Hinge teams up with writers on Substack to tell ‘real love stories’

UK – Dating app Hinge is expanding its storytelling strategy with the second instalment of its No Ordinary Love campaign through a five-part series on Substack. The project enlists emerging literary talent to share real-world relationship stories and the ‘emotional plot twists of early dating’, aiming to resonate with Gen Z daters seeking more meaningful connections.

‘We want to complement Substack’s community of writers and readers with honest, authentic perspectives on love from exciting literary voices,’ said Jackie Jantos, president and chief marketing officer at Hinge.

The campaign builds on growing interest in decentralised, community-led media platforms and reflects how Gen Z audiences value safe, emotionally resonant storytelling spaces, a notion we explored in our Cracking the Algorithm Code viewpoint report.

In-person book clubs in London and New York will also receive printed anthologies of the stories, underscoring a revival in communal reading and offline connection. As highlighted in our Gen Z Dating Futures report, these IRL experiences are gaining traction as daters seek intimacy beyond screens.