Is the Facebook Dating App Right For You?

Let’s be honest. Facebook has always been a place where people secretly (or not so secretly) scope out their love interests. But now, your Facebook stalking can be done through a new app dedicated to matchmaking. And with all of the data that Facebook has on its users, one could assume that their future partner is just a few clicks away, right? That’s the idea that Facebook Dating is trying to sell. “Facebook Dating makes it easier to find love through what you like — helping you start meaningful relationships through things you have in common, like interests, events, and groups,” reads the first line of the Facebook Newsroom press release. 

How does the Facebook Dating App work?

Facebook dating works with the platform’s user data, connecting you to both Facebook and Instagram users who have opted-in. It gives users the ability to interact with other profiles in two ways: by liking a profile to let the other person know you’re interested, or by commenting directly on another person’s photo. The good news is that your Facebook Dating profile and your personal Facebook profile are completely separate, so you don’t have to worry about your private dating life being shared on your personal profile. Another cool feature is “secret crush,” which allows you to identify a person from your Facebook friends as someone you’re crushing on, but it won’t tell that person who has a secret crush on them unless they also mark you as a secret crush. This prevents any awkwardness with your personal friends list if they don’t share the sentiment. 

According to Mark Zuckerberg, “This is about building real, long-term relationships, not just hookups!” Facebook executives say that there are 200 million people on Facebook who identify as “single.” That’s a relatively small percentage of Facebook’s 2.2 billion total monthly users, but it’s an enormous potential audience for a dating service. As of now, Facebook has no plans to make money off of this dating app. It’s currently free and does not show ads within. 

That said, this is still a huge opportunity for Facebook to gain more personal information about its users. While they may not plan to show ads within the app, the information they gain will help Facebook know their user base even more intimately than they already do, which will surely influence their ability to deliver advertising to the Facebook platform as a whole. As a user, this may seem creepy, but as a business or marketer, it will be incredibly powerful.

Whether you think this new app is cool or creepy, it will most certainly become very popular. If you’d like to find out how Facebook can be a powerful tool for your business, contact us!