Facebook Dating goes to Tinder's assault

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By announcing its dating system called "Dating", Facebook is transformed into a network of meeting of 2.2 billion members. Meanwhile, Tinder is crying.

How to get out of a bad story? Bet on love pardi! At the annual Facebook conference called "F8", its founder and CEO Mark Zuckerberg created the (small) surprise by announcing the upcoming arrival of Dating, a dating service integrated into the social network. Little surprise, because we were talking last February of Discover People, a feature trial, which suggested that Facebook was taking the temperature for this kind of service.
Dating is a dating tool that comes face-to-face against Tinder ... what the stock market has understood: just after the announcement, the share price of the parent company of Tinder and OkCupid, Match Group, plunged further 20%.


The arrival of an "active" dating service is a bit of a return to Facebook's origins, whose popularity at launch was partly linked to the possibility of seeing so-and-so or so as "single" or " in a relationship with ". With the succession of scandals and the paroxysm of Cambridge Analytica, the status of Facebook with the general public was a little in "it's complicated" mode, even if the financial results are still good.

With 2.2 billion users, Facebook is the largest social network in the world and as the mining of data begins to become increasingly sensitive, it was logical that Facebook seeks to offer services possibly monetizable. Love dating (or not) is one, and Facebook share with an advantage over its competitors: almost everyone already has an account. Recruitment could therefore be faster ... if people trust.

And trust will be one of the keys to the success (or failure) of the new feature. Mark Zuckerberg has also painted a nice picture of the function that will take the form of a dedicated interface in the mobile application. This will be to "build real long-term relationships and not just one-night hits", the app will not connect you to people you are already friends with (to prevent Facebook from making you discover that your wife / husband is "open" without any doubt), the application "will be easily disabled", etc. Promises like Mark Zuckerberg have already made dozens and only those who believe in it.

Facebook Dating does not have a release date yet, but its arrival is strategic for the group to continue to grow.

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