No offence to Mark Zuckerberg, but he is probably the last person I would go to if I wanted to find love. Last week, Facebook officially launched Facebook Dating in the U.S., a new product by the social media giant that would serve as a dating app and the first step the company has taken towards meddling in our love lives. The question is, do we really need Facebook to jump on the bandwagon of dating apps?
When it comes to authenticity, it is no secret that the company has a history of stealing ideas from others. Remember when Facebook tried to buy Snapchat, Snapchat refused and as a result both Facebook and Instagram (also owned by Facebook) introduced a story feature? Instagram stories are now significantly more popular than Snapchat ones, and Snapchat is losing users by the day—I don’t actually remember the last time I opened the app, yet Instagram makes over 35 percent of my weekly screen time (please don’t judge me). That said, it is no surprise that Facebook is now trying to capitalise on love and the digital hook-up culture, a market worth billions, with Tinder making $120 million in the U.S. during the first quarter of 2019 alone. But will Facebook be successful?
There are, of course, various concerns that this feature won’t really take off. Few people use Facebook the same way we did ten years ago, when the network was at its prime. Gone are the days of cringe status updates. Both Twitter and Instagram have replaced the space for us to constantly share updates of our daily lives through pictures or tweets (among gen Z and millenials at the very least. I don’t know about you, but my granddad shares his opinions on Facebook like there is no tomorrow). The social network has also been decreasing in overall popularity, as it is evident that less and less people use it, with many of us only keeping our profiles as a means of communication with family, people from high school or as a place to absorb our news intake.
In addition to this, there are already many successful and popular dating apps we already know and love, from Feeld and Hinge to Bumble and Tinder. It’s no secret, then, that Facebook is coming to this party a little late. It’s not a particularly ‘cool’ social media network, nor does it have a good reputation when it comes to data privacy. But Facebook isn’t trying to imitate the usual features of dating apps nor participate in the dating culture that these apps have created, or so it says.
Dating apps have changed dating as we know it, creating a culture of ghosting, leading on, and overall uncertainty within our relationships. The constant pursuit of something meaningful (or not) through swiping hundreds of people a day reminds us that there are more options out there, and that choosing to go on dates with strangers we virtually know nothing about is exhausting. Facebook Dating wants to change that. The company has access to information about its users’ location, jobs, education, hobbies, family members and even previous dating history, which would then make it easier to match them algorithmically according to all these factors. Essentially, making it easier to match with somebody you will have things in common with.
Users have the option to opt in or out of matching with their Facebook friend’s friends, and although it wouldn’t match them with their own Facebook friends, there is a feature titled ‘Secret Crush’. This feature allows users to select up to nine of their Facebook friends whom they have a crush on, and if it is reciprocated by them via their selection of secret crushes, Facebook notifies both parties. While it does sound sweet in its own odd and digital way, do we really want to share our crushes with Facebook? The same Facebook that sold our data to Cambridge Analytica?
While you and your secret Facebook crush might be a perfect match, data privacy and Facebook aren’t. Far from it, just last week over 419 million Facebook users’ phone numbers were leaked, as the server was not protected with a password, meaning anyone could access it. The company has been involved in so many scandals over data privacy in the past years, it would be almost gullible to trust the new dating service (after all, it does match you according to your data). That being said, if you’re too busy to think of complex passwords for your own accounts, why not try Avast’s random password generator? It might help.
So while you might be able to find love, or whatever it is you are looking for, doing it on Facebook comes with a high cost. So be ready to hand over your personal data. Is your secret crush worth it?