Скачать или смотреть The One Strategy That Made Tinder a $20 Billion Company

When Tinder launched in 2012, online dating had a terrible reputation — creepy DMs, fake profiles, and serious safety concerns.
Instead of burning money on ads, Tinder used a brilliant on-ground growth strategy that completely changed the game.

Co-founder Whitney Wolfe Herd understood one simple truth:
A dating app only works when both sides are active — but one side matters more at the start.

So Tinder went campus by campus, onboarding women first.
They pitched Tinder as a safe, controlled platform:
• Swipe right if you like someone
• Swipe left if you don’t
• No match = no messages

For women, this was a huge relief.

Once enough women were on the app, Whitney walked into men’s college houses, opened her phone, and said:
“Look at all these girls already on Tinder.”
Nothing else needed to be said.

That’s when the network effect kicked in.

Today, Tinder:
• Is valued at ~$17–20 billion
• Generated $1.94 billion in revenue in 2024
• Holds ~31.4% of the global dating market

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