DEAR DR. NERDLOVE: I recently purchased your book on online dating, and it’s been great- but it also reminded me of a huge shift that happened in the online dating world over the last few years, namely, the desolation of OKCupid. What happened to OKCupid? Why did it become a crappier, yet more expensive version of Tinder? Are there any competitors that provide the same or similar experience as OKCupid of old? Do you have any interest in creating a platform that does what OKCupid no longer does? Dating is hard enough as is- being forced SOLELY onto swiping platforms is a nightmare!
Swiper No Swiping
DEAR SWIPER NO SWIPING: Man, I’m glad you’re getting a lot out of “When It Clicks”, SNS, because that came out in 2015 – practically a geological epoch in online dating terms.
(But hey, I’m in the process of putting together a massive update – pretty much revising the whole thing – in the near future. Be sure to join the DNL mailing list to stay up to date with the latest news!)
Now to answer your question: Tinder happened. Match Group – which bought OKCupid in 2011 – created Tinder in 2012. By 2017, Tinder was the highest grossing dating app in the world. By 2020, Match Group owned over 25 dating apps, including Hinge, Plenty of Fish, Match and OKCupid, making them the proverbial 500 lb gorilla of dating apps – many of which are top-of-mind when it comes to online dating.
That ubiquity means that they can functionally dictate standards in look, feel and function for dating apps, simply by the sheer size and ubiquity. Think of it like controls in console gaming. At one point, different games within the same genre might have radically different control schemes. Over time, however, certain control schemes became the default – left thumbstick to move, right thumbstick to aim, right trigger shoots or is the accelerator, left trigger aims down the sights or hits the brake. This was, in no small part, because certain games (Call of Duty, Grand Theft Auto, Halo, etc.) were large enough and influential enough that they became the de facto standard, and folks expected similar mechanics in all games of the same genre.
So it is with dating apps. Tinder is the biggest player on the block; small wonder that everyone is trying to copy their homework and not even making the pretense of acting like they didn’t.
And to be perfectly honest: it’s not that much of a surprise. By simplifying the system to such a large extent, it makes using the app a somewhat mindless experience; you swipe right or left like you’re playing a game on your phone. That ups the amount of time people spend on the app. The more time they spend on the app, the more likely they are to pay for boosts or “gold” tier subscriptions that – theoretically – improve their odds of getting a match.
Of course, this occurs at the cost of, y’know, making online dating an actively worse experience but you can’t make an omelets without breaking a few eggs; any cook will tell you that.
Now are there other dating apps that replicate the look and feel of old OKCupid? Yeah… kind of. They’re just not, y’know… dating apps. If you’re like me, and I know I am, then you might remember that OKCupid had a lot going on besides the dating side of things. There were forums. There were quizzes. There was a community.
You know where all that is now? Instagram. Facebook. Mastodon, Hive, Discord, World of Warcraft, Final Fantasy XIV, Destiny 2 and more. Yes, I’m including MMOs on here; more people have gotten married because of World of Warcraft than all of OKCupid. Now, none of these are dating apps, sure… but dating is a matter of meeting people, connecting with them and building a relationship over time. You don’t want to roll into someone’s DMs on Instagram like you’re rolling up on them in the club but if friendships can be formed on IG, so can romances.
But what about dating apps specifically? Well… you may be SOL on that account; a lot of commercial software development plays “follow the leader” because it’s a hell of a lot less of an outlay than trying to reinvent the wheel. So an app that replicates the look and feel of OKCupid Classic like you remember may simply not exist (or have a significant userbase that makes it worth the effort). The swipe mechanic seems to be here to stay. At least until a bigger fish comes along and changes the dynamic and spawns a different system entirely.
All that being said: the only constant when it comes to apps and programs is change, and living in this world means learning to adapt to those changes. Trust me, I remember when websites were hand-coded and you had to submit your website to be manually indexed on Yahoo, when you needed to buy “stamps” to message people on dating apps and online dating was a thing only losers did. OKCupid may have been awesome in its time… but sadly that time has passed and we ultimately just have to roll with it.
The key is to remember that the mechanic of an app is less important than the end-goal: to get dates. In person. Matching isn’t the ultimate goal, any more than saying “hi” to someone at a bar is; it’s the start of the interaction. The method by which you first connect with someone is far less important than what you do after.
Good luck.
Please send your questions to Dr. NerdLove at his website (www.doctornerdlove.com/contact); or to his email, doc@doctornerdlove.com