Generation Z is abandoning dating apps and opting for a direct message on social networks. And Instagram intends to surf on these new practices.
The golden age of dating apps like Tinder is “over”. In any case, this is the conclusion drawn by Instagram, which intends to become the new dating platform for Generation Z (people born between 1997 and 2010).
While Tinder downloads fell by 5% in 2021, the social network therefore relies on this age group which no longer exchanges so much by SMS but communicates by messaging services like that of Instagram. “On Instagram, DMs and messaging continue to foster connection and conversation between friends and lovers,” says the company (subsidiary of Meta) in its trend file.
Dating apps, on the other hand, no longer appeal to this generation and Instagram predicts that in “2023, Gen Z plans to use platforms like Instagram for dating”. Its main argument is that messaging “provides more transparent, honest, and direct communication.” Yet a user can receive a message from anyone on Instagram, there is no first selection filter.
Instagram’s second argument is based on a survey that the social network conducted in October among 1,200 young Americans: “nearly half of Gen Z social network users answered ‘yes’ to the whether they would ever send a meme as a first message to a partner in a dating app”. Memes, these images that make the buzz and diverted in a parodic way. Far from the long texts and headaches of a first message.
Instagram neglected by Generation Z
Even more surprisingly, according to Instagram, Generation Z places great importance on astrology. “Nearly half of Gen Z social media users answered ‘no’ when asked if they would date someone whose star sign is incompatible.”
Yet wouldn’t Instagram be the wrong target as Generation Z abandons the social network for TikTok? wondersThe Atlantic? A recent investigation by Piper Sandler revealed that of 14,500 teens surveyed in 47 US states, only 20% chose Instagram as their favorite platform (TikTok came first, followed by Snapchat).
“The relationship of Generation Z with Instagram is very similar to the relationship of millennials with Facebook”, analysis for The Atlantic Casey Lewis, youth culture consultant. And this loss of new young subscribers arouses fear in Instagram teams, according to the New York Times. The application therefore makes resolutions for this year 2023 and tries to renew itself.
