The Hustle - 💕 How to get rich playing cupid

Happy Trends Tuesday!

Today we’ve got:

• 1 trend alert

• 1 piece of operator wisdom

• 1 productivity hack

Let's get to it.

🚨 TREND ALERT

Human-led matchmaking is having a modern resurgence (oh, how the pendulum swings).

Take a look at the rising interest in Tawkify, for example. It’s a US-based, high-end matchmaking service with packages that range from $4k to $70k:

Its success lies in the human component: While AI is used to generate an initial broad pool of matches, the process is then handled by a personal matchmaker.

Where we see opportunities:

• Beat them at their own game. While interest is climbing, the platform doesn’t appear to be addressing ongoing concerns. A quick scan of Reddit reviews highlights where Tawkify needs significant work.
  
  
• Widen the net. Tawkify is US-focused, which narrows the dating pool considerably. You could include international members, or even replicate the entire model in a different country.
  
  
• Niche down. Tawkify’s largest target market is older millennials. Younger generations have very different dating needs (e.g. Gen Z are the pioneers of flexible dating definitions). As younger generations age, there will likely be demand for niche matchmaking platforms that can cater to their needs.
  
  
• Training matchmakers. Online courses to become a “certified” matchmaker (the space is currently unregulated) go for ~$3.5k. Therapists and dating specialists could develop their own courses, with focus on niche communities (LGBTQ+, for example).

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🧠 OPERATOR WISDOM

Trendster Jorden Souza has virality down to a science.

Organic marketing campaigns for her ecommerce store have accumulated more than 30m views, and she has 413k followers. Jorden also runs The TikTok Lab, a newsletter where she breaks down viral TikToks.

Here’s her advice on engaging your audience and conquering the algorithm.

1. Study your niche. TikTok puts every account in a category, and it’s usually beneficial to stay in that category. Set up your profile with a clear focus to start, then use the FYP or search filters to see what’s working for others.
   
   
2. Stop the scroll. You need a hook, something that will make people stop to watch your video. Possibilities include:
   • Eye-catching movement or objects
   • Unexpected combinations (e.g., an old man on a playground slide)
   • A title/caption that creates curiosity or challenges assumptions (e.g., “I have worked as X for Y years. Here is why I would never Z.”)
     
     
3. Go invisible with your CTA. An “invisible” CTA is a subtle way of getting viewers to act without making the video feel like an ad. For example, a video showing someone making jewelry, that ends with them on their laptop, and a caption that reads “checking for orders” - a hint for viewers to make an order themselves.

🔥 PRODUCTIVITY HACK

Have you ever felt that indescribable rush of being completely focused on something you actually enjoy doing? 

Time stops moving, distractions fade away, and you’re more creative than ever. 

That’s your flow state — and it’s powerful but notoriously hard to harness. 

We sat down with a neuroscientist who dedicated her career to understanding how we can train our brains to find a flow state quickly and efficiently. 

Read more about how to get in the zone on The Hustle blog. 

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