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Dating app success used to hinge on slick algorithms and eye-catching ads. But for Hinge, now led by President and CMO Jackie Jantos, the formula is shifting—toward collaboration, community, and cultural co-creation.
At Cannes Lions 2025, Jantos introduced a bold new mindset: build with users, not just for them. This shift reflects a growing recognition that true connection demands close listening, genuine empathy, and user-led innovation.
🤝 Co-Creation at the Core
Jantos emphasized that Hinge has placed real power in its users’ hands—integrating their feedback into product design and marketing campaigns. By valuing user voices, the platform ensures each update feels personal, relevant, and trustworthy.
This participatory model rewrites the old script: instead of pushing features top-down, Hinge lets users shape what comes next. It’s not just being heard—it’s being involved.
🌍 Building Trust and Authenticity
In a landscape overflowing with dating platforms, trust is the currency that truly counts. Jantos pointed out that authenticity—not flashy ads—is what keeps users coming back. By inviting real people into the creative process, Hinge builds credibility and emotional resonance on both sides of the keyhole .
When users feel seen and involved, marketing transcends the transactional—it becomes relational.
🎨 Aligning Marketing and Product
The “with, not for” philosophy doesn’t end at product development—it extends into brand storytelling. Hinge’s marketing team now champions campaigns rooted in genuine user stories, co-developed with the people who live them everyday. It’s a powerful blend of narrative, authenticity, and community empowerment .
This strategy underlines the idea that the best messaging doesn’t speak at users—it listens to them.
🔥 Standing Out in a Crowded Market
As competition heats up, authenticity becomes Hinge’s differentiator. Their user-inclusive process at Cannes Lions illustrates a bigger truth: in spaces overcrowded with options, those who lean into empathy, meaningful engagement, and user trust will thrive.
Hinge has set a new tone in dating: this isn't about swipes—it’s about shared journeys.
🌱 Long-Term Impact: A Blueprint for Connection
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Community-built innovation
Features evolve from communal insight, fostering better retention and emotional investment. -
Marketing with purpose
Campaigns that reflect real user voices feel more compelling, credible, and culturally resonant. -
Future-ready branding
Focusing on trust and emotional resonance builds long-lasting loyalty beyond fleeting trends.
With user-driven growth at its core, Hinge is charting a path toward relevance and resonance.
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