Hinge x Substack: Creativity as a Love Language

When dating app Hinge and newsletter platform Substack joined forces for the "No Ordinary Love" storytelling series, it wasn't just another brand campaign-it was a quirky, creator-powered pivot that signals a new era for both big brands and independent voices. This collaboration is more than a marketing move; it's a cultural experiment that puts creators in the driver's seat and challenges the conventions of branded content.

Gen Z isn't swiping right on the same old love stories-or marketing tactics. Hinge, recognizing the shifting landscape of modern relationships, turned to Substack to launch "No Ordinary Love," a serialized anthology featuring real couples who met on the app and contemporary writers like Jen Winston and Hunter Harris. The initiative is guided by a principle that feels almost radical in big-brand marketing: "building with, not for." Creators aren't just amplifiers here-they're equals, bringing insights and authenticity that brands alone can't manufacture.

Unlike traditional email marketing, Substack is designed for community and conversation, not just conversion. For creators, this means more freedom to tell stories their way, without the heavy hand of algorithmic feeds or brand mandates. For brands like Hinge, it offers a chance to genuinely connect with audiences who crave substance over sales pitches. As Christina Loff, Substack’s Head of Lifestyle Writer Partnerships, puts it: “Success comes from bringing a strong, original perspective-not just using the platform as another promotional tool”.

The "No Ordinary Love" series doesn't just showcase picture-perfect romances. Instead, it leans into the messy, imperfect beginnings and awkward misreads that define real relationships. Writers are given creative freedom to interpret couples’ stories, resulting in narratives that resonate with Gen Z’s desire for authenticity and representation. The campaign even extends into the physical world, with limited-edition zines and book club events in New York and London, further blurring the lines between digital and in-person connection.

For creators, collaborations like Hinge x Substack are a win. Not only do they gain access to larger audiences and resources, but they’re also treated as cultural contributors rather than mere content producers15. The partnership has included photographers, designers, and writers who are selected for their genuine connection to Gen Z perspectives, giving them a platform to shape the narrative around modern love14.

For brands, Substack represents a shift from transactional marketing to relationship-building. Early adopters like Tory Burch and The RealReal have found success by embracing editorial storytelling and collaborating with Substack creators, rather than relying on traditional ad tactics. The resource investment is significant, brands need creative teams and long-term commitment, but the payoff is a deeper, more meaningful connection with their audience.

The ripple effects of these creator-brand collaborations are already visible. For instance, Gen Z couple Carla Troconis and Jack Revkin, who met on Hinge, went on to create a film together, demonstrating how authentic digital connections can fuel creative projects beyond the screen.

Hopefully, we will continue to see more brands value creators and support innovative projects, whether through marketing or events.

---Articles Referenced in this Blog---

•  Forbes: "Hinge Finds A New Love Language For Gen Z: Substack And Creators"
•  Milkkarten: "Why Brands Are Posting on Substack"
•  Bar Harbor Story: "From Hinge to Film Shot on MDI, Two Gen Z Creators Focus on Raw ..."
•  Hinge Press: "'No Ordinary Love': New Hinge Campaign Explores Emotional Plot ..."
•  Creativebrief: "Hinge banks on lasting love in the age of algorithms"

About the Author

Nikki Lopez is a seasoned professional with over a decade of experience in the startup world, specializing in leveraging creative content and community building to empower content creators. Known for a strategic approach and a deep understanding of audience needs, Nikki has a proven track record of leading the development of engaging content strategies and guiding the growth of thriving communities. Her leadership focuses on fostering meaningful interactions and impactful journeys for both creators and their audiences.