Match: Facebook dating service has no impact on Match paid membership growth

In September 2019, Facebook officially announced the launch of Facebook Dating in the United States. Users over the age of 18 can create a self-introduction page in addition to their personal Facebook profile, and use these profiles to find dating partners from friends or friends of friends. This feature also supports dating outside the user's current network of contacts, and the system automatically matches dating partners based on the user's preferences.

This feature can separate users from their current network of contacts. If the user sets "not to look at common friends" when initially using it, the people matched by the system will not have any common friends with you. Facebook calls this "another level of protection" for users.

Facebook Dating also has a secret crush feature, which allows users to express their love for up to nine Facebook or Instagram users. Only when two users click "like" on each other's secret crush will the system send a notification to both parties. Like Facebook's social features, Facebook Dating is free to users, but does not include online advertising or in-app purchases.

Currently, Facebook Dating is available in more than 20 countries and regions, including the United States, Brazil, Canada, Chile, Colombia, Ecuador, Guyana, Laos, Malaysia, Mexico, Paraguay, Peru, the Philippines, Singapore, Suriname, Thailand, Uruguay and Vietnam. The spokesperson revealed that the service will be launched in the European market early next year.

Facebook's entry into the dating field once caused the market to worry about the prospects of Match, a giant in the dating field. However, according to data disclosed by Match, in countries where Facebook launched dating services, the number of paying users of Match and its Tinder products continued to grow rapidly, without fear of the impact of Facebook's dating services.

The reasons why Facebook Dating cannot shake Match are: (1) The market demand for singles dating is huge, and no product can meet the demand well. Users are accustomed to using multiple products, and Facebook dating only adds a potential option; (2) Although Facebook has a large user base and comprehensive user information, which helps to help users match, the knowledge of user information itself is a double-edged sword. Users may not seek help from Facebook to solve their dating problems; (3) Match's multi-product matrix continues to innovate. As a company that has been rooted in the field of marriage and dating for a long time, Match is well aware of user needs and uses the strategy of the APP factory to meet the dating needs of different users with different products.