How Hinge Advertises on Meta

# Ad summary This Hinge ad features a man getting his face painted with purple stars. The ad copy states that Hinge is the dating app designed to be deleted. # Brand positioning Hinge is presented as a dating app that is designed to be deleted, implying that its purpose is to help users find meaningful connections that lead to lasting relationships. This positions Hinge against the norm of dating apps that encourage continuous use and endless swiping. The brand aims to occupy a space in the consumer's mind as a platform focused on genuine connections and successful matches, rather than superficial interactions. By promoting the idea of deletion, Hinge aligns with values of commitment and relationship-building, appealing to users seeking long-term partnerships. # Product Hinge is a dating app designed to help people find meaningful relationships that lead to deleting the app. The app is for people who are looking for a serious relationship and are tired of endless swiping on other dating apps. The ad addresses the purchase barrier of users being skeptical of dating apps and their ability to find a lasting relationship. # Visual style The ad has a casual, unfiltered aesthetic, resembling user-generated content. The lighting is soft and natural, creating a relaxed and approachable vibe. The focus is on the subject's face, with a shallow depth of field blurring the background. The overall style is simple and authentic, avoiding overly polished or staged imagery. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad shows a man getting his face painted with purple stars. This is included to convey a sense of playfulness and lightheartedness, suggesting that Hinge is a fun and enjoyable way to find a relationship. The audience is experiencing this from the brand's perspective, showcasing the app's unique and unconventional approach to dating. - The ad copy states that Hinge is the dating app designed to be deleted. This is included to reinforce the brand's positioning as a platform focused on genuine connections and successful matches. The audience is experiencing this from the brand's perspective, highlighting the app's commitment to helping users find lasting relationships.

# Ad summary Two young Black women sit side-by-side discussing their dating habits. One woman shares that when dating someone new, she has a three-month rule for the other person to commit to a relationship or she is done. # Brand positioning This ad does not explicitly communicate information about the dating app. It is implied that this app pushes against the norm of superficiality within the dating app culture and promotes a user-friendly app for people seeking long-term committed relationships. # Product The ad features a dating app called Hinge. The woman in the ad mentions she prefers it over other dating apps. It is implied that Hinge is for people looking for long-term serious commitment and it is not an app for superficial or 'unhinged' relationships. # Visual style The ad's overall aesthetic is trendy. The women are both wearing stylish clothing and have hairstyles that are popular in today's society. The editing style consists of quick cuts. The ad gives a UGC feel. The pacing is fast. The cuts are timed to the music. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 The women are sitting next to one another and one begins to talk about dating apps. - 00:00–00:05 She then explains that Hinge, unlike other dating apps, is meant to represent being "unhinged." This is told from the perspective of someone describing what they heard, which comes across as casual and relatable. - 00:05–00:13 The other woman says she used to be in many long-term situationships which were brutal, and she didn't know where the relationship was going. - 00:13–00:17 She wanted something serious and commitment, which she wasn't getting. This is told from the perspective of a customer looking back on past experience, and comes across as honest and vulnerable. - 00:17–00:27 The first woman then explains she had a three-month rule. If after three months, they are not going to be together, she is done. This is told from the perspective of someone offering advice based on personal experience, which comes across as confident. - 00:27–00:33 The second woman then mentions she made the first woman wait longer than three months to make things official. This adds a layer of humor, implying a twist on the "three-month rule."

# Ad summary This ad is presented as a user-generated content (UGC) style video where an individual shares snippets from their recent date. The ad highlights real-life moments from a recent date. # Brand positioning This ad does not explicitly promote a brand or its specific products. Rather, the ad functions as a relatable slice-of-life story, capturing genuine moments from a person's dating experience. # Product There are no products featured in this ad. # Visual style The ad has a raw, unfiltered visual style that mimics user-generated content. The editing style includes quick cuts between scenes, providing a fast-paced rhythm. The production quality has a scrappy, UGC feel, enhancing the authenticity of the ad. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The video starts with text overlay "update on the hinge date" along with the subject and friend dancing. - 00:02–00:04 00:02–00:04 The video then cuts to a selfie of the same person on a date with another person. - 00:04–00:07 00:04–00:07 The person then goes into Instagram messages where friends are reacting with love. - 00:07–00:09 00:07–00:09 the person sitting in a balcony smiling at the camera.

# Ad summary This ad features a young couple discussing the ups and downs of dating apps and online dating. They express a love-hate relationship with it, acknowledging the robotic nature but admitting they can't live without it. # Brand positioning The brand is presented as relatable and humorous, acknowledging the common frustrations and challenges of modern dating. It positions itself as a necessary evil in the dating world, a tool that people love to hate but can't live without, pushing against the idealization of online dating and embracing its imperfections. # Product The product is a dating app that is presented as a necessary tool for modern dating. It is implied the app has an on-and-off quality to it that can sometimes feel robotic, but the couple cannot live without it. The app aims to solve the challenges of the dating process, but this point is only clearly implied. # Visual style The ad features a casual, UGC-style aesthetic with natural lighting and minimal editing. Quick cuts are used between different scenes, creating a fast-paced rhythm. The production quality is simple, lending a relatable and authentic feel to the ad. The pacing is consistent throughout the video, with audio-visual sync maintained through the cuts. # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 A woman begins the ad explaining, in a casual tone, her relationship with online dating. - 00:03–00:07 A man replies to the woman in agreement, discussing his hate relationship with dating, particularly dating apps and online dating. - 00:07–00:10 The woman continues explaining how sometimes dating can feel robotic. - 00:10–00:15 The man continues the conversation, adding that they can't live without online dating. - 00:15–00:21 The woman concludes by emphasizing the on-and-off nature of their use of the app and ultimately states that it's worth it.

# Ad summary This ad features a man describing how he met his partner while using Hinge. He explains that he was initially anxious about being able to find someone who was into what he's into, but those anxieties went away once they matched on Hinge. He says it has been fun to introduce his partner to his world. # Brand positioning Hinge is presented as a dating app for finding people with shared interests, rather than just swiping through faces. The ad suggests Hinge aims to help people make genuine connections. The tone is casual and focuses on the user's experience and anxieties, rather than the app's features. # Product Hinge is presented as a dating app that enables people to find someone to date who is into the same things as they are. Hinge helps its users overcome the anxiety of putting themselves out there and hoping they'll be a good fit for someone else. The ad focuses on how Hinge can help people connect more authentically and find partners that really fit into their world. # Visual style The ad has a casual and lighthearted aesthetic. The shots are simple and the edit pacing is slow. The ad feels like a UGC testimonial due to its simple production quality. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 A man starts by saying that when he started seriously using Hinge to try and find someone to date, he was initially anxious. - 00:05–00:13 He elaborates that he was worried about whether the other person would be into what he's into, and if they would be able to be a part of his world. - 00:13–00:18 The man continues by saying that once they matched it was like fish and water, and all of his anxieties went away. - 00:18–00:24 The man concludes by saying it was fun to introduce CC to his world, and for CC to introduce him to theirs.

# Ad summary This image ad for Hinge features a couple kissing in a park-like setting with the tagline, 'The dating app designed to be deleted'. The ad conveys a message of finding meaningful connections that lead to lasting relationships through the use of an embrace as its primary imagery. # Brand positioning Hinge is presented as a dating app that sets itself apart by focusing on facilitating genuine, lasting relationships. The brand positions itself as the app 'designed to be deleted', suggesting that its ultimate goal is to help users find meaningful connections that lead to users deleting the app itself and moving on to be in a relationship. This positioning sets Hinge apart from other dating apps that may focus more on casual connections or ongoing engagement, with Hinge focused on creating a more results-oriented experience for users seeking long-term partnership. # Product Hinge is a dating app designed to help users find meaningful relationships and long-term partners. Its unique selling proposition is that it's 'designed to be deleted,' meaning its goal is to help users find someone special so they can stop using the app altogether. The ad emphasizes the outcome of finding a lasting relationship, suggesting the app is for people seeking deeper connections rather than casual flings. # Visual style The ad features a natural, lifestyle-oriented aesthetic. The outdoor setting suggests authenticity, and the image features soft, natural lighting. The composition of the shot, along with the people shown, aims for a friendly and relatable vibe. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad features a couple embracing and kissing in an outdoor setting to communicate that the brand helps people to form relationships offline. - The ad includes the text 'The dating app designed to be deleted' to further emphasize that the brand's ultimate goal is for users to find someone and no longer need the app.

# Ad summary This ad for Hinge uses an image of a woman in front of a window to imply that users of the app want to meet someone who also wants to get off dating apps. # Brand positioning Hinge is positioned as a dating app for people who want to get off dating apps and find real connections. The brand presents itself as an alternative to superficial dating apps by appealing to users seeking more meaningful relationships. The ad's message implies a desire for genuine connections and a departure from casual dating experiences, aligning with a more emotionally driven brand positioning. # Product Hinge is a dating application designed to help users find meaningful relationships. The ad suggests that it connects people who share a common goal of wanting to move beyond the endless cycle of dating apps and establish real-life connections. The product is implicitly aimed at individuals who are tired of superficial interactions and are looking for a more substantial and lasting relationship. # Visual style The ad has a natural, unfiltered look, resembling a casual selfie taken indoors with natural lighting. The composition is simple and straightforward, focusing on the subject's face and upper body, which enhances the personal and relatable feel. The overall impression is authentic and approachable, likely intended to appeal to users seeking genuine connections. # Hooks Headline: Meet someone that also wants to get off dating apps # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a woman taking a selfie in front of a window. This sets the tone by presenting the brand through the lens of a potential user, emphasizing authenticity and relatability, while focusing on what is important to the user. - The woman in the selfie introduces the core message: to meet someone who also wants to get off dating apps. This reinforces the idea that Hinge is the solution for those seeking genuine connections rather than endless swiping. By explicitly addressing this shared desire, the ad positions Hinge as a platform designed for users looking for more meaningful relationships.

# Ad summary This ad for Hinge uses an image of a couple holding hands over a dinner table to imply the possibility of finding a real connection through the app. The copy highlights the app's design for deletion, reinforcing the idea of finding a lasting relationship. # Brand positioning Hinge is positioned as a dating app focused on facilitating meaningful relationships that lead to users deleting the app, indicating a successful match. The brand appears to value genuine connections over superficial interactions, aiming to distinguish itself from other dating apps that encourage prolonged usage. # Product Hinge is a dating app designed to be deleted, implying its goal is to help users find lasting relationships rather than endless swiping. It positions itself as a platform where users can connect on a deeper level, leading to a successful and fulfilling partnership. The app is designed to foster connections that result in users leaving the dating scene altogether, suggesting a focus on quality over quantity in matches. # Visual style The image is a lifestyle shot with warm lighting, creating an intimate and inviting atmosphere. The color palette is soft and elegant, with a focus on golds and whites. The composition is from an elevated, slightly angled perspective, giving a glimpse into a romantic dinner setting. # Hooks Headline: None used # Benefits - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad showcases a couple holding hands at a dinner table, implying a successful connection made through Hinge. The intention is to visually represent the outcome of using the app—finding a meaningful, real-life relationship. This narrative is told from a brand perspective, illustrating the desired result for Hinge users. - The tagline at the bottom of the image says "Die Dating App, entwickelt, um gelöscht zu werden", meaning "The Dating App, designed to be deleted". This highlights the unique selling proposition (USP) that Hinge is designed for people to find love and no longer need the app. The message is conveyed from the brand's perspective, emphasizing its focus on creating lasting connections and successful relationships for its users.

# Ad summary This Hinge ad shows a couple kissing in an urban environment, while other people are around them, making a square with their arms and hands to frame the couple. The messaging focuses on Hinge being designed for long-term relationships. # Brand positioning Hinge positions itself as the dating app designed for people seeking meaningful, long-term relationships rather than casual flings. By promoting its app as 'designed to be deleted,' Hinge implies its success lies in helping users find lasting connections that lead to users leaving the app. This approach contrasts with other dating platforms that may prioritize user engagement and retention over successful pairings. # Product Hinge is a dating app designed to help users find lasting relationships that lead to deleting the app. The app aims to solve the problem of people wasting time on dating apps, and focuses on helping them find meaningful connections. # Visual style The ad has a lifestyle, documentary-style visual. It shows a real-life moment in a natural, outdoor setting. The image quality suggests it could have been shot on a smartphone, giving it a casual and authentic feel. # Hooks Headline: The dating app designed to be deleted # Call to action None used. # Point of view - [object Object] # Storyline - The ad features a couple kissing while framed by the arms and hands of other people who surround them. This moment conveys a sense of celebration and support around the couple's relationship, implying that Hinge leads to fulfilling connections. - The brand states, 'The dating app designed to be deleted,' emphasizing its unique goal of helping users find lasting relationships. This reinforces the idea that Hinge is different from other dating apps that prioritize user engagement over successful pairings.

# Ad summary This ad for Hinge features a close-up selfie of a young woman, with text overlay promoting the app as a way to meet people who also want to get off dating apps. # Brand positioning Hinge is presented as a dating app that distinguishes itself from competitors by focusing on helping users find meaningful connections that lead to getting off dating apps altogether. The brand positions itself as a solution for those who are tired of the endless swiping and superficial interactions often associated with other dating platforms. The ad's message suggests a more mature and intentional approach to dating, appealing to users seeking genuine relationships rather than casual encounters. The brand aligns with values of authenticity and commitment, contrasting with the perceived fleeting nature of some other dating apps. # Product Hinge is a dating app designed to help people find meaningful relationships and ultimately get off dating apps. The app is for individuals who are looking for more than just casual encounters and are seeking genuine connections. The ad highlights the unique selling proposition (USP) of Hinge, which is its focus on helping users find someone they connect with and leave the app. The ad addresses the frustration of being stuck in a cycle of endless swiping and superficial interactions on other dating apps, positioning Hinge as a solution for those seeking a more intentional and fulfilling dating experience. The ad suggests that Hinge is worth trying for those who are serious about finding a relationship and are ready to move beyond the limitations of typical dating apps. # Visual style The ad has a natural, unfiltered aesthetic, resembling a candid selfie taken in natural lighting. The image is bright and clean, with a focus on the woman's face. The overall style is simple and approachable, avoiding overly polished or staged elements. This creates a sense of authenticity and relatability, aligning with the brand's message of genuine connections. # Hooks Headline: Meet someone that also wants to get off dating apps # Benefits - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a close-up selfie of a young woman, creating a personal and relatable feel. This is intended to capture the viewer's attention and establish a connection with the potential user, from the customer's POV. - The Hinge logo is displayed prominently, immediately identifying the brand. This is intended to reinforce brand recognition and associate the image with the dating app, from the brand's POV. - The text overlay states, "Meet someone that also wants to get off dating apps," directly addressing a common frustration among online daters. This is intended to resonate with viewers who are tired of the endless cycle of dating apps and are looking for a more meaningful connection, from the brand's POV.

# Ad summary This image ad features two friends smiling while holding a black panther statue. The ad promotes the dating app Hinge. # Brand positioning Hinge is presented as a dating app designed to be deleted, which suggests a focus on creating meaningful connections rather than endless swiping. The brand aligns with the values of authenticity and intentionality, promoting a lifestyle where users find genuine relationships and no longer need the app. By emphasizing its unique goal of being deleted, Hinge pushes against the norms of other dating apps that prioritize user engagement and retention. This functional positioning highlights the app's efficiency in helping users find lasting connections. # Product Hinge is presented as a dating app designed to be deleted. This implies that the app's primary purpose is to help users find meaningful relationships that lead to its uninstallation, distinguishing it from other dating apps focused on maximizing user engagement. The app appears to be designed for individuals seeking genuine connections and long-term relationships. The USPs are its focus on quality matches and successful relationship outcomes. The ad addresses the common frustration of dating apps that keep users endlessly searching without finding a meaningful connection, promising a more efficient path to finding a partner. # Visual style The ad has a vibrant and candid visual style, resembling a snapshot taken in an outdoor flea market or antique store. The production quality appears casual, suggesting a user-generated content (UGC) aesthetic. The image treatment includes bright lighting and natural colors, which enhance the lively atmosphere. The typography is clean and modern, contrasting with the cluttered background. The overall style mimics platform-native content, making it scannable and attention-grabbing in a social media feed. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins with a vibrant and joyful scene of two friends enthusiastically posing with a panther statue. This opening captures the viewer's attention and establishes a tone of fun and excitement, drawing them into the visual narrative from the customer's perspective. - The inclusion of the Hinge logo and tagline reinforces the brand's core mission of being a dating app designed to be deleted. This emphasizes the app's unique focus on helping users find lasting connections, setting it apart from competitors from the brand's perspective. - The overall storyline conveys a message of optimism and successful relationship outcomes. The ad aims to inspire viewers to download Hinge, promising an effective and efficient path to finding a meaningful connection from the app user's point of view.

# Ad summary This ad is for Hinge, a dating app. It features couples in an outdoor setting, looking loving and holding each other. The overlay states "Is this your sign to try Hinge?" # Brand positioning Hinge is presented as a dating app that facilitates authentic connections and lasting relationships. The visual language of couples in romantic outdoor settings (fields at sunset) positions Hinge as an aid in creating real-life, intimate bonds beyond superficial digital interactions. It avoids any overt functional positioning or feature comparisons, and focuses instead on the emotional payoff of finding love and companionship. The visuals follow a trend of dating ads showing people being in nature. # Product Hinge is a mobile dating app designed to help users find meaningful relationships. The ad doesn't delve into specific features but implies that Hinge is for those seeking genuine connections rather than casual encounters. The ad does not highlight any particular USP other than what is implied. It doesn't address any specific barriers to purchase. The ad implies that by using Hinge, users can find real love, and can connect with people who may have the same values. # Visual style The ad has an overall aesthetic that is warm and inviting. The editing style is quick cuts and smooth transitions. The production quality is high, with a polished commercial feel. The visual motifs include outdoor settings, couples, and the Hinge logo. The pacing is consistent, with a relatively slow BPM. There is an audio-visual sync between the cuts and the music beats. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 The ad shows couples in an outdoor setting to encourage people to try the Hinge app. - 00:05–00:10 The ad shows couples in an outdoor setting to encourage people to try the Hinge app. - 00:10–00:15 The ad shows couples in an outdoor setting to encourage people to try the Hinge app. - 00:15–00:21 The ad shows couples in an outdoor setting to encourage people to try the Hinge app.

# Ad summary In the ad, a woman is getting ready for a date and feels she has put on too much makeup, so she adds Groucho glasses to hide her face. At the date, the man is wearing the same glasses, and they discover they have common interests, and he loves her for who she is. # Brand positioning Hinge is presented as a dating app that encourages users to be their true selves. The brand is positioning itself away from the pressure to conform to idealized standards, encouraging users to embrace their unique qualities and interests. This emotional brand positioning aims to create a more authentic and relatable experience for users, setting it apart from dating apps that prioritize superficial attributes or curated personas. # Product Hinge is a mobile dating application that connects users with potential partners based on shared interests and values. The ad showcases Hinge as a platform where users can find connections based on authenticity and shared passions. Rather than focusing on superficial traits, Hinge encourages users to be themselves, implying that genuine connections are more likely when individuals feel comfortable expressing their true identities. Hinge addresses the purchase barrier of fear of judgment by presenting its platform as a safe space to connect with someone. # Visual style The ad has a UGC style and appears to be filmed on a phone. It uses basic transitions between quick cuts to align with the audio and dialogue. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:06 A woman is getting ready for a Hinge date in her bathroom. - 00:01–00:06 She thinks she put on too much makeup and worries her date will think she's a clown. - 00:06–00:07 To hide her face, she puts on a purple coat and a pink beanie. - 00:08–00:14 Next, she puts on Groucho glasses and thinks that is better. - 00:15–00:19 At the date, she asks her date if he likes popular music, which he says he does. - 00:20–00:25 She then asks him if he likes popular movies, which he also says he does. - 00:26–00:32 She says she likes video games. - 00:32–00:38 The man says he does too, and she says she thought he would think the things she likes are dumb, like playing video games and picking her nose. - 00:38–00:45 The man takes off his glasses and pokes her nose, which makes her laugh. - 00:45–00:52 The text overlay 'Hinge: Don't be afraid to be yourself!' appears, and the woman asks him if he wants to go back to her place to play video games, which he says yes. - 00:53–01:00 As they poke each other's noses again, the man says, 'This is the real me. I love you.' And the woman says, 'I love you too.'

# Ad summary This ad is promoting two subjects' 'face reveal' on Hinge after matching on the app. The ad builds anticipation through intermittent updates, text messages, and general fun-loving expressions. # Brand positioning This ad seems to promote Hinge subtly by showcasing the success of the two subjects matching and forming a connection on the app. Hinge is positioning itself as a dating app where you can find genuine connections with someone. The ad promotes the tone of excitement and anticipation that dating on the app can bring. # Product The Hinge app is not explicitly shown but is implied as the starting point of the two subject's relationship. The ad builds anticipation around meeting someone on Hinge by showcasing the intermittent updates and build up around eventually meeting. # Visual style The ad has a 'day in the life' visual style and is compiled of short clips with quick cuts. It gives a UGC feel. The pacing is quick at around 350 BPM. The cuts are timed to music. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with two people standing in front of a building with overlay text showing 'Update on the Hinge Date.' This intends to establish a narrative arc for the viewer to follow and signals that this is an update from a prior video. - 00:01–00:02 00:01–00:02: A quick cut transition shows the two people with their arms around each other with graffiti in the background. The setting and expression shows a fun and youthful tone. - 00:02–00:03 00:02–00:03: The ad cuts to a split screen of each individual walking through a book store. This shows the viewer the subjects have similar interests and are on a date together. - 00:03–00:04 00:03–00:04: The ad transitions to a message thread with the text showing 'YES FINALLY FACE REVEAL' and 'FACE REVEAL CODEEEEEE.' The subject replies with 'that's my baby fr...' indicating this is a long awaited moment and that their relationship is serious. - 00:04–00:05 00:04–00:05: The ad shows the two subjects standing in front of a building smiling into the camera. The visual signifies that the two subjects are officially together. - 00:05–00:06 00:05–00:06: The ad shows the subjects hugging and laughing while looking into a mirror. This reinforces their connection while signaling this is the end of their journey. - 00:06–00:09 00:06–00:09: The ad shows a quick montage of the individuals walking. This montage intends to show viewers the subjects are official and happy with each other.

# Ad summary This image ad for Hinge features a young couple smiling at each other while sitting under a tree. The ad emphasizes the app's purpose of helping people find meaningful relationships that lead to deletion of the app. # Brand positioning Hinge is presented as a dating app designed for individuals seeking genuine, lasting relationships rather than casual encounters. The brand positions itself against the norms of fleeting connections often associated with other dating platforms. By emphasizing its purpose of being 'designed to be deleted,' Hinge suggests that its success is measured by users finding love and leaving the app, aligning with values of commitment and authenticity. The brand aims to occupy a space in the consumer's mind as a facilitator of meaningful connections, promoting a lifestyle where finding a partner leads to a fulfilling, off-app relationship. # Product Hinge is a dating app designed to help people find meaningful relationships. The app's unique selling proposition is that it is 'designed to be deleted,' meaning its goal is to help users find a partner and leave the app. This suggests that Hinge focuses on quality connections over quantity, aiming to facilitate relationships that lead to long-term commitment. The ad does not explicitly mention specific features or functionalities of the app, but it implies that the app is for individuals who are serious about finding a partner and are looking for a relationship that will last. # Visual style The ad has a soft and natural visual style, with a focus on creating a sense of intimacy and connection. The use of natural lighting and a relaxed outdoor setting contributes to the overall feeling of authenticity. The image is well-composed and visually appealing, with a clear focus on the couple and their interaction. The typography is clean and legible, with a simple and modern design. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a close-up shot of a smiling couple sitting under a tree, with the woman leaning affectionately on the man. This is included to convey a sense of intimacy and connection, showcasing the desired outcome of using the Hinge app. The audience experiences this moment from an external observer's perspective, witnessing the couple's happiness. - The Hinge logo and tagline 'The dating app designed to be deleted' are displayed at the bottom of the image. This is included to reinforce the brand's unique selling proposition and communicate its commitment to helping users find lasting relationships. The brand is telling this part of the story, emphasizing its purpose and values.

# Ad summary This image ad features a couple tending to plants on the floor of a warmly lit home. The Hinge app is positioned as a tool that helps users find meaningful connections, with the tagline "The Dating App, designed to be deleted." # Brand positioning Hinge aims to occupy the space of a dating app that's designed for people seeking genuine, lasting connections rather than casual flings. The brand aligns with values of authenticity and intention, suggesting a lifestyle of commitment and self-awareness. Hinge pushes against the norms of endless swiping and superficial interactions often associated with other dating apps, and implies that its goal is for users to find love and ultimately leave the app. The brand's positioning is both emotional (finding love) and functional (facilitating meaningful connections). # Product Hinge is a dating app that aims to connect people seeking meaningful relationships. It is presented as 'The Dating App, designed to be deleted,' implying that its purpose is to help users find love and leave the app. The ad targets individuals who are looking for more than just casual dating and are ready for a committed relationship. The app's USP is its focus on creating genuine connections that lead to long-term relationships. By aiming to be deleted, Hinge addresses the potential purchase barrier of users feeling stuck in endless cycles of dating without finding a true match. # Visual style The ad has a warm, natural visual aesthetic with a focus on the authenticity of a real-life couple in a comfortable setting. The production quality appears to be high, with good lighting and clear focus. The visual motif centers around the couple sharing a candid moment. There are no apparent filters or heavy image treatments. The overall style feels native to a social media in-feed environment, aiming for scannability and stop power through its relatable and intimate portrayal. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad shows a couple sitting on the floor, surrounded by soil and plants. The message being conveyed is that the dating app Hinge is designed for people who want to find love and 'be deleted' from the app once they find a meaningful connection. The audience experiences this from the brand's perspective.

# Ad summary This ad is a short video showcasing a couple lying in a field together. The ad is aimed towards advertising for Hinge, a dating app. # Brand positioning Hinge positions itself as the dating app designed for people who are looking for genuine connections that can lead to lasting relationships. The brand emphasizes that the app is more than just a platform for casual dating but also as a tool for finding meaningful partnerships. Hinge encourages users to present their authentic selves, move away from superficial connections, and aim for deeper compatibility. The brand aligns with values of sincerity, emotional intelligence, and relationship-oriented individuals. Hinge differentiates itself by pushing against norms of fleeting digital interactions often found in dating apps and instead facilitates finding something real. The brand aims to build a community of users who are serious about finding love and commitment. # Product Hinge is a mobile dating app designed to help users find meaningful relationships. The app works by allowing users to create detailed profiles that showcase personality and interests beyond just physical appearance. Hinge encourages users to share personal stories, answer prompts, and engage in conversations that reveal more about themselves. This setup is designed to facilitate deeper connections based on shared values, humor, and life goals. Users can 'like' specific parts of someone's profile, which prompts more personalized and engaging interactions compared to simple swiping. The app aims to reduce the superficiality often associated with dating apps by focusing on compatibility and genuine interaction, making it suitable for those seeking long-term partnerships. # Visual style The ad has a warm and inviting aesthetic, with a focus on natural lighting and authentic moments. The editing is smooth, with static shots that allow the focus to remain on the couple and the scenery. The production quality is high, with a clean and polished feel that is consistent with commercial content. The pacing is slow and steady, which creates a romantic and calm atmosphere. The overall visual style supports the message of finding a genuine connection and love on Hinge. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 A young couple is shown lying in a field together in the first shot. - 00:05–00:15 The visual shifts to a wider shot of the couple, still lying on a patterned blanket. - 00:15–00:21 The shot pans up to show the couple standing and holding hands in the field.

# Ad summary This ad features a creator explaining how she uses Hinge to meet people for spontaneous dates based on shared interests like surfing. # Brand positioning Hinge is positioned as a dating app that facilitates real-life connections based on shared interests, contrasting the superficiality often associated with dating apps. It is designed for people who value spontaneity and authentic interaction over endless small talk. The brand promotes an active lifestyle with activities like surfing and travel as central to its users' identities. Hinge differentiates itself from typical dating app culture by focusing on facilitating meaningful conversations and shared experiences. # Product Hinge is a dating app designed to connect users based on shared interests, facilitating more meaningful conversations and spontaneous real-life meetups. The app enables users to express their love for activities like travel and surfing, allowing potential matches to connect over these shared passions. The ad suggests Hinge is for individuals who dislike superficial small talk and prefer engaging in authentic, shared experiences. It addresses the barrier of shallow interactions common in dating apps by promoting deeper conversations based on mutual interests, positioning Hinge as a catalyst for fun, immediate plans. # Visual style The ad has a polished UGC style, with bright, natural lighting and a conversational tone that mirrors content created for social media. Quick cuts are used to transition between scenes. The overall feel is casual and relatable, aimed at appealing to users familiar with social media trends. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The creator introduces herself as someone who typically dislikes dating apps. - 00:03–00:05 She expresses her dislike for superficial small talk that leads nowhere, establishing a common pain point with users. - 00:05–00:07 She positions herself as someone who values spontaneity and authentic connections, transitioning to her positive experience with Hinge. - 00:07–00:09 She highlights Hinge's ability to facilitate immediate, enjoyable plans, suggesting that the app aligns with her preference for spontaneous activities. - 00:09–00:14 The ad shows her using Hinge, highlighting how it allows her to express her love for travel, spontaneous plans, and surfing. - 00:14–00:16 The creator notes that Hinge enables engaging conversations based on shared interests, suggesting it helps users connect on a deeper level. - 00:17–00:21 She mentions she is going on a spontaneous date with a surfer she met on Hinge, implying the app's success in creating real-life connections. - 00:21–00:23 She ends with "Ja, ik zei het toch?", reinforcing her initial claim that Hinge works for someone who dislikes typical dating apps.

# Ad summary A woman reviews her dating app profile and shows viewers the pictures and prompts she chose. She asks the audience for constructive feedback. # Brand positioning This ad promotes Hinge, a dating app, but presents the brand through the lens of an active user. Hinge distinguishes itself by attracting attractive and interesting people who are looking for love. The app provides prompts and options for people to showcase their authentic selves, and encourages users to be honest. Hinge pushes against superficiality by encouraging its users to display their personalities, and discourages generic profile cliches. The brand's functional positioning prioritizes matching people who are truly compatible. # Product The advertised product is Hinge, a mobile dating application designed for people seeking meaningful relationships. The app allows users to create profiles showcasing their personality through photos and written prompts. The ad highlights specific features, such as the ability to respond to prompts, display personal information like height and education, and share photos from various life events. The user can customize her profile to avoid typical dating app clichés, like generic job titles. A unique selling point is the emphasis on authenticity, encouraging users to avoid group photos and present themselves as individuals. # Visual style The ad has a casual, UGC-style aesthetic, and looks like it was filmed on a phone. The editing includes quick cuts and static shots, and there are no transitions. The pacing is conversational and consistent. The audio and visual elements are synced in that the woman speaks in each shot. # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:12 The creator walks down the street and introduces the premise of the video: her dating life has not been very successful, so she made a Hinge account after hearing attractive people use the app. - 00:12–00:12 The creator states her plan to show her Hinge profile to the viewers and ask for feedback, so she can "go up against it well." - 00:13–00:20 The creator holds up her phone screen displaying her profile, and starts with the first profile picture. - 00:20–00:35 She talks about why she chose this photo, because it's just her, and criticizes the decision to start a profile with group photos. - 00:35–00:38 The creator displays a Hinge profile screen, and speaks about the importance of the personal information shown, such as profession. - 00:38–00:50 She explains her choice to describe her job as "self-employed" to avoid stigma of writing "influencer". - 00:50–00:57 She notes that her profile also includes her education, her location, and that she is 1.7 meters tall, which she believes is important. - 00:57–00:59 The creator states her desired outcome is for people to be in the know. - 00:59–01:02 The creator shares her next profile picture: her in a museum. - 01:02–01:13 She says her intention for using this photo is to come off as intellectual. - 01:13–01:15 The creator describes the purpose of the image to be mysterious. - 01:15–01:17 She proceeds to review the prompts that she has on her dating profile. - 01:17–01:21 The creator presents the first prompt: "Strangely, I am attracted to... - 01:21–01:33 She continues that for her profile, she filled in the blank with the word "men" and she believes the audience knows the reason. - 01:33–01:46 She explains the importance of having photos with friends, and shows one of her and friends at a premiere. - 01:46–01:47 The creator says the intent behind posting that image is to imply that she is important because she attends premieres. - 01:47–01:51 She proceeds to show her final prompt. - 01:51–02:00 She reads the prompt: "Two truths and a lie: I can't smell anything, I was born in Jordan and I have run a marathon 3 times." - 02:00–02:04 The creator says she receives a lot of feedback on this prompt from people trying to guess the lie, and they think she has never run a marathon. - 02:04–02:12 The creator reiterates that it would be great to improve her dating life with Hinge, and asks for constructive feedback. - 02:12–02:23 The creator states that she will use the feedback to improve her dating life.

# Ad summary The creator discusses dating, the challenges of finding genuine connection, and his advice to his younger self. He suggests that honesty about who you are and what you want can lead to more fulfilling relationships, using a split screen to show two different time periods. # Brand positioning This ad does not explicitly describe the brand. The brand is implied to be about dating advice and relationships. The brand aligns with values of honesty and authenticity in finding meaningful connections with other people. # Product There is no product being advertised in this ad. # Visual style The ad has a modern and personal visual style. The editing is simple with static shots and smooth transitions between scenes, focusing on the speaker's message rather than flashy visuals. The use of a split screen showing two different time periods of the same person adds a unique visual element. The production quality seems like a hybrid between UGC and polished commercial. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The video opens with the split screen displaying '2026' on top and '2016' at the bottom. The older version of the creator directly addresses the camera, asking his younger self what he wants to know, suggesting the ad's concept is a conversation between two versions of himself. - 00:03–00:05 00:03–00:05 The younger version of the creator asks if he has a girlfriend or is married, indicating a concern about his future relationship status. The perspective shifts to the concerns of the younger self. - 00:05–00:09 00:05–00:09 The older creator states he does not have a girlfriend and the younger version inquires if he's been single for 10 years. The perspective shifts to a conversation between his older self and younger self. - 00:09–00:14 00:09–00:14 The older creator reveals that he has had someone in his life and they met his parents, Mama and Papa, clarifying he hasn't been completely alone. This offers reassurance and a sense of hope. - 00:14–00:23 00:14–00:23 The older creator explains that all of Germany met his girlfriend because their love life was on TV, but it's a longer story that changed their lives. This heightens curiosity by hinting at a significant, public relationship. - 00:23–00:28 00:23–00:28 The older creator asks his younger self if he can commit to dating, implying a future opportunity for connection. He encourages his younger self to not be afraid. - 00:29–00:35 00:29–00:35 The older creator says he does date, but has come to understand that a real connection isn't perfect, and that's something he had to learn. The perspective shifts to the learning curve of dating. - 00:35–00:39 00:35–00:39 The older creator says he keeps this in mind when he meets someone new, showing his mature perspective. He gives advice to his younger self. - 00:39–00:47 00:39–00:47 The younger version of the creator asks how he manages to date, and the older version responds by being honest about who he is and what he wants, which is what he looks for in others. This suggests honesty and self-awareness are key in dating. - 00:47–00:55 00:47–00:55 The younger creator is told he has a lot to learn, as the older version of himself is 10 years older, again highlighting the value of experience. The perspective shifts to time.