is made, women have to reach out first and within 24 hours or the match is cancelled. Here is why Bumble will never take off like Tinder did.
Women don’t like making the first move.
Women (especially millennial women) suck at starting conversations because they’re not culturally adapt to doing so. This isn’t a biased opinion, it’s the honest truth – women shy away from being the initiators because they want to be pursued.
Initiating is scary! Initiating means putting your feelings on the line and risking rejection and sometimes even ridicule – something no HUMAN wants.
Can this be fixed?
If the women’s movement over the course of the next few decades continues to undergo changes as it has, sure. However, as it currently stands, women view the first move as a man’s responsibility.
Culturally speaking, it’s been pounded into a women’s mind at a young age that if they do initiate the first move, they will automatically appear needy and/or desperate – something no women and certainly no guy wants.
On the flip side, 95 percent of guys know one thing to be true, and that is reality goes as follows: Initiate or nothing happens.
How did this happen?
By women being able to make out just fine without being the initiators for centuries. The dating-script has always been (and will likely always be) in the women’s favor; sit back and let men step up to the plate.
Therefore, Bumble going against the natural flow of the dating-script by pressuring women to spark a relationship is not natural at all. In fact, any dating app that goes against this set dating-script (none other than Bumble have) is destined to fail. Women aren’t suddenly going to start initiating the first move because a dating app came out telling them to do so.
Men need to chase. It’s human nature.
Plain and simple, men crave the challenge of “earning” the interest of a woman, whether it be through their rehearsed sales pitch from age 14 or by trial and error.
Men would like having women come on to them but as stated earlier, for the 95 percent of men, the reality on the ground stands: Initiate or nothing happens.
What happens when a women does initiate?
Society has created an atmosphere where if a women is initially aggressive with a man, she is automatically placed in the “not attractive enough” category with other women unable to draw men in (which is why so few women initiate relationships).
Hence, when a really attractive woman does do it, a man’s only option is to naturally wonder what the hell she’s trying to sell. Sort of like in this video clip of Joey and Rachel from Season 7 episode 2 of Friend’s:
Bumble has already exercised many marketing strategies.
Lets step away from how the natural flow of dating has been scripted from past centuries, and look into the fiscal realities of Bumble and their target user base.
Exactly one year into Bumble’s official launch, the app isn’t even regarded as a top 10 dating app despite numerous (and certainly costly) marketing strategies to engage its targeted 18-27 millennial user base.
One can only assume that since everyone and their mother Snapchats everything from the moment they wake up to the moment they pass out, that running sponsored Snapchat filter campaigns was supposed to do the app wonders.
Whether that has or has not done the app wonders, I’m yet to see any of my friends on Snapchat use Bumble’s sponsored filter in a Snapchat story or even ask questions about what that filter is even about. It’s kind of just there.
It doesn’t take a Ph.D in marketing to see that if Bumble’s Snapchat strategy didn’t do wonders for the app, nothing else will come close (except for maybe starting to PAY people to download and try the app or directly advertising on already established platforms like Tinder, Grindr, Hinge, Match etc) which likely won’t happen.
In a recent interview with Varney & Co, Whitney Wolfe, Bumble’s founder, stated that the app has one million active users. To put that into prospective, as of late 2014, Tinder has an estimated 50 million people using it’s platform every month while Match has 23.5 million. Sadly, in a world of come-and-go start-ups, basing an entire app on something as counterintuitive as women sparking relationships is like being a seal in a shark tank.
From concept to design, Bumble is a complete rip-off of already established Tinder.
There’s not much more to say about this.
Whether Whitney Wolfe’s decision to replicate Tinder’s platform was done out of spite for being ousted by the company, or to chase down one of the biggest app’s not only in the dating niche but in world down is unclear.
Let’s take back that statement on Bumble needing to directly advertise on Tinder to increase it’s user base as that certainly won’t be happening.
Weak competitive advantages always fail.
Bumble’s business model revolves around the idea of “empowering women” in online dating to prevent unwanted spam.
Newsflash…all dating sites are powered by women. Would dating apps even exist without women on them? C’mon.
Bumble’s selling point is that it can cut down on spam by only allowing women to message men first. Ahh because only men are creepy in the online dating space… Regardless, how exactly are women supposed to predict based on a man’s picture and a sentence or two if he is going to spam them or not after she swipes right? They can’t. Plus, only allowing women to message first isn’t even solving the spam problem, it’s just taking a detour around it that inevitably ends up at the same place as Tinder.
If women are tired of spam, why do they say “yes” in the first place? Lets also not forget that it takes less than one second to “unmatch” or block someone on Tinder. Problem solved.
All in all, it seems like Bumble is beat to market by a landslide.