Facebook just announced that they’re now opening up their dating application to everyone over the age of 18 in the United States, Canada, and Australia… and it’s expected to be available to everyone over the age of 18 worldwide by 2022.
With all of that being said, how do you feel about Facebook dating? Do you think it will be an incredible opportunity for singles or will it flop like so many other social media dates have in the past?
This article explores what opportunities could exist if Facebook can make this work, as well as exploring some challenges that are sure to arise along the way.
Introducing Dating Feature
In an effort to expand on their core user base and its revenue model, Facebook launched a dating feature as an addition to its platform.
The feature is designed with users from 15-30 years old in mind; most people using it would not have any children, which makes sense because it does not yet have family features.
SEE: How to Join Facebook dating 2022
Although seemingly late to jump into a crowded market for social dating apps, Facebook is expecting its audience reach of 2 billion monthly active users worldwide to help give them a leg up in launching their newest addition.
The dating service will be integrated directly into Facebook itself instead of being offered as a separate app that must be downloaded by users.
This integration allows anyone that uses Facebook regularly to easily access Tinder-like swipe features and choose potential matches based on mutual friends or interests.
How would People Use it?
Most social networks are traditionally used as a means to communicate with friends and family.
It’s often difficult to find a balance between staying in touch with your loved ones and connecting with people you might want to meet but don’t know personally.
Facebook is hoping it can deliver on both fronts by launching a dating service that allows users to meet potential partners while still having privacy options they’re accustomed to.
The only issue: Most early adopters of online dating services often have negative associations.
Power of Exposure
The sheer size of Facebook means your dating profile is likely to be seen by a large number of potential dates, much more than with most other social media sites.
And, unlike many other social media sites, you’re not limited to just one photo: Your best photo gets prime real estate at the top of your profile (even above text), which gives that shot a big advantage in terms of how many times it will be viewed.
But don’t stop there; now’s also a good time to think about what you put in your bio section. Just as important as your picture is how you sell yourself in two short sentences!
A Standalone App vs. a Part of Core Facebook App
Facebook is currently testing a standalone dating app in countries like Colombia, Indonesia, Ireland, and Poland. Because of its size (2 billion users!), it would be pretty much impossible for Facebook to launch an entirely new social network with all of its features as a stand alone app.
On top of that, many people are sceptical about whether or not Facebook can compete with products like Tinder and Bumble.
Will it be free to use?
To begin with, Facebook’s dating service will not be free. Most paid subscription services include access to exclusive members only features and dates.
Therefore, if you want access to special features on Facebook’s dating service or to arrange a date with another member, then you will have to pay a monthly fee.
Given that most of Facebook’s revenue comes from advertising and not users fees, it is unlikely that they will make all of their services free in an attempt to appeal to users.
However, it is quite possible that they may open up some features for free such as: instant messaging, friendship matching and photo sharing so as not to alienate all of their user base who don’t wish to subscribe.
Privacy Issues
Facebook is continually testing new features, as well as constantly updating old ones. As they update their platform, it’s difficult to know what will stay and what will go.
If a function doesn’t garner enough users or enough usage, Facebook may decide to remove it from its platform.
Due to Zuckerberg’s privacy concerns in 2018 and how quickly he acted on them, there are many individuals who are worried that Facebook may do something about its dating service.
Advertising Opportunities
A major drawback of Facebook’s current dating app is that it’s only available in a select few countries, but that won’t be an issue going forward.
The company will make its service more widely available, giving marketers plenty of opportunity to reach and influence Facebook users who are in relationships.
Brands can launch a marketing campaign around their new relationship (of any type) or encourage users to celebrate theirs.
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