Case Study: Hinge (dating app) achieves 60% faster uploads and 10% reduction in profile creation churn with Cloudinary

Cloudinary helps Hinge Keep Modern Romance Real

Hinge, the relationship-focused dating app, needed a better way to handle user photos and videos so profiles felt authentic and were easy to create. Previously, images imported from Facebook or Instagram used expiring URLs that frustrated users and increased profile-creation abandonment; Hinge’s product and development teams sought a comprehensive media-management solution to enable direct device uploads and future support for short videos.

Cloudinary provided direct uploads, on-the-fly resizing/cropping, and automatic format and quality optimization, plus support for 30-second user videos. The change made uploads 60% faster, reduced profile-creation churn by 10%, drove 75% of video uploads through Cloudinary instead of social streams, simplified Hinge’s code base, and improved download speed and overall user experience.

HingeApp

Tim MacGougan

Vice President of Product