Today dating apps are not just about swipes and quick matches, but a whole social experience where values and the approach to communication take center stage.
This is especially true for Gen Z and Millennials, for whom not only meeting someone matters, but also the atmosphere of respect and safety. In this context, Bumble has become one of the most striking examples of how the dating market can be reimagined.

Since its launch, the app has attracted more than 100 million users worldwide. The key feature of Bumble is that it is women who make the first move — and this simple yet powerful shift has completely changed the dynamics of communication and the perception of online dating.

Why this matters:

🔹 Inversion of the usual dynamic — women initiate the dialogue, which makes communication safer and reduces the number of unwanted messages. This allowed Bumble to occupy a unique niche and build a loyal community.

🔹 More than dating — Bumble is evolving into an ecosystem for communication and networking. Beyond romantic connections, it allows users to find friends (Bumble BFF) or business contacts (Bumble Bizz). This expands the audience and makes the app a universal tool for social interaction.

🔹 Values and brand — unlike competitors, Bumble actively promotes the ideas of equality, respect, and female leadership. It is not just a dating app but a platform that conveys values close to the modern generation.

💡 Insight: Bumble’s strength lies in shifting the focus from “finding a partner” to creating a safe, equal, and multifunctional space for communication.

Who will find this article useful:

🎯 Product managers and startup founders — as an example of how even in an “overcrowded” niche, one can stand out through values and unique mechanics.

🎯 Marketers — to understand how brand ideas become a tool for attracting and retaining an audience.

🎯 Researchers and app creators — to see how expanding functionality helps go beyond a single segment and create a multi-social platform.

Bumble’s advertising is not an aggressive call to “download and date,” but an invitation to a new form of communication. It is a bridge between technology and values, where curiosity grows into trust, and interest turns into long-term product use.

Bumble analysis with INCYMO.AI

Step 1 — Data collection
We collected all Bumble advertising materials over the past month. We collaborated with Tyver.io and are very grateful to them for providing access to the creatives. Thanks to this partnership, we were able to download the necessary videos and analyze their effectiveness on the market in order to understand which promotion approaches attract the most users. Now this opportunity is available to everyone inside the INCYMO.AI platform.

Step 2 — Classification
We divided the materials into categories:

5 most effective ads (highest engagement and CTR),

10 successful ads,

25 ads that were displayed for at least several days but received minimal clicks.

Step 3 — Automated analysis
We uploaded all the videos to INCYMO.AI, where the system, in just a few clicks, identified key patterns of effective creatives for promoting the app, as well as pitfalls of less successful ads.

Step 4 — Implementation
We used the automatically generated rules for creative production and applied them to prepare a ready-to-use advertising campaign script for Bumble, which takes into account emotional triggers and the specifics of the target audience.

What works:

Use of boasting in the style of user-generated content (UGC), delivered directly to the camera by a single charismatic speaker. This format creates a personal connection and a sense of authenticity. (Observed in 4 TOP videos and 6 GOOD videos).

Starting with dynamic, energetic boasting. This is achieved through quick cuts, energetic speakers, and dynamic visual effects within the first 3 seconds. (Observed in most TOP videos).

A promise of concrete value in list format (e.g., “3 reasons to download…”). This sets clear expectations and encourages viewers to keep watching for the payoff. (Observed in 1 TOP video and 2 GOOD videos).

Demonstrating success with a creative and original visual effect. Instead of simply stating a positive result, these boasts showcase it in an unexpected way (e.g., a hand writing the word “single” flips to reveal a wedding ring). (Observed in 2 TOP videos).

Quickly and emotionally posing a relevant problem. Hooks addressing common frustrations, such as “Dating is so exhausting,” are more effective than long, drawn-out examples. (Observed in 2 BEST and several GOOD videos).

Use of authentic, unconventional atmospheres. Hooks that mimic real interactions, such as street interviews or friendly dialogues, work well by building trust. (Observed in 1 BEST and 1 GOOD video).

Use of dynamic text and graphics integrated into the story. Animated text, synchronized with speech or UI elements, advances the narrative and is more engaging than static text. (Observed in several BEST videos).

Immediate demonstration of a valuable reward. Hooks that begin with direct interaction with the app leading to an instant positive result (e.g., opening the app immediately to a “Match!” screen) are very effective. (Observed in 1 BEST video).

Following popular social media trends while maintaining a clear brand style. Formats like “Get Ready With Me” (GRWM) for a Bumble date or clothing-throw transition videos can be effective. (Observed in 1 GOOD video).

What reduces the effectiveness of ad creatives:

Use of the “My life before Bumble” montage format. Slow editing in the first 5–10 seconds, showing staged frustrations (ghosting, unpleasant messages), consistently correlates with poor performance. (Observed in 7 underperforming videos).

Use of the “Downloaded Bumble, and everything went like…” trend. Hooks with posing couples pointing at this text look template-based and perform poorly. (Observed in 6 underperforming videos).

Use of a slow, non-energetic hook. Static frames with little movement, sad music, or a gloomy aesthetic such as black-and-white filters do not capture attention. (Observed in at least 3 underperforming videos).

Creation of a staged or inauthentic feel. Staged couples in trend-based videos appear less genuine than testimonials from individuals or unscripted moments. (Observed in more than 6 underperforming videos).

Overloading the viewer with text. Large, static text blocks or slow listing of problems in text distract viewers.

Starting with an explanation of the main topic. Directly stating the main topic (e.g., “Reason #1: Women make the first move”) fails to hook emotionally and feels like a lecture. (Observed in 2 underperforming videos).

Visually unappealing or awkward first frame. Blurry images, forced smiles, or characters with eyes closed immediately repel viewers. (Observed in several underperforming videos).

Use of negative audio cues. Sounds resembling ticking clocks or sad, melancholic music in the chorus create a negative mood and correlate with low effectiveness. (Observed in 2 underperforming videos).

Spending too long dwelling on the negative. While problem description works, videos listing multiple issues without a quick transition to the solution generally perform poorly.

How we turned ideas into a ready-to-use script
With INCYMO.AI, in just two minutes we generated a script that:

Incorporates best UX/UI and user interaction practices;

Integrates the most effective patterns;

Eliminates tactics that reduce conversion rates.

Based on this analysis, we created a brief directly on the incymo.ai platform, already optimized with all recommendations — no additional effort, just a few minutes of work.

Example of the resulting script:
This concept follows a charismatic young woman’s journey from dating app fatigue to a genuinely positive experience. Frustrated with low-effort interactions on other platforms, she discovers Bumble’s “women make the first move” feature. The video shows how this one change empowers her to initiate a quality conversation that leads to a fun, respectful, and successful first date, framing the app as the solution to modern dating burnout.

🎬 Scene 1 (Hook) | 00:00–>00:04
📝 First key-frame: A vibrant, expressive young woman in a casual setting looks directly at the camera with a look of friendly exasperation, gesturing towards her phone. Scene: Filmed in a well-lit, cozy room, the woman speaks directly to the viewer in a classic UGC style. Her body language is energetic and relatable as she shares a common frustration, creating an immediate connection with the audience.
      ▶️ Voicelines
            [00:01–>00:04] Maya: I was *this* close to deleting all my dating apps for good.

🎬 Scene 2 (Cinematic) | 00:04–>00:11
📝 First key-frame: A stylized close-up of a smartphone screen displaying a generic, boring “hey” message in a chat interface from a blurry profile picture. Scene: A fast-paced montage of dating frustrations. The shot of the “hey” message is followed by a quick cut to the woman from Scene 1 rolling her eyes at her phone, and then dynamic animated text bubbles (“Ugh,” “Again?”) pop onto the screen, perfectly timed with upbeat, slightly frantic music.
      ▶️ Voicelines
            [00:05–>00:10] Maya: …because I was so tired of the terrible opening lines and just… the low effort.
      ▶️ Overlay text
            [00:08–>00:09] System: Ugh.
      ▶️ Overlay text
            [00:09–>00:10] System: Again?

🎬 Scene 3 (Product demo) | 00:11–>00:17
📝 First key-frame: The woman, now smiling and optimistic, holds her phone up to the camera, clearly showing the bright yellow Bumble app icon on her home screen. Scene: The shot transitions to a clean screen recording of the Bumble app. We see a quick swipe right on a profile, followed by a big, satisfying “IT’S A MATCH!” animation. The UI then clearly shows the chat screen, where the text input field is active for her, prompting her to make the first move.
      ▶️ Voicelines
            [00:11–>00:17] Maya: But then I tried Bumble. And the whole ‘women message first’ thing? A total game-changer.

🎬 Scene 4 (Cinematic) | 00:17–>00:24
📝 First key-frame: A dynamic, handheld shot of two people’s hands as they playfully compete at an arcade claw machine, laughing. Scene: A montage of authentic, fun UGC-style B-roll footage shows the successful first date. The shots are quick and energetic: the couple laughs while drinking coffee at a trendy cafe, they cheer during the arcade game, and they enjoy a walk through a sunlit city park. The vibe is comfortable and genuine, not overly romanticized.
      ▶️ Voicelines
            [00:18–>00:23] Maya: I matched with this guy, sent a non-boring opener, and we actually had a fun, normal date.

🎬 Scene 5 (Cinematic) | 00:24–>00:29
📝 First key-frame: A slightly slower, more intimate shot from the date, showing the woman and her date sharing a genuine laugh across a coffee table. Scene: This shot lingers for a moment, focusing on the comfortable and happy expressions on their faces. The natural lighting and relaxed posture of both individuals convey a sense of ease and mutual respect, visually representing the emotional benefit of a better connection.
      ▶️ Voicelines
            [00:24–>00:28] Maya: It just felt… respectful. Like we were on the same page from the start.

🎬 Scene 6 (Packshot) | 00:29–>00:36
📝 First key-frame: The iconic Bumble logo and beehive icon appear crisply in the center of a signature bright yellow screen. Scene: The screen is clean and minimalist. Below the logo, the main tagline “Find a better connection.” animates in, followed by a clear “Download Bumble” call to action and the App Store and Google Play badges. The entire packshot is bright, positive, and on-brand.
      ▶️ Voicelines
            [00:29–>00:34] Maya: Seriously, if you’re tired of the games, try it. Download Bumble.
      ▶️ Overlay text
            [00:30–>00:35] Brand: Find a better connection.
      ▶️ Overlay text
            [00:32–>00:36] System: Download Bumble

Conclusions and recommendations