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> Apps are more transparent and equitable with how they expose profiles to other users. Don't bias toward highly liked people to increase perceived "quality" and shadow-hide show profiles that aren't liked often (and then ask them to pay lol). Show people more randomly, to better represent the true cross section of people on the app. This won't work; if you do this, you'll expose that the average online dating user is... well, average. There's a bit of kayfabe going on; users want to think the other users of online dating are 8+/10, sexy, flirty, fun, and desirable singles. Unfortunately, 69% of Americans are overweight and 36% are obese. If profiles users see weren't heavily weighted toward highly-rated ones, the perception of online dating would immediately change from "online dating is fine, a bunch of attractive people are using this" to "online dating is only for the ugly and desperate"; the article points out that this is the way Gen Z perceives online dating already. Dating apps really struggle to keep the most desirable, because those are the ones least likely to need it. Yet they're also the most important for a dating app to have. As fewer desirable people use it, the less perceived legitimacy it has, which results in fewer people using it, particularly the desirable ones. I suspect dating apps are experiencing this death spiral now. |
That said, I don't fully agree with the idea that there's a uniform concept of x/10 scale for daters and that they uniformly will balk at those below that uniform rating and therefore the only way forward is boosting those based on their global like %. And some data backs this up.
The oft-cited OkCupid Dataclysm book talks about variance (e.g. lots of people like / lots of people dislike), explaining variance is meaningfully more important to messaging and engagement than raw like %.
Additionally, on the point of weight / body type, we found that a little under half of daters (and > 50% of women interested in men) do not report body type to be a significant factor in their decision making. So it is a meaningful factor, but for about 1/2 of daters it isn't.
The point I'm trying to drive here is, while there is for sure data and intuition that points to what you're describing, there are others that point to other ways that people perceive the quality and likelihood of finding a partner on an app that may work as well, if not better, while not relying on a need to as heavily hack perception.