Hinge is getting into audiobooks now

Dating app Hinge is venturing into the audiobook space, according to The Bookseller. The company plans to release its inaugural audiobook, featuring writing and narration from authors such as Rufi Thorpe, Curtis Garner, Tembe Denton-Hurst, Nicola Dinan, and Raven Smith. Each author contributed a story about a real-life couple that met through Hinge, and the couples provided epilogues sharing their reflections on the relationship.

This audiobook complements Hinge's "No Ordinary Love" ad campaign, which debuted in 2024 with six stories written by renowned authors like Roxane Gay. The series continued the following year with five more stories published weekly on Substack, with Hunter Harris providing the foreword. The audiobooks are now accessible on platforms like Substack, Spotify, Libro.fm, Apple Audiobooks, Barnes & Noble Audiobooks, and the Libby library app.

Hinge's decision to expand into audiobooks stems from the growing popularity of book discussions on social media and among Gen Z readers. Romance is the most widely read genre by individuals aged 18 to 29, and audiobooks are increasingly popular as listeners incorporate them into their daily routines. Hinge's Chief Marketing and Communications Officer, Tamika Young, emphasized that the company's campaign has consistently celebrated genuine relationship stories and this year, the focus was on the pivotal conversations that led to those relationships, such as the initial question, text, or confession.

Young explained that these narratives were best experienced through an audiobook, as they allowed listeners to hear the subtle nuances, pauses, and hesitations that often precede a significant moment in a conversation. In Hinge's latest report, the company discovered that most LGBTQ daters feel less anxious when their potential partner consistently communicates with them.

To further enhance user engagement, Hinge recently introduced the "Friend's Take" feature, enabling users to add their loved ones' written or audio contributions (or even images) to their profiles.