Missed Connections: Dating Apps and Advertising

Thanks to a variety of dating apps and websites, more people are logging on to find their perfect match. With millions of people using some form of dating app or website, there are a variety of different user groups you could be targeting with your ad sets. Each dating app is different, fully understanding their key demographic can help you determine where to focus your efforts. Today we’re going to be analyzing the top dating apps and sites to determine which site will take your advertising campaign to the next level.

Match.com

It’s no secret that Match is one of the most popular dating sites around. With 23.5 Million users, Match has helped thousands of people connect with one another over the 20 years since it’s original launch. According to their website, Match’s main users are older and more established than it’s dating app counterpart Tinder. 48.6% of users are within the ages of 30-49, and 26.5% are above the age of 50. They also state that the 50+ age group is the fastest growing demographic on the site. Therefore if you’re trying to reach a younger demographic, Match is probably not the best start. Since Match is available to users through app and website form, you are able to serve ads through traditional banner ads, while targeting your key demographic.

Tinder

Often catching a bad rep for being known as the “hookup” app, Tinder has taken over the world of dating apps growing to a whopping 50 Million users. The casual and convenient “swipe right” app has paved the way for online dating in younger demographics, with 52% of users falling within the 18 to 29 age range. Men also dominate user profiles with 62% of Tinder users identifying as male.

Thanks to the revolutionary profile cards that have paved the way for apps such as Bumble, you can create branded profile cards that serve as ads within the app. These profile cards can be served in the form of a profile card highlighting current specials, events, or products. Once the user has been shown the profile card they are then prompted to swipe left or right forcing the user to engage with the advertisement before returning to the browse page. These cards allow the brand to create profiles that are native to the UI, as well as being presented with exclusive content or promotions if they "swipe right." These profile cards can be presented into a variety of forms such as videos, polls, and full creatives and use programmatic techniques to determine the best users to target.

Bumble and Coffee Meets Bagel

In comparison to other dating apps, Bumble and Coffee Meets Bagel strive to put the woman first. Both of these apps work to put the woman in control of the conversation, eliminating downfalls in dating apps that women often recognize. Keeping the same "swipe right" interaction, Bumble places power in the woman's hands allowing the Woman to be the only one to start the conversation. 46% of its users are women and 63% fall within the 18 to 29 age range. In contrast, Coffee Meets Bagel ditches swiping and uses an in-depth algorithm to provide women with data-driven matches based on similar interests. Coffee Meets Bagel has the second largest proportion of Women, 1% below Christian Mingle, with 57% of users identifying as female. The median age of users is 30, providing a site catered to women with an older demographic than Bumble.Bumble currently only makes money through subscriptions and strategic partnerships with brands, however, it recently announced that it is exploring the idea of introducing advertising to the platform. With different modes such as Bumble Date, Bumble BFF, and Bumble Bizz, implementing advertising would allow multiple opportunities for different types of businesses to showcase their products.No two dating platforms are the same, each platform has unique users just as each advertiser is looking to tap into a unique audience. Don't swipe left on dating advertising, start targeting your key audience through online dating platforms today.