Astrology addicts can now see zodiac content on Bumble – TechCrunch

Is that really in the stars? This week, Bumble launched weekly customized astrology content on the app, with astrologer Aliza Kelly taking on the task of helping you find an unlucky soulmate.

Referred to as “Astrology Tuesdays,” Bumble users in the US can access the new Astrology channel within the conversations screen in Bumble’s Date mode. There will be weekly updates giving users content such as dating guides based on zodiac signs, advice on deepening relationships, what your astrological chart really means, exploring your big three placements: Sun, Moon and Rising, and more.

Additionally, every Tuesday, astrological content users get free access to Bumble’s Zodiac Filter, allowing them to filter out people with zodiac signs that are incompatible with theirs.

The company also told TechCrunch that there will be content on specific astrological events and how the different zodiac signs navigate them, as well as the ability to receive a personal compatibility measurement from Aliza.

Brands have harnessed astrology to easily connect with consumers. The company’s partnership with an astrologer is Bumble’s attempt to improve dating and relationship experiences.

Selby Drummond, Bumble’s Chief Brand Officer, said in a statement: “Since May, 78% of active Bumble members in the US have adopted a ‘Zodiac’ badge on their profiles, showing us that there is a huge appetite for more Insights are potential connections that arise through astrology.”

Over time, as members become more engaged, Bumble will explore “deeper features with an emphasis on compatibility,” the company told TechCrunch.

While the new astrology content is trending, it’s not really accurate when it comes to relationship compatibility.

In 2019, Bumble introduced Zodiac Badges so people can list their sun sign on their profile and filter matches based on whether they want to date confident Leo or compassionate Cancer.

When the feature was first released, Allure astrologer Sophie Saint Thomas argued that Bumble appeared to be benefiting from the surge in interest.

“This doesn’t improve the odds of finding someone to actually connect with… Crossing out all the scales just because you’ve once dated one that left a bad taste in your mouth cuts a 12 out of 12 for a pretty arbitrary reason potential matches away. Most of us are in a place where we could take more chances for love, not fewer, so let’s not turn people down based on their sun sign alone,” Thomas wrote.

Despite the criticism, the company boasted that Zodiac Badges has taken off.

Bumble said adding your zodiac sign could increase the number of average monthly matches, according to US data. In 2021, astrology was one of the most popular profile badges on Bumble globally, the company added.

However, skeptics – or astrology atheists – took to Twitter to express their anger at the launch of Astrology Tuesdays:

Astrology is a contentious topic, and while it might seem like fun and games to some people, experts say making relationship decisions based solely on your sun sign is a bad move.

When the average person thinks of astrology, it’s usually a super simple version. Your sun sign is just a tiny aspect of a much more complex natal chart. In an interview with Vogue, certified astrologer Diana Brownstone said: “You should never dismiss a romantic relationship with someone solely on the basis of their Sun Sign, Moon Sign or Ascendant – they may have other planets that match yours. It’s a whole science, and the longer you study it, the quicker and more precise you can come to conclusions.”

According to Aliza Kelly’s website, the famous astrologer, columnist and author has years of experience in astrology and has consulted thousands of clients on their natal charts. Bringing Kelly on board as Bumble’s resident astrologer could be the company’s attempt to enlighten members who may be misinformed about their zodiac signs.

All in all, if you’re told Geminis aren’t compatible with your sun sign, maybe talk to them first instead of excluding them with a dating app filter. Astrology addicts can now see zodiac content on Bumble – TechCrunch

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