the rule that built Bumble is dead

@sammicohentalks

84.2K followers · usually 1.9K views a post

Views

29.8K

Likes

879

Comments

146

Shares

35

Promoted product

Bumble

Bumble has changed the way people date, create meaningful relationships & network with women making the first move. Meet new people & download Bumble.

2 videos2 creators

Why it worked

The video taps into a relatable pain point for many singles (exhaustion with dating apps) and offers a contrarian take on a popular app's business model, framing it as a potential shift in the industry.

Summary

Bumble has ditched its signature rule requiring women to make the first move, a change that comes as the company faces declining user numbers and revenue. This shift is contrasted with Hinge, which is experiencing growth with its "designed to be deleted" model, suggesting a broader trend in the dating app industry towards facilitating offline connections.

Free account

Transcript, structure and on-screen text

4 beats, a 341-word transcript and 83 lines of on-screen text — the parts you need to write your own version.

Original caption

Bumble just deleted the one rule it was built on. And one of the mainstream apps quietly growing while the others shrink? The one whose entire motto is “designed to be deleted.” The swipe apps that survive will be the ones brave enough to get you offline. Are we officially in the post-swipe era? 👇