Tinder has changed the way in which people approach dating around the world, not least of all for the Millennial generation. Tinder sits under Match.com who in turn are owned by IAC. Yet Tinder is often regarded as bringing little direct monetary upside to IAC’s stock. Instead the approach focuses on getting users on Tinder in the hope that eventually they will end up on Match.com paying the current £29.99 for one month fee (excluding those Tinder success stories).
However, Tinder has, in recent times decided to try its hand at native advertising on its dating platform.
Tinder’s latest venture has seen it partner up with Interscope Records’ artist Zedd to promote his new album. Any user who swipes “yes” to Zedd’s fake profile receives a link to download his new album.
Jason Derulo did a tie up with Tinder earlier in the year driving users to a YouTube music video via a fake profile. According to sources the campaign was a huge success with over 1.1 million people swiping right (liking him) in just 3 days and beyond that 14% of those that liked the profile also clicked the link in the profile which took them to iTunes.
If you think about exactly what an advertising campaign like this is doing you can begin to see the huge potential it can have for brands. The user who swipes right has made a connection with a brand representative or artist. There is marketing value in the element of recognition and users telling others about the discovery has a huge amount of promotional clout. All in all, Tinder offers an immersive and direct connection between the brand and the consumer.
In May this year Twentieth Century Fox launched a campaign on Tinder for its new film Spy. Four of the characters were given fake Tinder accounts and anyone who swiped “yes” could RSVP to attend a local early screening of the film which is happening in 50 cities. According to AdWeek, Fox’s theatrical marketing president said that “With straight mobile advertising, you don’t really get an ROI other than a click-through […] With this, we’ll have a pretty good idea of how many people signed up.” On top of this Tinder will record the amount of left and right swipes for brands, providing a new source of data on brand engagement.
Budd Light in the USA was the first brand to cash in on using Tinder for ads. Anyone who was 21 or older who matched with a Bud Light had the chance of winning a weekend trip associated with the brands broader “Whatever USA” campaign. These ads used video. The key to it, said Bud’s director of marketing, was creating a bespoke video specifically for the Tinder platform and not just using TV footage and dumping it on Tinder.
Sean Rad, founder of Tinder backed this up with his comments:
“If you think about the way Tinder works, with ‘like’ and ‘pass’, we have a really amazing signal for advertisers, […] We’re being careful to respect our core experience for our users, which ensures that we can give that data back to our brands in a really valuable way. The response so far has been off the charts. You won’t believe how many people will swipe right if the content is high quality.”
With predictions that Tinder will grow its user base to 30 million this year the potential for campaigns such as this is only set to increase.
What is interesting is that on numerous occasions Tinder has said that these are not actual ads and are instead partnerships, which fuels questions about whether Tinder are concerned about the impact that advertising on the platform could have on user experience and engagement. Equally, it remains to be seen whether the use of advertising will have any profound impact on the revenue of the dating app or whether in fact the value for brands is way ahead of any reward for Tinder itself.