'Our mission has always been one thing and one thing only and that's building the dating app that's designed to be deleted,' explained Roth. Roth says that another feature that differentiates Hinge is the fact it is 'the only dating app that asks people after they go on a date, how it went.' For this reason, it is able to provide stats that claim three out of four users are interested in going on a second date and such a service demonstrates what makes it essentially different to Tinder - it's a relationship app that wants people to go on good dates that end well. Right now, most downloads come from happy couples who encourage their friends to give the app a try.” There’s no better advertising than our user’s own success stories. Roth admitted that “people often ask how we stay in business if our goal is to lose customers.” But he explained that “It’s actually quite simple. If you run ads, then you need people to spend a lot of time on your platform so you can get ad impressions, and we’re trying to get you to spend less time in the app.” Hinge’s chief exec told The Drum back in April that the reason it doesn’t “use advertising… is because that would be pretty antithetical to the way that we work. While the app is free, Premium offers more advanced services through a tiered subscription model. While Hinge positions itself as an app that means to be deleted, this messaging contradicts its revenue model that depends on people subscribing to its premium option.

“We’re expanding our footprint and aggressively expanding around the world,” said Roth. It recognises that there is a major opportunity in bringing the app to new countries. This is the first time that Hinge will market itself outside of the US, running live in the UK, Canada, Australia and Northern Europe. And while Hingie seems happy to sacrifice itself for love, the couples are so engrossed in one another, they don’t even notice. In 12 playful scenes, every time singles hit it off, Hingie meets its demise - from burning in a campfire to being attacked by pigeons, and even getting crushed by a falling AC unit.

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