Covid measures are making their own adjustments to people’s communication. There is less and less opportunity to communicate in person, but more — in the Internet space. This fact dramatically changes the behavioral habits of a person, focusing on improving the skill of online flirting.
Despite all the shortcomings of daiting applications (of which there are plenty), dating programs have made it much easier to find new friends and partners. Just a few years ago, couples who met online were embarrassed to go public with their humble internet endeavors, but now it’s become the norm.
In fact, a 2020 Pew Research Center report found that three out of every 10 Americans have used a dating app or site, and nearly 40% of online dating is in a serious relationship with someone they met online.
Also, the niche of dating apps uses new monetization mechanisms: what is advertising integration, what is a monetary payment for the opportunity to place a profile or like it.
Tinder
If you haven’t dropped out of social media life since 2012, you’re probably familiar with Tinder. Tinder is a dating app that gives you a lot of initial options. If you like someone, you can swipe right to indicate your interest. No — to the left. Everything is simple. Once a match is established, you can start exchanging messages two-way.
Since the first launch, it has been downloaded over 430 million times, and the more people, the more potential dates.
Now the capitalization of the company is 40 billion dollars. All through advertising and membership fees for advanced functionality.
How does Tinder engage new users?
Maintaining a connection between people
«You’re not for everyone» slogan and mixed media approach based on hero’s video to air and stream TV in the US and UK
Drawing inspiration from Gen Z, which makes up over half of Tinder’s user base, You’re Not For Everyone was created to more authentically reflect the dating generation mentality.
«Tinder has always been a place of discovery where you can break out of your bubble and meet just about anyone. Joining the brand at a time when a new generation is reimagining relationships and how they meet new people was inspiring,» he said. Felix, who previously led marketing strategies for Old Spice, KFC and Pizza Hut.
HER
HER is the most popular queer dating app with 8 million users, created and designed for lesbians and queer women. It’s partly a dating app, but also a social network. You can view profiles, send likes, find matches, and send messages. You can use the app to make new friends or talk about things that matter to you. HER also hosts parties and events in 15 cities, including Los Angeles, New York and London, so users can meet likes in person.
They chose a very bright and aggressive PR campaign. Bright and catchy instagram, as well as provocative videos.
https://www.instagram.com/stories/highlights/17853781561919407/
Collaboration with tailoring of underwear and tracksuits:
BUMBLE
Bumble is a dating app where women (straight women) make the first move as soon as the match is successful. Girls have 24 hours to send a message before the match expires. As of January 2021, Bumble has over 42 million monthly active users, making it a great alternative to Tinder in terms of dating pool size. It is ideal for those who are confident and who have no problems with leadership.
If you just want to meet people and find new friends near you, then Bumble also has a BFF option.
They partner with Spotify and create their own playlists, which helps them find their users.
MATCH
Match has been around since 1995. Users are asked to answer a series of questions about themselves and their preferences. The matching algorithm will then present you with people they think would be suitable candidates based on your answers.
If you’re interested in finding a serious relationship, Match is definitely worth a try due to the rigorous match checking process. Match has long built up his base of good customers who recommend this app.
For Valentine’s Day, Match and the Global Wildlife Conservancy and the Bolivian Amphibian Initiative teamed up to raise $15,000 to help prevent the extinction of the Cejuencas water frog. The goal of the Bolivian Amphibian Initiative was to use the money for 10 expeditions to places where the species was once common.
Match created a profile for Romeo the Frog in which he opened up about his plight and shared some fun details about himself, including that he’s never married, he definitely wants kids, and he loves to eat and spend nights at home.
Hinge
The basics of Hinge are very similar to Tinder. When you register, you are provided with a list of other users according to the criteria you specify (age, gender, physical proximity to you); if you like them, and your parameters to the opponent in response, then you are suitable for each other and can send messages. In both apps, you create your profile by importing photos and other personal information from Facebook.
But that’s where the similarity ends. While Tinder gives you a never-ending stream of users closest to you, Hinge only gives you a list of your favorites. Previous versions of the app showed users new potential matches once a day, but now matches come in regularly, like Tinder, but with fewer.
The main difference, however, is that Hinge focuses on matching you with the people you share friends with on Facebook if you have an account. In Tinder, you can limit the users whose phone number you have, while Hinge works differently — it brings people together from the «common company»
Hinge made a good marketing move — real face-to-face meetings with the Let’s Be Real campaign in New York.
According to AdWeek, creative agency Barton F. Graf wrote ads based on this information and «added links to specific sites that link each ad to its location.» For example, mentioning a bar nearby. Ads appeared on walls and phone booths in the West Village, Soho, Williamsburg and other areas.
STIR
Stir is Match’s new dating app for single parents. You start by creating a profile that allows you to show off your personality a bit. The app asks you a series of questions such as “At a social event, do you tend to…”, “It’s Sunday morning and I…”
It then asks more personal questions related to dating and kids, such as «When will you introduce your partner to your kids?» and “Are you ready to have children with a new partner?”
Like other group dating apps, Stir is easy to use. You are presented with several options in which you can click on the heart icon to “like” someone, or click on the “X” to go to the next one. Once you find a match, you can start messaging. The app also has premium features that include profile boost and the ability to see who likes you so you can instantly find matches. Since the app is new, you won’t get as many people as in others. But it is definitely worth a try if you’re looking for a divorced parent who’s in the same boat as you.
Everything related to Steer’s PR campaign is advertised by the main company Match on its other Internet resources.
Thus, there is a huge variety of applications for different groups and minorities that help users create relationships. These applications are becoming more and more popular every year, and, consequently, they bring more and more income. The main stream is ad integrations, which share the «first place» with paying users for advanced features. Further — membership fees for registration.