Tinder is cracking open their "Marketing 101" textbook this morning, which is the sort of thing that happens when your chief marketing officer is suspended for possibly sexually harassing your co-founder. They sent a "very small group" of users a survey today, attempting to gauge exactly how their users are, or are not, using their app's newest feature: Moments.
Moments are essentially the "Story" feature from Snapchat integrated into your Tinder user profile. Moments are ephemeral: They disappear within 24 hours, and just like Snapchats, you can drawn on them and use filters. Tinder CEO Sean Rad believes they will "solidify that Tinder is not just about dating." That is, if anyone is using them.
Here's the email Tinder sent:
And here's the survey:
Question Number Eight is the most telling: "I would match with my friends also using Tinder for the purpose of chatting and sharing moments with them." Right now, Tinder is desperately trying to find a way to effectively monetize their product. Considering how highly WhatsApp and Snapchat were valued, chatting with friends is a logical trajectory to follow for profit.
However, Moments, which Tinder clearly hopes will be a major part of the chat experience, is not a heavily used feature. From a quick poll of Tinder users, only one out of twenty regularly used Moments. Half had not heard of it.