Facebook announced Dating feature, leaves Match’s share plummenting

Facebook announced it’s rolling out a new dating feature. The feature would help users connect people who aren’t Facebook friends. Facebook’s chief executive officer Mark Zuckerberg, during a presentation at the company’s F8 developer conference, said that the feature is for “building real, long-term relationships – not just for hookups”. “If we’re focused on helping people build meaningful relationships this is perhaps the most meaningful of all,” he added.

The company is trying to win back public trust after the data leak accusations and an outcry over how much data it collects from people online and what it does with it. The announcement shows how Facebook is pushing forward with new products and initiatives for engagement. Mark Zuckerberg acknowledged that Facebook needs “to do more to keep people safe, but we will also keep building.”

The dating feature would be opt-in only and users would be able to build their profile out of the view of their Facebook friends. Facebook could potentially leverage its extensive web of connections among people and data on relationships with its new dating feature. Currently, users can publicise their relationship status on their profile pages. Facebook Inc. can use its massive financial resources, to compete with the incumbents.

The news saw several other new initiatives announced, including a feature that lets people post to Instagram from other, non-Facebook apps like Spotify, and the ability to “clear history,” to remove data sent to the social network via outside websites and apps.

The dating service could give Facebook a whole new avenue for growing its advertising business, said Ali Mogharabi, an analyst with Morningstar Investment Service. If Facebook steps into dating it could have an impact on Match’s ability to acquire new users, in a big way, Mogharabi added.

Most dating apps make money by charging users for premium services; something Facebook might not have to do if it uses data from the apps to improve its advertising business. Match, which owns apps like Tinder and OkCupid, fell 22%, the worst single-day drop in its history, while IAC fell 19%, the most since 2001.

Match uses Facebook to authenticate users on some of its apps, making the social media network a key part of its business. Facebook had already been changing what information it makes available to other companies like Match as part of its efforts to improve its privacy reputation.

Match CEO Mandy Ginsberg said:

We’re flattered that Facebook is coming into our space, and sees the global opportunity that we do. We’re surprised at the timing given the amount of personal and sensitive data that comes with this territory.

Match was partially spun out from IAC in 2015, but many analysts say a majority of IAC’s value still derives from the unit. Tinder, one of Match’s most valuable properties, has been rapidly adding new features to get users to pay for its services. The fortune of IAC Chairman Barry Diller fell about $250 million to around $3 billion, according to the Bloomberg Billionaires Index.


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