Tinder‘s search for more Gen Z users has led it to a YouTube-based take on Love Island. The long-running British reality show is the clear inspiration for Double Date Island, which pairs off influencers and invites them to go on four-person outings in a lush setting.
Double Date Island shares a lot in common with Love Island, from its title to its thumping club jam soundtrack to its Balearic setting. Key differences include the branded show’s focus on double dates, its mix of British and continental European talent, and the location of its villa. Double Date Island takes place on Ibiza, whereas Love Island has long been filmed on Mallorca.
Tinder has already gotten busy in the world of influencer marketing, and its new show features a crop of creators who are big across the social universe. Participants include TikToker Carmie Sellitto, musician Spencer Elmer, and fashionista Ellie Smith.
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Ever since Tinder burst onto the dating app scene in the 2010s, parent company Match Group has followed internet trends to ensure its star platform stays as hip as possible. After diving into short-form video, ASMR, and scripted content, Tinder is getting new features that line up with Gen Z’s dating habits. Double Date Island is a glorified advertisement for the new Double Date Mode that aims to put Tinder users in comfortable group settings (while simultaneously curing Gen Z’s dating app burnout).
“We’re tapping into the formats Gen Z already loves: entertainment, creators and social-first storytelling, to show what dating with your best friend can look like,” said Tinder VP of EMEA Marketing Paolo Lorenzoni in a statement. “Double Date reflects a growing shift in how young people approach dating. They’re prioritising fun, authenticity and shared experiences over pressure or performance – and our campaign is too. It’s designed to meet young daters on the platforms they love, in the formats they engage with, while reflecting how dating is evolving.”
Double Date Island is more than just an overture to Gen Z — it’s also following current trends in the reality TV industry. There is a growing pipeline that turns the stars of shows like The Bachelor into influencers, even as viewers and former contestants complain that cast members are not interested in finding love.
In theory, a reality show cast consisting entirely of established influencers gets rid of that pretense. Sure, the creators appearing on Double Date Island could grow their followings by appearing in the show, but if they don’t need to use the series as a big break, they can be more open to the central premise. That logic also helps explain why the Bachelor franchise chose to cast an established influencer — Taylor Frankie Paul of The Secret Lives of Mormon Wives — as the next Bachelorette lead.
YouTube viewers are the perfect target audience for that kind of reality show. If you’re intrigued by the premise of Double Date Island (or if you’re just looking for a dose of the dram-drams), you can find new Double Date Island episodes as they drop on the Tinder Europe channel.
