In the lead-up to the April 2022 election in France, Tinder has paired up with NGO A voté to tackle the issue of high abstention rates among Gen Zers. The campaign features in-app ads that act as nudges, reminding users to register to vote. Will this inspire a new wave of voters to get politically active?
This isn’t the first time Tinder is encouraging activism. Indeed, the app has a history of being used politically – whether that was David Cameron hopping on in 2016 to encourage people to vote ‘remain’ during the Brexit referendum or more recently as the company encouraged UK and US users to flaunt their vaccination status as a move to boost vaccine uptake – even giving away free COVID-19 tests for daters to feel safe before IRL meetups.
And with Gen Zers putting their political beliefs front and centre on their dating profile, using Tinder to encourage voter registration is a clever strategy to get politically minded Gen Zers into voting booths.
By meeting young people where they are at and using playful language instead of shaming tactics, brands can connect with different demographics in the spaces that they are comfortable in - is the future of politics social media charged?
