Soon enough, we will be swiping right for our news content.

Earlier this month, the female-led dating app Bumble announced that it would be diving into the world of content creation by establishing its own media brand. This isn’t necessarily a surprise, given that the app has expanded in recent years to offer networking opportunities and friend meet ups.

Still, launching into a full media brand is a big move for them.

What this indicates for those of us in media is a new era of content creation, where social apps need to expand beyond their original function and not only provide a service but also compete with numerous news sites on the Internet. The transition for Bumble makes sense though—they have a delightful Instagram account that shares photos meant to empower its female audience so it’s safe to assume that Bumble’s media company will stay on that same message. (Former Forbes writer Clare O’Connor is leading this effort as Editorial Director. Her portfolio includes coverage of workplace equality, female entrepreneurs and diversity in tech, so right on target for Bumble’s brand.)

The question now is how the PR industry will adapt to these niche millennial media companies (and keep them straight)?

The answer: treat them like a trade publication, but for a specific message instead of an industry. Continuing with Bumble as an example, it’s safe to assume the audience will be predominantly young, female professionals. An article published there would reach a pretty vast audience of millennial women so think of ways to leverage these websites with content that will move this audience. And keep this strategy in mind for other apps, because if dating apps are in the content business, others won’t be far behind.