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How Tinder’s Creative Marketing Swiped 57 Million Users Right?

Launched in late 2012, Tinder is one of the most used geosocial networking and online dating applications that allows users to swipe right or left to like or dislike other people’s profile based on their photos, bio, and interests. Tinder was built and launched under the start-up incubator Hatch Labs as a joint venture between IAC and mobile app development firm Xtreme Labs. We, at the best digital marketing companies in Delhi NCR, have found that the online dating platform has been able to garner over 57 million users globally with its creative, quirky, chatty, and bang on marketing strategies in less than 8 years, that engages customers, and leaves a lasting impact – while setting a brand image that helps find users its way back into using the app.

Achievements:

  1. In 2020, Quarantine became the World’s Largest Icebreaker on Tinder.
  2. By 2014, Tinder was registering over 1 billion swipes per day.
  3. 5.9 million Tinder subscribers pay for a premium Tinder Plus and Tinder Gold.
  4. Tinder app is used in over 190 countries and is available in over 40 languages.
  5. Tinder is amongst the top 7 lifestyle apps on Google Play Store and amongst the top 3 Lifestyle apps on Apple App Store.

Tinder’s Target Audience:
Integrated marketing communication agency found that anyone who is above the age of 18 and is single is Tinder’s target audience. Half of Tinder’s TG belongs to Gen Z, and hence, it can be seen in Tinder’s marketing style – Quirky, Moment marketing to tap and influence highly active social media users who are looking to find the right match.

target audience- tinder

Tinder’s Competitors in India:
As per Statista 2018 report, Happn, Truly Madly, Bumble, and OkCupid are the top competitors of Tinder in India, with Tinder leading the market share with a significant basis. Apart from these online dating applications, Aisle – a new Indian online dating app has entered the market in the last couple of years to give a tight competition to Tinder with its more authentic, credible and verified match making process!

tinder's competitors in India
(Source: Statista)

As the best digital marketing agency in Gurgaon, we can comprehend that Tinder has a better reach and acceptance in the market that it has garnered by implementing and launching market relevant content, and that it can further leverage its position amongst its users by reaching to Tier 2 and Tier 3 city audience base by going local.

Tinder’s Business/Revenue Model:
This online dating app offers a unique selling proposition, apart from its Freemium model, it also offers Tinder Plus and Gold. According to Businessofapps.com, Tinder has the Match Group has reported an average of 5.9 million Tinder subscribers, as of Q4 2019.

Tinder Plus- It offers premium features like Unlimited Likes, Rewind, 5 Super Likes a day, 1 Boost a month, Passport, No ads for $9.99 per month and $19.99 per month for users below 28 and above 28 respectively.

Tinder Gold- Users get access to all the same features that Plus offers, as well as exclusive access to our Likes You and Top Picks features for $29.99 per month.

Sponsored Profiles: Tinder earns a part of its revenue from this feature as it smartly camouflages the sponsored content/advertisements.

Boost: This is a paid feature that boosts users’ profile to the top profile in the area for 30 minutes. This increases the chances for a match for up to 10x more profile views and 3x more matches while boosting.
Tinder- boost post
(Source: Google)

Tinder campaigns that cracked the Indian Shy Market
India is a country that is developing not just economically but also mentally towards a more open and accepting community. People in India still shy away when they see couples – married or unmarried in open spaces being romantic. So, just imagine how they’d react to couples who are looking for an open or, to say, more casual relationship. So, to counter this common public feeling – Tinder India launched these 5 campaigns that cracked the Indian shy market, and garnered new users from different age groups.

  1. Swipe Stories: This campaign is an on-going campaign that was launched by Tinder to draw couple stories who met via Tinder! Several users have shared their stories using the hashtag, however, Tinder India also collaborated with Kaneez Surka and Kenny Sebastian to give this heart-warming campaign a push.

    #SwipeStories has over 2k personal posts from audiences filled with cute, quirky experiences!

    swipe stories- tinder
    (Source: Instagram)

  2. Single Not Sorry: The campaign – Single, Not Sorry launched in India with a series of social media ads featuring women from different backgrounds dating the way they want – and being unapologetically single!

    This campaign was taken a step further to establish that single people can do what they want to – whenever they want to, with these quirky social media posts launched and published not just in India but across the world.

    Tinder- single
    (Source: Google)

    Tinder- Single never go home
    (Source: Google)

    Tinder India also collaborated with several Indian influencers who curated personalized content to showcase how they enjoy their single lives. As the top influencer marketing agency, we have found that not just Tinder but several other brands have successfully leveraged Influencer Marketing in India, especially during the lockdown, and must continue to do further as they offer personalized content that engages the users.

  3. Eat Pray Swipe: This campaign by Tinder India in Collaboration with TVF takes the app experience of Tinder and portrays it in real life – swipe left or right, going on a date, finding someone else, and repeat!

    This is a relatable piece of content that is built around using the app and helps people connect with the experience of using the app. The video is sort of a demo that shows that the way we communicate has changed. Tinder taps into the psychique of its user base in India with this influencer/digital marketing campaign.

  4. Tinderlicious: Taking the experience of the first or 10th date to the next level, Tinder India partnered with Zomato to create a list of restaurants and cafes to visit on Valentine’s Day.

    Tinderlicious
    (Source: Google)

  5. Dice Media’s Firsts: In this web series powered by Tinder, Dice media has shared a different angle of love, life and relations. Tinder is all about love no matter what the gender, and so through his powerful series, Tinder has once again highlighted what it stands for!

Tinder’s Marketing across Channels:
Out-of-Home: One of the most important and common modes of marketing for several B2C brands to establish real, relatable remarks with the audience.

Out of Home- Tinder
(Source: Google)

ooh- Tinder
(Source: Google)

Social Media:
No brand can go without tapping on this very vital marketing channel. Today, there are over 200 million social media active monthly users, and brands. As the best social media marketing agency in Gurgaon, we believe that Tinder is one of the most influential brands in the Indian market, and with its content marketing strategy – it sets a benchmark without fail for other brands to follow. Here’s how:

  1. Instagram- Tinder has 89.8k followers on Instagram and has shared over 1k videos, images, reels and several stories for the people to engage with.

    Instagram- Tinder

    Tinder India time to time collaborates with content creators such as TTT (Terribly Tiny Tales) on the platform to share unique, true #SwipeStories-

  2. Twitter- The platform for commentary wars; Tinder is infamously known for its quirky comments and remarks on Zomato, Netflix and more. Tinder’s Twitter account is a palate of content that engages not just Tinder India users but people who are not on the platform – and yet are a potential target audience.

    Twitter- Tinder

    Tinder India keeps in mind its boundaries and never goes overboard to make its point. It just is always on the line and 200% relatable with its social media marketing – keeping the game of love, fund alive.

  3. Facebook-
    With over 1.5 million followers on Facebook, Tinder reaches millions of users via this platform. The online dating application not just shares posts, memes on this platform, but also leaves no chance to share long-form content for people to cherish.

    Tinder- Facebook

  4. YouTube:
    With over 18.6k subscribers, Tinder India has gathered a new milestone. Tinder shares several day-to-day experiences of couples via crisp videos, campaign stories such as #SwipeNight and #SwipeStories on this social media channel.

    Youtube- Tinder

Search Engine Optimization (SEO):
Every brand whether small or big must should never shun investing in SEO as per the best SEO services company in Gurgaon. Tinder India has leveraged its SEO efforts by going local, relevant, sharing trending content and not leaving any opportunity to add Effective C-T-A (Call to Action).

Conclusion:
Tinder India never leaves a chance to act like a person. Tinder has its real identity and loves to voice its heart opinions – whether it is about loving people of a different gender or the same, of being single unabashedly, and some real life stories where it acted as a cupid!

Tinder has left no stone unturned to create a brand that is so true to what it offers by being open, quirky, relatable and on-spot every time! It never shies away from getting into content wars with other platforms such as Netflix, Prime, Zomato and what not!

Without a doubt, Tinder India makes social media marketing or any other form of marketing more authentic – not like other brands that just put up creative to talk about their products and offerings. Because of this communication style, Tinder India has been able to garner such a huge loyal follower base. Also, Tinder’s communication fits right where the needs of its potential audience lie without hurting any sentiments!

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