I actually think it's a strange but probably a solid strategy under a couple of assumptions: 1. They want to differentiate their dating product. 2. There's a s

I actually think it's a strange but probably a solid strategy under a couple of assumptions: 1. They want to differentiate their dating product. 2. There's a sector of the population interested in dating but that at the moment is underserved, too shy to try it, or just on the fence about putting the effort to try it out. What this does is it essentially puts a dating app on everyone's phone, reducing the friction it takes to give online dating a shot. It also "feels" different and more serious. Anecdotally Facebook seems to be, amongst my circles, a lot about life events or important stuff and less about the casual, funny, edgy, etc persona. By associating that image with their dating platform, they give it a strong identity for the get go as a place for serious relationships. > Even announcing this through the instagram brand would have made more sense to me. Would it? I feel like Instagram is better off being about friends and oneself, and it could be tarnished by involving dating. What dating "identity" would befall upon it? Would it lean on the side of Tinder— superficial, more about hookups than long-lasting relationships, etc? I associate instagram with influencers, young people (as in, teens), etc a lot so branding-wise it doesn't make that much sense to me personally, though of course, this is just my opinion.