Swiping Right into Bulgarian

When Tinder Leads to Something Long-Term

(since 2019)

The Client

Tinder, a leading global dating app, connects millions of users by facilitating mutual interests and interactions. As Tinder aimed to expand its reach to Bulgarian users, it required localization that not just translated the app, but also adapted its cultural nuances to resonate with local users.

The Project

The ongoing project involves the comprehensive localization and creative copywriting and copyediting of all text on Tinder’s platform, apps, and user-oriented communication. The objective was to tailor the content to the Bulgarian market while maintaining the brand’s youthful and vibrant appeal.

The Challenges

  • Tone of Voice: The primary challenge was crafting a tone that appealed to young Bulgarian users while steering clear of sounding outdated or cheugy. This involved constantly balancing traditional localization conventions with Tinder’s engaging and informal style.
  • Consistent Availability: Ensuring uninterrupted service and immediate response over an extended period of four years demanded meticulous planning and resource management.

Our Solutions

To effectively address these challenges, we implemented several strategic measures:
  • Audience-Centric Research: We conducted thorough research within Tinder’s defined target demographic to understand their preferences and vernacular.
  • Interactive Glossary Development: The initial glossary was drafted in standard terms and then refined in collaboration with members of the target audience to ensure cultural and linguistic relevance.
  • Advanced Scheduling: We established a robust scheduling system that ensured full availability and readiness to adapt to Tinder’s ongoing updates and requirements.

The Results

Our tailored approach led to the successful localization of Tinder into Bulgarian, enhancing user engagement and satisfaction. The reworked glossary and continuous availability over years and years have helped Tinder maintain a fresh, relatable presence in Bulgarian, contributing to its sustained growth among Bulgarian native speakers.