I've always had the most success when my profiles were a combination of brief, upfront, and fun. Whenever they were longer and leaning more on the derious side, my success was lower (this goes for pictures as well). It's kind of like "put out the energy you're trying to attract".
I'd say because it's not easier just for us guys. One of my cons for Tinder is that if gives guys that normally wouldn't have it false courage, in turn giving chicks that would normally be wishing guys would approach them more all they can handle and throw aside... so I guess it's not so much easier, but accessible. If you struggle with women in real life, Tinder isn't going to automatiaclly change that and if you're good with them, then it can be like shooting fish in a barrel.