💘 How Creators Are Playing Cupid for Dating Apps

Bumble is teaming up with Amelia Dimoldenberg, the brains behind Chicken Shop Date, a YouTube show known for its hilariously awkward celebrity interviews with stars like Andrew Garfield, Billie Eilish, and Burna Boy.

Why Amelia? Because she’s funny, relatable, and embraces the awkwardness of dating. That’s why she’s a great fit for Bumble.

Let’s be real, you don’t want a supermodel like Bella Hadid to give you dating advice — unless you’re Raya.

Bumble Inc. is creating content with Amelia throughout 2025 but their relationship goes back to 2020, when they worked with Amelia to host a Valentine’s dinner in London. That multi-year relationship makes Amelia more likely to stick with Bumble vs. Tinder or Hinge.

Dating content has always found a natural place on social media. For example, Tinder is working with Stef Dag, the host of Hot and Single, an Instagram show built on the chaos of modern dating. If you’re a dating app and not working with a creator, you’re already behind.

Bear in mind, Bumble’s share price is down 90% over the last five years and the dating app landscape is more competitive than ever. Bumble isn’t just creating cool content with Amelia, they’re betting on this strategic relationship to help them stand out.

The big question is how Bumble activates this relationship. Amelia is a massive talent with serious career potential, and they should be thinking long-term. If I were Bumble, I’d go all in — building a full-on series, micro-dramas, and deeper storytelling around her.

The smartest brands won’t just treat creators as billboards for one-off ads. They’ll treat them as long-term business partners.