Bumble (NASDAQ:BMBL) and Meta‘s (NASDAQ:FB) Facebook might initially seem like very different companies. Bumble’s namesake product, which served 1.5 million paid users in its latest quarter is a female-oriented dating app that lets women make the first move. Facebook, the world’s largest social network, connects 2.9 billion monthly active users (MAUs) to their coworkers, friends, and family each month.
But if we take a closer look, some similarities start to appear. Bumble’s BFF feature for platonic friendships is gradually evolving into a social network. During last quarter’s conference call, it teased the expansion of BFF into a “metaverse” for new user-created communities — which sounds similar to Facebook’s virtual and augmented reality plans for the metaverse market.
Meanwhile, Facebook launched Facebook Dating, a free dating feature for its social network in the U.S., over two years ago. But it hasn’t meaningfully challenged Bumble or Match‘s (NASDAQ:MTCH) Tinder yet — presumably because most people still don’t associate online dating with Facebook.
These two companies certainly aren’t direct competitors yet. But over the next few years, could Bumble evolve into a smaller, female-oriented version of Facebook and gain a foothold in the saturated social networking market?
How big is Bumble BFF?
Bumble doesn’t disclose exactly how many people use BFF, but it’s dropped a few hints over the past three quarters. Back in May, Bumble said the average time spent on BFF had increased 44% for women and 83% for men. It also said more than 90% of women who initiated contact on BFF in March had found at least one match. CEO Whitney Wolfe Herd said those metrics highlighted a “huge opportunity” for users who were seeking out “community and friendship through many life stages.”
In August, the company said that 10% of Bumble’s users were also using BFF as of the second quarter. In November, it reported BFF’s MAUs had risen 45% year over year in the third quarter — which outpaced the 20% year-over-year growth in paid users on Bumble’s main app.
Bumble doesn’t regularly disclose its combined number of free and paid MAUs, but its IPO filing revealed that its main app served 12.3 million MAUs as of last September. Based on all those numbers, we can estimate that BFF has roughly 1 million to 2 million MAUs.
However, that’s a drop in the ocean compared to Facebook’s 2.9 billion MAUs, Pinterest‘s 444 million MAUs, and Snap‘s 306 million daily active users (DAUs). Bumble also hasn’t monetized BFF yet — it’s only vaguely hinted at ads, virtual goods, and cryptocurrency payments for the platform in the future.
Understanding BFF’s growth potential
In May, Wolfe Herd said BFF’s users were forming new communities for young professionals, parents, divorcees, women who were going through menopause, and other granular groups. She also said Bumble would relaunch BFF as a blockchain-powered privacy-oriented platform in the near future.
The company hasn’t relaunched BFF yet. But …….