Tinder's Troubled Marketing Department Turns to You (and Survey Monkey) for Answers

Tinder is cracking open their "Marketing 101" textbook this morning to find out who isn't using their newest feature.

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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-founderThey 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.

Additionally, Tinder is just not viewed as a serious relationship application. Question Thirteen hints to this, asking what users are looking for in Tinder. It is a very effective "hook up" application, but a far off step from its big brothers Match.com and OkCupid, which successfully monetizes their product. (All three dating applications are owned by IAC, as is HowAboutWe.) Match and OkCupid also offer many more options on which to monetize, such as "unlocking" premium account features. Before they pay top dollar (or any dollar), users need more than just swipes.

While any company needs to do customer research, this entire thing feels a bit... desperate. An obviously intern-created Survey Monkey, all to find out if a feature that just isn't being used can be monetized. 

This article is from the archive of our partner The Wire.