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"Household chores" are a top priority for 94% of people on dating apps, according to @WhirlpoolUSA. So, they encouraged bachelors update their dating profiles, swapping gym photos for laundry photos instead. Creative. Strategic. Effective. I love the simplicity. Read: https://lnkd.in/eE2-pkxz via Marketing Dive #CreativeStrategy #CreativeMarketing

“Speaking of data-driven decisions, dating apps normally don't have a flat retention curve. What are the best solutions to deal with this, from your point of view?” Alexander Snitsarenko, thank you for the question (above) in my previous post. Product managers often obsess over the dreaded flat retention curve. But here's my take: fretting about it isn't always necessary in certain scenarios. Instead of fixating on individual user retention, let's take a broader view. Allow me to elaborate. Consider social media giants like LinkedIn, Facebook, and Instagram, where next-day retention can reach an impressive 95%. On the flip side, apps, particularly dating platforms, can see this figure drop by 15-40 percentage points. In our product strategy, we categorize churn into two distinct types: good and bad. Good churn occurs when a user's needs are met, and they gracefully exit the app. In our case, this means finding a partner and no longer requiring the dating service. Through our research, we've observed that users who experience good churn are more likely to: - Return to the app if their needs change in the future. - Recommend the app to their friends and peers. Interestingly, users introduced to the app through friend recommendations exhibit significantly higher retention rates on the first days of product usage, nearly 30% higher than those acquired through advertising. Thus, even if the specific user retention after fulfilling their needs drops, we can still see they might come back later. Additionally, these users become advocates, attracting more motivated and loyal users to our platform. Conversely, bad churn happens when a user departs without achieving their goal. Several factors contribute to this in dating apps, including: - Audience quality: How well the audience aligns with the user's preferences. - Audience saturation: How many potential matches are in the user's vicinity. - Technical issues in the product Your primary focus should be reducing of bad churn in your app and boosting retention rates for users who haven't yet found what they're seeking. To tackle this challenge, we've introduced innovative solutions, like enabling users to rate their interactions with others using multiple criteria. This valuable data powers our algorithms, enabling us to provide users with more pertinent match recommendations. So, what happens when we increase good churn and reduce bad churn? We witness growth in Daily Active Users (DAU) and retention. We segment our DAU into various categories, including: - New users (from recommendations, search and advertising). - Resurrected users (returning after prior usage, a subset of good churn). - Returning users (active user base). Even if retention of your returning users doesn't skyrocket as you'd hope, but your DAU expands, with an influx of resurrected and new users, it's a remarkable outcome! In such cases, the flat retention curve need not be a cause for excessive concern. Do you concur?

I joined a Dating App company as Marketing manager #ASO in 2022ish... and in the first weeks months , I learned - They were trying to lower the rankings of other apps by posting bad reviews (you read that right). - a healthy amount of budget was on keyword boost downloads - the biggest priority was to buy enough good/fake reviews to cover the bad REAL reviews. Other dodgy ideas they had was.... - Buying good fake reviews for competitors and then reporting them to Apple and Google. - Having a team of outsourcers sending messages to men to engage in conversation. - Sending a fake "hello" from real women users to male users, and once the message was sent, deleting it from the female users' inboxes to get male users to buy premium access to "engage with female users" - Faking the number of local "people in your area" to try to get people to sign up. When I left, I tried to contact Hinge Tinder , Bumble Inc. ..nobody listened. It seems I'm now a whistleblower... and to be honest, not only is the App Store a rigged game, but Apple and Google barely care. The dating industry is a disgusting pit (not very different from the app industry). What I find amazing is how common those strategies are. Companies still buy reviews, still pay for keyword downloads, trick their users... and in many cases, some of those "app marketing companies" that promote those strategies are the agencies and "app marketing gurus" you see at those "app conferences" where everyone smiles, pretending the rotten smell around the room doesn't exist. 😘

Tinder celebrates the season of making new connections with new brand film: Tinder has released its brand film made for India - ‘You Up’ as a part of the brand's global message “It Starts With A Swipe”. As the dating app aims to redefine the narrative around dating by exploring the possibilities that extend beyond the search for 'the one’, the brand film celebrates young adults using the online app to build new experiences and memories that bolster their own personal stories. The 90-second film releases ahead of the peak season for making new connections on Tinder (from Dating Sunday which falls this year on January 7 until Valentine’s Day on February 14) as singletons bring their new year energy and intentions into their quest for making new connections. Last year during this period, 58.7 million more likes were sent compared with the rest of the year.2     Conceptualized by Toaster, the brand film centers on a young woman who chooses a variety of first-date experiences without worrying about the outcome. Young 18-25-year-old singles, who make up more than half of Tinder globally, nowadays are ditching the pressure of rushing to a “happily ever after” and are Not Attached To Outcomes (aka N.A.T.O), a dating trend revealed by Tinder’s Year in Swipe 2023.  Crafted through the eyes of a young woman, the brand film's narrative highlights the dating adventures she encounters when using the Tinder app and explores who and how she likes to date. Whether it is a date that teaches her to dance spontaneously or a familiar face from the office, she is able to explore her individuality and fluidity with endless new experiences that await at every turn. Set to the track 'Zindagi Meri Dance' (My life is dance) by Vijay Benedict and Alisha Chinai, the soundtrack embodies the euphoria of putting yourself out there for all kinds of possibilities, syncing with characters’ dating experiences.  Anukool Kumar, Marketing Director, Tinder India said, “This campaign is a reflection of the new generation of daters who are embracing a low-pressure, zero-labels approach to dating that opens them up to new types of relationships. In India, 65% of 18-25-year-olds using Tinder’s Relationship Type feature say they are “open to exploring”, and a quarter (25%) using the Relationship Goals feature say they are “still figuring it out”.3 Tinder doesn't tell you who or how to date, but we empower all kinds of possibilities. With newly launched features like Tinder Matchmaker™, bringing your trusted circle into the dating journey, we remain committed to ensuring that Tinder continues to be the go-to platform for the next generation of daters in India.” The brand film is live across Tinder India’s social channels.  1 Internal Tinder data comparing 8 January 2023 with yearly averages. 2 Internal Tinder data comparing the period of 1 January to 14 February 2023 with yearly averages 3 Data… http://dlvr.it/T10gvY

#Tinder is targeting younger consumers by introducing weekly #subscription plans to tackle their apprehension to long-term #commitment. This move is in response to #GenZ and #Millennials’ preference for lower-priced and shorter-term subscription options—and #MatchGroup (Tinder’s parent company) found that younger users are comfortable with higher-priced, shorter-duration packages. As these generations are likely to cancel subscriptions before they go on too long and eat up too much budget, this option meets them in the middle. And weekly subscriptions have already contributed to Tinder's direct revenue, reaching $509M, up 11% year-over-year. Looking ahead, Match Group is aiming to explore #AI-driven #monetizationstrategies and expand into international markets to enhance #userexperience.

An app designed to be deleted? Hinge, the dating app designed to be deleted, had launched its first international brand campaign. The campaign features Hingie, the app's furry, googly-eyed icon, who dies in unexpected ways when two Hinge users fall in love. Hinge's unique value proposition: that it's the dating app that actually wants you to delete it. "We love Hingie, but we also love to see him destroyed, again and again," says Emily Heyward, co-founder and chief brand officer at Red Antler. The campaign is also a clever way to position Hinge as a dating app that is different from all the others. In an age when dating apps are often seen as being superficial and transactional, Hinge is positioning itself as the dating app that is serious about helping people find love. > Target audience: The campaign is targeting singles of all ages, but it has a particular focus on millennials and Gen Z. This is because millennials and Gen Z are more likely to be using dating apps and are also more likely to be open to new and innovative marketing campaigns. > Unique selling proposition (USP): The USP of the campaign is that Hinge is the dating app that actually wants you to delete it. This is a bold and unique USP that is likely to resonate with consumers. > Messaging: The messaging of the campaign is simple and straightforward: Hinge is the dating app that is serious about helping people find love. This messaging is also consistent with Hinge's brand identity as a dating app that is more focused on quality than quantity. The campaign has been well-received by both critics and consumers. Adweek called it "one of the most original and effective dating app campaigns we've ever seen," and The Drum said it was "a clever and refreshing way to position a dating app." The campaign has also been successful in driving brand awareness and app downloads. In the first month of the campaign, Hinge saw a 20% increase in brand awareness and a 15% increase in app downloads. - - #marketing #newblogpost #Hinge #casestudy #marketingcampaign #campaignsuccess #success #successfulcampaigns #blog #linkedingrowth #linkedinforcreators #business #marketing101 #campaignbreakdown

In a bid to broaden their user base and increase subscription revenues, mobile applications are pivoting towards premium subscription tiers. Leading dating apps like Tinder, Match, and Bumble are spearheading this trend by introducing premium tiers that could potentially cost as much as $500 per month 📲 💰 The shift toward premium tiers isn't exclusive to Tinder; other prominent dating platforms, such as Match and Bumble, are actively exploring strategies to sustain their revenue growth. They've noticed that users' interest in paid features has plateaued According to reports, one emerging strategy involves the introduction of weekly subscription plans aimed at enticing a larger audience to explore paid services. Match Group, for instance, has seen substantial interest in its newly introduced weekly subscription models. In the UK, there has been a notable 73% increase in the adoption of paid plans by Gen Z women on Tinder since the introduction of these weekly subscriptions in April. A similar trend has been observed on Hinge, another app under the Match Group umbrella, as well as Bumble. However, the drawback of weekly subscriptions is their potential for less predictable revenue, as users may subscribe for short durations and then cancel. 📱 🎧 To address this issue, companies are exploring premium tiers with higher price points. Match Group, for example, is gearing up to launch a subscription tier priced at $500 per month in the near future. Bumble, which already offers weekly subscription options, plans to test a premium tier later this year, alongside a more budget-friendly option tailored specifically for Gen Z users. Grindr is also experiencing positive results from its new weekly subscription option and is considering the introduction of more affordable choices as well as a premium tier. These premium tiers are designed to cater to individuals seeking a more personalized and precise matchmaking experience. While introducing these high-priced tiers, both Bumble and Grindr are also exploring the possibility of offering new, lower-cost tiers compared to their current subscription plans. It's worth noting that dating apps are not the only companies striving to adapt to the preferences of Gen Z users. In April, YouTube unveiled two new advertising options aimed at making it easier for advertisers to connect with this demographic. . . . #MobileApps #WeGrowAds #MobileTrending

This Indian Dating App Is Killing It On Social Media 👫I have used many dating apps since college especially Tinder and Bumble Inc. I never used much of Indian dating apps because none of them appealed to me enough and hence I couldn't trust them. 🔥 But recently I got recommended a reel on Instagram which had some really interesting and practical dating advice for men. Upon checking out the page I realized that it is the social media handle of Aisle where they consistently post dating advice reels. ❤️🔥 This is how Aisle is killing its competition by creating educational short-form content on Instagram and YouTube - 1️⃣ Their dating advice videos are recommended to millions of young men and women on Instagram. These people first get converted to their followers and later get converted to their users. 2️⃣ By providing valuable advice every day, Aisle is earning the trust of its followers. And the followers slowly start developing loyalty towards the brand because of the free value they get. 3️⃣ The face of their content has a very warm personality. You feel like all the knowledge is coming from an experienced person and hence you trust the source more. 💪Aisle is standing out from its competitors on social media. While their competitors are active on socials, their content is mediocre and generic at best. All these factors are not only helping Aisle become a viral brand on Instagram, but they also help them create brand value and get new users on their platform. 🚀 If you also want your brand to go viral on Instagram and Youtube, send me a DM right away. 💬 Which dating app do you use and why do you prefer it? Let me know in the COMMENTS! #socialmediamarketing #instagrammarketing #youtubemarketing #datingadvice #aisle #trulymadly #socialmediaagency #founder #startups

Subscription based apps work in a different way. For dating apps, its even more so. Unlike OTT or SaaS products that need to be recharged or renewed at the beginning of every month, dating apps are subscribed based on the whims and fancies of the individual. Hence a lot of dating apps, which are English first and targeting metros, push for yearly subscription and are also priced upwards of Rs 600 per month. But only 10% of their customers go for yearly subscription. So the correlation is that you require a large target audience (TA) for dating apps to work. In US that TA is 120mn, in China its 500mn, in India its 8-10mn individuals living in the big cities. And on top of that you have Tinder, Bumble and a whole host of other brands targeting these 8-10mn individuals. Bharat is different. There is a TA of 200mn thats non-English in the age group of 18-35yrs in 93 Tier 2 towns with hardly any choice and a UPI enabled 'micropayment' ecosystem (with sectors like gaming targeting the same TA and being successful) But Bharat also works differently. No more good looking models, car pool karaoke's or conversations on gender-fluidity, woman empowerment, climate change, mental health etc. Though there is a huge need to discuss all of the above, it just doesnt pass muster. What works in Bharat are class based aspirations and nationalism. About reclaiming the superiority of their regional dialects, about poking fun at 'woke' subjects, about knock-offs of international brands, about the number of iPhone 7,8,9 models in these towns, and about loving their state, community and country. One of our unexpected best serving ads is a Punjabi ad (released 3 months before all the latest brouhaha) that gets a girl to talk about how she wants a 'Punjabi' boy and not one settled in Canada or Australia. In this amazing country, you learn every day. In China, all their 1.4bn people speak one language - Mandarin. In India, the language and dialects change every 100-200km. And thats what makes it amazing and also inexplicable :)