Tinder’s Year in Swipe 2023 Reveals a Year of Dating That Was All ‘For the Plot’

According to Tinder, dating “For the Plot,” denotes that dating was more about the journey and less about “the end” in 2023.

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According to Tinder, in 2023, daters were less concerned about where their relationships were headed and more interested in creating opportunities to have new memorable experiences.

This part of the latest ‘Year in  Swipe”, which sees the popular app share the State of the Date in 2023, including the trends, terms, and tunes singles leaned into while splashing around the dating pool.

According to their findings, this year was marked by overarching themes of positivity, optimism, and a focus on bettering one’s self through making connections with others. Even the most used emoji on Tinder denoted this “always on” attitude among singles.


 

Tinder added that the buzzy anthems on the app all came from powerful female pop stars, such as Taylor Swift, Miley, and Rihanna.

“Main Character Energy”

This year’s findings showed that singles embraced “main character energy” – ditching the pressure of rushing to a “happily ever after” in favor of using the dating process to build a roster of new experiences and memories that bolstered their own personal stories.

“This refreshingly optimistic and lighthearted approach to making new connections took the pressure off establishing relationship labels and outcomes, leaving more room for self-exploration through dating,” Tinder said in a release, adding that the shift to utilizing dating as a source of self-fulfillment gave rise to the top dating trends of the year:  Not Attached To an Outcome (N.A.T.O) Dating and Dating For The Plot.

Not Attached To an Outcome (N.A.T.O) dating refers to singles who are less concerned about the outcome of a relationship and more interested in enjoying the process of getting to know someone.


 

Dating “For the Plot,” denotes that dating was more about the journey and less about “the end” in 2023. Singles were open to meeting new people to have new experiences and fun stories to tell, rather than taking a traditional goal-oriented approach, said Tinder

MORE: Tinder and Jonathan Bennett Partner to Fight Romance Scams

“It’s so exciting to see the data at Tinder shows that 69% of Gen Z want to challenge conventional dating and relationship norms,” said Melissa Hobley, Chief Marketing Officer at Tinder.

“This year in particular marked a major shift where the journey is more important than the outcome. This new generation of daters is showing us what it means to date for the possibilities, freeing themselves from traditional expectations, allowing them to write their own, worthwhile stories.”

Tinder Highlights for 2023

Tinder prepared the following summary from the Year in Swipe findings:

#1. ALWAYS ‘ON’ IS THE EMOJI OF THE YEAR ON TINDER 
The let’s do it energy ruled

The ‘ON’ emoji was the top trending emoji globally on Tinder this year. Singles used the emoji to let potential matches know they were up for trying cool new things or were even ready to explore a new relationship. They popped ‘ON’ into bios to signal openness and optimism. Examples from bios include “I bring positive energy and try to make the best of every situation”.

#2. N.A.T.O DATING WAS THE DIPLOMATIC APPROACH
Not being attached to an outcome was a big YES

Young singles are focusing on the connection and are N.A.T.O (not attached to outcomes). In fact, over a quarter (27%) of 18-25-year-olds using Tinder’s Relationship Type feature say they are “open to exploring”, and 22% using the Relationship Goals feature say they are “still figuring it out”. So taking an open approach allowed them to meet new people without closing themselves off from all the possibilities that come from putting yourself out there.

#3. MAIN CHARACTERS WERE LIVING FOR THE PLOT 
No bad dates, only good stories!

Tinder clocked a shift toward a more open-minded approach to dating in 2023. Singles have fully embraced their main character’s energy and are now fully invested in “the plot”….rather than “the end.” Dating for “the plot” is buzzing on Tinder globally, with a 5.5x increase in users using the term in bios like, “Everything I do is for the plot, let’s make some memories.”

In authoring their own stories, travel was top of mind for Singaporeans, emerging top among locals’ top interests in 2023. Traveling with Tinder’s Passport, they turned to nearby Asian countries for a little romance – including Kuala Lumpur, Bangkok, Seoul, Tokyo, and Ho Chi Minh City.

#4. DATERS DE-INFLUENCED DELULU
Dating’s not delusional if you know you’re delusional

Singles were into taking chances this year and keeping the optimism around potential matches alive. But while leaning into the “delulu” of dating can be fun and playful in a daydreamy sort of way, singles were still self-aware enough to call out red flags – in themselves and each other. In fact, mentions of Delulu started trending in Tinder bios in Feb 23, and peaked in Sept 23, growing 58x with bio examples such as “If you are delulu, I’m your solulu”, “Tall, dark and delulu”, “Turn my delulu into trululu”.

#5. TIME WAS THE MOST VALUABLE CURRENCY 
The situationship is all grown up & getting organized

Stack dating, multi-dating, alphabet dating – it was all about being mindful, getting organized, and taking the situationship to the next level in 2023. In fact, 51% of surveyed young singles said they were open to new ways of fitting dating around their daily schedules. Singles were not here to waste time this year. In a recent survey, over 50% of young singles using Tinder’s Love Styles feature say they prefer time together over the other love styles.1 In Singapore, spending time together also came up as the top Love Style among singles, followed by touch and thoughtful gestures.

#6. GIRL POWER WAS A SUPERPOWER   
The voice of this generation celebrates women

Feminine energy boomed around the world in 2023 and inevitably found its way onto Tinder. Taylor Swift was crowned the top Spotify artist on Tinder, Miley’s revenge bop “Flowers” was the 4th most popular Anthem added to profiles, and Rihanna fans showered her with support with a 52% spike in her songs being added to profiles following her performance at the big game.1 Closer to home, Kill Bill by SZA was Singapore’s top Spotify anthem for the year, showing that local Gen Zs are vibing with the unstoppable force of Girl Power. Even when sharing their holiday spirit users turned to no other than Mariah Carey, whose “All I Want For Christmas” sees an average increase of 365% on profiles each holiday season.

Trending Interests

  1. Horror Movies
  2. Hip hop
  3. Tennis
  4. Voguing
  5. Walking my dog

Most Popular Info In Profiles

  1. Relationship Goals
  2. Zodiac
  3. Height
  4. Pets
  5. Smoking Habits

Most Attractive Interests

  1. Otaku (Japanese for obsessive fans of anime or manga)
  2. Cheerleading
  3. Pilates
  4. Biryani
  5. LGBTQ+ Ally

Most Popular Personality Types

  1. Extroverted
  2. Chaotic
  3. Introverted
  4. Order lover
  5. Life of the party

Top Spotify Anthems

  1. Last Night – Morgan Wallen
  2. Kill Bill – SZA
  3. Ella Baila Sola – Eslabon Armado, Peso Pluma
  4. Flowers – Miley Cyrus
  5. Creepin’ – Metro Boomin, The Weeknd, 21 Savage

Top Spotify Artists

  1. Taylor Swift
  2. Morgan Wallen
  3. The Weeknd
  4. SZA
  5. Zach Bryan

Top Communication Styles

  1. Better in person
  2. Big time texter
  3. Phone caller
  4. Bad texter
  5. Video chatter

Ranked Love Styles

  1. Time together
  2. Touch
  3. Thoughtful gestures
  4. Compliments
  5. Presents

Tinder in Singapore

Top Spotify Anthems

  1. Kill Bill – SZA
  2. Creepin’ – Metro Boomin, The Weeknd, 21 Savage
  3. Cupid – Fifty Fifty
  4. Last Night – Morgan Wallen
  5. Cruel Summer – Taylor Swift

Ranked Love Styles

  1. Time together
  2. Touch
  3. Thoughtful gestures
  4. Compliments
  5. Presents

Trending Interests

  1. Travel
  2. Movies
  3. Music
  4. Gym
  5. Sports

Most Attractive Interests

  1. Festivals
  2. Boba tea
  3. Korean drama
  4. Self-care
  5. Concerts

Top Communication Styles

  1. Better in person
  2. Big time texter
  3. Bad texter
  4. Phone caller
  5. Video chatter

Top International Passport Cities

  1. Kuala Lumpur, Malaysia
  2. Bangkok, Thailand
  3. Seoul, South Korea
  4. Tokyo, Japan
  5. Ho Chi Minh City, Vietnam

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