Five marketing that is content from online dating sites and apps

Five marketing that is content from online dating sites and apps

Dating web sites often view a increase in traffic between brand new Year’s and Valentine’s Day.

But it is not only the dread of 14, aka ‘singles awareness day’, that gets people signing up february.

As internet dating solutions become ever more popular – with 15per cent of all of the US adults apparently having used one – these websites are cleverly making use of consumer need.

While many bigger online dating sites count on tv or PPC marketing, good old fashioned content advertising stays a terrific way to attract a clientele.

Here’s a review of merely a examples that are few. Also to get the full story with this topic, check always away these Econsultancy resources:


OKCupid had been one regarding the online that is first internet sites to make use of content to operate a vehicle its general strategy.

The initial incarnation – OKTrends – had been run because of the business’s co-founder, Christian Rudder, who utilized their mathematical history setting the tone of this blog.

Basically, he switched data and user information into fascinating articles, creating interest that is huge on line visitors generally – not only those having its primary relationship solution.

The blog has changed, however data and insight from the dating community remains at the heart of its content since being acquired by

In addition frequently articles bigger features, built to poke enjoyable during the perils of contemporary dating. One example that is recent the amusing ‘Dictionary when it comes to contemporary Dater’, available on its Medium weblog. Handling to pun intended cliches of online dating, it makes use of relatable humour to engage and amuse visitors is another website that utilizes information to tell its content, mostly for its‘Singles that are annual America’ research, which surveys over 5,000 United States singletons to produce informative and in-depth infographics and websites.

This past year, the ‘Clooney Effect’ had been the most effective bits of content to arise, afterwards being acquired by a wide range of much talked about writers particularly Glamour and company Insider.

Stemming through the statistic that 87percent of males would date a lady whom made ‘considerably more income’ than them (like Clooney along with his extremely effective spouse, Amal Alamuddin) – it built on themes of positivity and empowerment to create interest. By having a reported 38per cent rise in traffic across the duration the research had been posted, the outcomes talk on their own.


Unlike the examples that are aforementioned eHarmony depends on emotive storytelling in place of data.

Having helpful and thoughtful words, it is designed to stem the worries and general stigmas that surround online dating sites, making use of advice-based articles to push enrollment from the main website.

While many have actually labelled its type of content as patronising, one area in which eHarmony undeniably succeeds is within user-generated content. The ‘success tales’ web page of its site is full of good reinforcement, cleverly deteriorating content into different groups to a target a wide array of demographics and backgrounds.


In only two quick years, Tinder acquired a lot more than 50m users – a feat that will possibly go right down to its shrewd usage of third-party integration.

By allowing users to sign up making use of their Facebook login, it cleverly cuts through frustrations of old-fashioned relationship sites, motivating a more youthful market to down load and employ the software.

Unsurprisingly, Tinder can be one of the better samples of how exactly to make use of social media marketing to engage users. Not merely does it incorporate social on its application (now enabling users to cherry-pick the Instagram pictures it also populates its own social media with interesting, humorous and decidedly tongue-in-cheek content that they would like to show on their profile.

As an example, its Facebook web page constantly drives interest. This past year, a Valentine’s Day post created over 58,000 loves, 9,600 stocks, and 2,900 commentary – being released over the top with regards to of engagement for on line online dating sites.


Dating software, Hinge, has turned its straight back on ‘swipe culture’, recently presenting a model that is subscription-based assist users develop significant connections. Options that come with the application, unlike Tinder, may also be made to resonate for a much deeper degree. For instance, users have to ‘heart’ particular areas of another’s profile like the book they’re presently reading or their go-to karaoke song.

Hinge also develops on its placement as ‘relationship app’ in place of a dating application to notify its wider content advertising.

A email that is recent, launched with time for Thanksgiving, asked users just what these were thankful for.

Employing a regular theme alongside a message of appreciation – it had been a clever exemplory instance of simple tips to make use of content to strengthen brand name values and reignite individual interest.

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