Let Thy Swipe: Tinder taps Bridgerton fever with ‘year of yearning’ campaign

Tinder is leaning into romance, drama and slow-burn attraction, partnering with Netflix to launch an integrated Australian campaign timed to Bridgerton Season 4 Part 2.

Built around the creative platform “Let Thy Swipe Season Begin,” the campaign reframes dating season as a modern social debut, blending Regency-era fantasy with the mechanics of app-based connection.

At the centre of the work sits a clear cultural insight: young Australians are cooling on instant sparks and rediscovering the appeal of anticipation, emotional tension and drawn-out attraction.

New research commissioned by Tinder, titled The Yearn Index, suggests “yearning” is no longer just a plot device — it’s shaping real-world dating behaviour.

According to the study, 76% of Gen Z singles say they want to experience a stronger sense of romantic yearning in their relationships this year, while 81% believe yearning plays an important role in early emotional connection.

The shift is already visible on-platform. Mentions of “yearn” in Australian Tinder bios jumped 170%, alongside a 125% rise in references to “slow-burn” and “intentional” dating language.

Yearning, it seems, is trending.

“Yearning isn’t just fantasy or playing hard to get,” said Tinder dating expert Sera Bozza.

“It’s anticipation, emotional investment, and a bit of uncertainty that makes someone matter to you.”

“When everything is instant, nothing feels special.”

The campaign’s hero film channels that idea directly, reimagining the experience of meeting a date as a Bridgerton-style moment - corsets swapped for cocktails, ballrooms replaced by contemporary Australian settings.

Creator-led social content extends the narrative, riffing on “Regency vs modern dating” scenarios designed to fuel fandom-driven engagement across TikTok and Instagram.

Adding theatrical flair, Courtney Act steps into the role of Tinder’s “Dating Queen,” anchoring campaign content and ushering singles into swipe season.

“Dating should have a little drama, a little desire, and a delicious sense of anticipation,” said Act.

“The slow burn is always the most satisfying.”

For Tinder, the partnership signals a broader strategic play: positioning the platform not just as a utility for matches, but as a curator of contemporary dating culture.

“Bridgerton isn’t just a global phenomenon, it’s a cultural moment,” said Kristen Hardeman, country director at Tinder Australia.

“By bringing Bridgerton’s sense of anticipation and possibility into Tinder, we’re reminding Aussies that modern dating can still feel exciting and intentional.”

The integrated campaign spans Netflix placements, paid social, creator content and earned media extensions tied to The Yearn Index. Bridgerton Season 4 Part 2 debuts on Netflix February 26.