Can a Female Empowerment App Go Global?

Little did you know, Tinder is becoming a dated app. Not date app but dated. Now there are more specific dating apps to connect individuals more based on interests. There is The League whose name sounds exclusive, alluring to those who think they don’t need a dating app. There is Grindr for those of the LGBTQ community looking for a partner. But there’s also Bumble, Tinder’s fraternal twin, where the women are the only ones allowed to make the first move.

Bumble, created by three former Tinder employees, describes their app in four simple steps:

1. Two people like each other and it’s a connection.
2.The girl has to make the first move by starting a chat within 24 hours of the match.
3. If she doesn’t chat, the connection disappears forever.
4. But… guys can extend ONE match per day for an extra 24 hours.”

With ease and empowerment as the major selling points for the app, the young United States college demographic has become Bumble’s hive. With their beautiful Victoria Secret-esc “college interns” posting to social media to encourage guys to join the app, their live events on Snapchat, and a witty Instagram account, Bumble is growing on college campuses and in young cities like Austin, Texas. According to cofounder Whitney Wolfe, Bumble has maintained a balanced monthly active user distribution of 55% male and 45% female.

Screen Shot 2015-11-11 at 7.21.12 PM

(Bumble Instagram Account)

Even across the pond, Bumble has a strong presence in London as numerous of my US college friends have been matching, sparking conversation, and dating via Bumble.

As the app looks for ways to grow and increase revenue, can the app expand to areas of the world with strict gender roles like the Czech Republic, Slovakia, and the MENA nations? As apps like Facebook and Twitter have gone global and adapted to the needs of the given communities, I do not think Bumble can. Discussed thoroughly, many scholars believe that social networks are merely a reflection of physical society and with that being said, where society limits the power of women to the subservient role how could an app like Bumble take off?

Perhaps instead of looking to expand internationally, Bumble can look to Tinder and attempt to similarly expand its demographic within the UK and US as a dating app for middle-aged individuals. It could even be argued that middle aged single women are more empowered than the younger college girls thus making Bumble the perfect app for them to make the first move in the dating world.  So look out you may start seeing Bumble adds on after Days of Our Lives. 

By: Mackenzie Ritter

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One thought on “Can a Female Empowerment App Go Global?

  1. Mckenzie I really enjoyed your thoughts about bumble and i thought it was especially interesting to hear about why you think that bumble would not be able to expand to countries other than the United States and the United Kingdom. Personally i have never used the app so my perception is a little skewed on what the app may feel like when using it. however, I disagree slightly with your thoughts on it not expanding globally to countries like the Czech Republic. I believe that there is a global women’s empowerment going on that is not just limited to the United States and that a slight push of the app in countries like the Czech Republic may benefit this movement.

    Like

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