Brooks says it’s something that isn’t often discussed, but the traditional way is for these websites to spend their way to growth via pay-per-click advertising and paid acquisition, as well as SEO and content marketing.
Companies with more money are able to advertise on TV where they can “go big or go home,” he says.
For some reason, apps are more sharable in online dating.
You wouldn’t generally talk about Match, but on Tinder, you’d just show it around and talk about the experience.” How do these dating platforms grow?
IBISWorld reports the online dating industry was worth billion in 2015 and poised for even more growth.
Industry marketers have proverbial dollar signs in their eyes and are trying to figure out how they can become relevant to users in unique ways.
After about six months, the team translated that storytelling model to TV—and it was a hit.
Langston refers to TV as e Harmony’s “magic formula,” a method that helped them gain more users than any other medium at the time.
Pew Research Center reports that while few users were online dating in 2005, 15% of all Americans have used online dating sites or apps at some point as of 2015. Pew also recently reported that the share of 18-to-24-year-olds who use these platforms has nearly tripled from 10% in 2013 to 27% today.Marketing has been a true difference maker in the industry, playing a key role across each site that has reached a critical mass of users.How have these marketers made a difference and created a service few ever thought they would need?According to Brooks, Tinder’s explosive popularity changed the face of internet dating with its launch in 2012.The app grew from college campuses, Brooks says, as the company used a marketing program to entice “campus connectors” (or the “popular kids,” as he deemed them) to spread the word. “It’s such a hotbed on campuses that you can get these things to take off on campus with the right story and the right product. It’s one of the few dating apps that’s truly sharable.He’s worked with websites like Plentyof and and has seen the industry through multiple eras, from the early days of online personals to companies scrambling for mobile relevance.