Betting high on original content, dating app Tinder will soon launch a television show. Sources familiar with the development told this to news agency Reuters while sharing a few other details about Tinder’s original content strategy. Tinder has finished shooting for a television series.
The source said creating new shows is a part of the brand’s larger strategy in the future. The brand wants to create an online platform for scripted video content although it is not sure when the series will be launched.
As mentioned by Reuters, the sources informed that the multi-episode series is centred round an ‘apocalyptic’ storyline and includes a relationship subplot but is not directly connected to Tinder’s core dating app business. It was filmed in Mexico City in late August.
In the past, Tinder had launched an online platform Swipe Life, where it published original content related to dating and relationships in various formats.
Last week, food delivery app Zomato also announced its foray into original content with the launch of 18 original shows on its app.
Creating original content helps in increasing engagement with consumers.
Earlier in April this year, the brand partnered with Buzzfeed to launch a six-episode web series GirlsFeed, related to woman issues. The series attempted to unpack the secret double lives of Indian women, how to meet new people in 2019 (given cultural constraints), how Bollywood sets unrealistic expectations, the male gaze, female friendship and the supposed inevitability of marriage.
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