Unexpected encounters are here! A new form of love found outside of dating apps - Love begins with a "mention": In an era of moving away from dating apps, new love blossoms on social media.

1. The Wavering Dating App Empire

The days when "Tinder Wedding" graced wedding invitations are long gone. Currently, the stock prices of Bumble and Match Group have plummeted by up to 90% from their peak, evaporating about $40 billion in value between the two companies. This market slowdown starkly reflects the cooling user sentiment. According to Pew Research, 70% of U.S. adults with online dating experience reported encountering "fake profiles," and 66% of women reported experiencing "harassment."

2. The Reality of "Swipe Fatigue"

"After scheduling 10 dates and being stood up by 5, I'm emotionally and physically exhausted," a Bluesky user posted, garnering thousands of likesBluesky Social. While algorithms encourage "mindless right swipes," AI text generation tools even take over messaging. "AI is talking to AI. That's why we feel lonely,"Bluesky Social. Many are now weary of "mechanical love."

3. Until SNS Becomes the "New Matchmaker"

Zeke Rothfels, interviewed by TechCrunch, met his husband in a Facebook meme group spanning the U.S. and Canada. The spark was a comment about folk singer Woody Guthrie. A joking reply of "Marry me" turned into reality.

The same article features a story of a couple in their 50s brought together by Reddit's "mythical erotic pen pal" exchange. The freedom of expression afforded by anonymous accounts transformed hundreds of thousands of words exchanged into real affection.

4. Amplifying Security and Privacy Concerns

The dating app industry's neglect of safety measures has come at a high cost. In July 2025, 72,000 images and IDs leaked from the female-oriented rating app "Tea" and spread on 4chan, an incident still fresh in memory404 MediaThe Washington Post. Ironically, the app meant to ensure safety became the biggest risk source.

5. Deciphering User Psychology Through SNS Reactions

• "Tinder doesn't resonate with Gen Z"—as indicated by a WSJ post on Bluesky, younger generations deem existing apps "outdated"Bluesky Social.

• "Witty conversation? It's just a demand for 'quote material'"—a self-deprecating post by Haus of Decline satirizes the templated nature of in-app conversationsBluesky Social.

• "The illusion of endless choices"—promotional posts for new services like Orra, advocating "non-dependent matching," are spreadingBluesky Social.

6. The Shift to Offline and "Community-Based" Romance

Amidst headwinds, participation in offline events like running clubs, board game cafes, and speed dating has increased by 30% year-on-year in U.S. urban areas (according to Business Insider). On Bluesky, "Dive into communities of interest and start by making friends" is shared as a dating hackBluesky Social.

7. The Future Indicated by Platform Shifts

The SNS space where Gen Z grew up is "interest-based" rather than "romance-oriented." This spontaneity rather fosters trust. Major app companies are hastily adding "shared interest matches" and "friends of friends" pathways, but users are already finding their next place.

The trend is swinging from the "productization" of romance to "community-based" relationships. The spaces for forming human connections are becoming multi-layered, and romance is also blending in as a "sub-function." The era of "no dedicated dating apps needed" may be dawning.

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