The Wrong Stuff – Conservative “Anti-Woke” Dating App Suffers While LGBTQIA+ Apps Thrive
In November, 2022 a conservative dating app called The Right Stuff launched as a way for right-wing people to meet each other. The app was launched by an aide to former President Donald Trump, John McEntee, and was backed by billionaire venture capitalist, Peter Thiel, reports Gizmodo.
Since the app’s launch, download figures show a failure to break into the market and gain favour with the target demographic. Interestingly, apps geared towards progressive LGBTQIA+ markets show diametrical success.
THE RIGHT STUFF PLAGUED BY RIDICULE FROM THE START
The Right Stuff offers its users the opportunity to make matches with like-minded, conservative individuals by catering prompts to popular Republican talk-points. App founder McEntee claims many in his circle found it difficult to date as a Trump-supporter and the app should help to narrow down potential disappointments in the dating sphere, reports The Daily Beast.
Once launched, the app faced many challenges and roadblocks with many liberals seeking to troll the app’s users. Aside from receiving ridicule from left-wing pundits, the app faces many right-wing consumers who find the roadblocks to using the app frustrating. One would-be user says, “I downloaded this app more than two months ago, even got sent a package from them to become an ambassador, and STILL have not been accepted onto the app. That’s ridiculous and unacceptable.”
With a rating on the App Store of 2.5 out of 5 and a download rate that dropped from 40,000 in October when it was launched to 11,000 downloads from November 1 to December 20, it’s clear the app has struggled to make a positive impact on the market.
LOOKING TO THE LEFT
The Right Stuff geared itself to be a right-wing alternative to “liberal” apps like Tinder and Bumble, and this model is not unique or unseen. Social networking apps for niche markets exist already; think Grindr or Her for LGBTQIA+ individuals. Looking at these apps and their market impact shows a completely different market response.
Third quarter earnings for Grindr in December 2022 showed the app had a 32% increase in earnings from the previous year, reports Benzinga. Other LGBTQIA+ dating apps like Scruff and Her hold largely positive user reviews with both apps holding a 4.4 out of 5 rating on the App Store.
Bumble, another “progressive” app favouring women’s empowerment, showed 2022 third-quarter results with an increase of 16.8%. It’s evidently not impossible to create a niche dating app geared towards a specific sector and have it be successful. It leaves the question; what did The Right Stuff do so wrong?
