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It’s the second Friday of 2017. Happy New Year! 

Yes, Instagram ad analytics, I've noticed the number of banner ads and sponsored posts in my feed promising me a chance to find love. I must say, I’m impressed by the diversity in the apps I’ve seen pushed through my feed.

There’s always been the niche vs mass approach to dating apps. The two scenarios are pretty straight forward:

1. Cast your net far and wide  OR  2. Wade through a shallow pool of people with similar interests, background, lifestyle etc

Does either approach yield better results and why this shift in diversity? Tinder and Bumble ruled 2016.

What’s in store for post swipe culture in 2017?

Glue Bae Clover The Inner Circle Concierge

There, I said it. If you open any news source there’s bound to be a story trying to understand these mystic creatures. Spoiler alert: it’s you and me and the guy sitting next to you on the train. Somehow we’ve managed to confuse the older generations while getting lost in our own existential journey. We’ve been afforded radical access, infinite knowledge, hyper mobility that prior generations couldn't have imagined in their life times.  Millennials have been labeled this, that and the other. The root of these messages and labels is that millennials have access.  We moved ahead and designed dating apps on the premise of access; “I want a man and I want him now.” DONE! But what about the rest? 

Relationships, cerebral connections and value systems take time to develop. How do these grow in a time of radical access? 

At the end of the day people do what people want. It’s that simple. If he wants to call you, he will call. This is a difficult dynamic for us to manage because we’ve been conditioned to think that we are the creators of our destiny. We’ve all grown up with the idea of “If you can dream it, you can do it.”