Should My Business Be In a Relationship with The Dating Apps?

    David Thomas

    Dating brands have come a long way since the early eHarmony days and despite your relationship status, you’ve probably interacted with the interface of mobile dating apps like Tinder and Grindr when socialising with your single mates.
    But are mobile dating apps a credible marketing investment for your brand or a seedy battlefield that’s sure to tarnish your reputation?

    The meat behind the profile swipe

    At the tender age of 18 months, 100 million users play on the Tinder platform daily. The application receives 750 million swipes a day, makes 100 million matches on a daily basis and is estimated to receive 1 billion daily user profile views by April 2014.
    Grindr celebrated its 5th birthday this week and from a survey completed by users to mark the milestone, they unleashed some insightful user statistics. Notable mentions from this data included the news that 51 percent of users are in their twenties, the reveal that 80% of Grindr users are single and the announcement that 3.1 million photos get sent daily via the Grindr platform.
    It’s clear from the above statistics that dating app platforms are the new digital space to engage with lucrative consumer audiences. Plus with an average Tinder and Grindr user spending 60 minutes of their time on the platform, it’s clearly a digital accessory that is quickly becoming as essential as lip balm.

    How could dating foreplay benefit my brand?

    Dating applications provide brands with a wealth of influential core audiences, they are accessible and like social media the core purpose of their being is engaged connection.
    Innovative campaigns that integrate these dating apps are beginning to be unleashed upon active digital dating connoisseurs. On these platforms, brands can interact with core demographics and encourage greater brand exploration across multiple digital and traditional marketing channels.
    US television shows The Mindy Project and Suits both activated live Tinder profiles for core characters as a PR tactic to promote new season premieres and ensure their target audiences were tuning into their shows. New Zealand television network TVNZ took a similar approach, unleashing a series of Tinder profiles featuring everyday females who throughout their connections with males slowly turned into decaying Zombies. This social PR stunt ensured that male users aged between 18-49 years old, tuned into series four of The Walking Dead.
    generalpantsGeneral Pants became one of the first Australian advertisers to embrace the advantages of Tinder for brand awareness when they launched the “Get in my pants” campaign. The retailer used Tinder activity to drive traffic into their physical stores offering a 20% discount to all customers who showed their Tinder profile in store. Not for profits are also taking advantage of the dating platforms meaningful connections with audiences. Organisations such as Beyond Blue have invested significant advertising spends into banner advertising on all Grindr messaging. Amnesty International teamed up with Tinder in the lead up International Women’s Day in March, encouraging women to pledge their support for gender equality by uploading a new profile photo linking through to the campaign website and Queensland Health have just launched a new sex acronym SSO (Safe Sex Only) to battle the war against HIV in the Sunshine State.

    But how will my brand secure a second date with my consumers?

    Like any digital platform, not every brand will successfully find a unique voice on the dating apps. Yet with creative innovation and by leveraging the 5% daily user growth on platforms such as Tinder and Grindr the opportunities are endless for a brand to get consumers engaged, interacting and visiting their brands physical or digital offerings.
    Besides, when you think about it advertising spaces have been featured alongside lonely-hearts columns since the newspaper printing press revolution. So the pair were the perfect match well before Tinder and Grindr vibrated our palms.
    I guess the only question left for you to ask your brand now is, are you ready to go steady with the dating apps and brave enough to begin taking one of the most active user audiences on first, second and third dates? We’d love to hear your comments on how you plan to serenade the dating app market below!