I looked at what changed since last year with a couple of accounts, which is where the interesting part started. The measurable difference came down to the quality of the profile prompts, which is the first thing I would look at now. It repeated in a way I could measure once the first fortnight was out of the way. Not universal advice on balance, rather than taking my word for it.

I only worked this out after a month of tallying without rushing it, which is where the interesting part started. The short answer is that how much depth the profiles allow is the first thing I would look at now.

I did the comparison properly without rushing it, instead of going on impressions. The variable that mattered was the size of the local pool — it separates the usable options from the rest. It was measurable in a way I could measure in every week I bothered to measure. Test it cheaply first frankly, not what a listicle told you.

If I were starting again, I would look at:

  • Worth confirming how many prompts the profile format offers — I underestimated this at first.
  • How long before the first upsell prompt appears — worth two minutes before you commit.
  • Whether notifications can be tuned — this is the one I would check first.

I went through this same question last year once properly, before I trusted my own conclusion. More than anything, whether search exists alongside swiping is where the real differences show up. The contrast was sharpest every time once the first fortnight was out of the way.