Sixteen years later, he’s the vice president of brand marketing for that startup, e Harmony, which is now one of the most successful and largest subscription-only dating websites on the market How did e Harmony grow from a startup with no users to a mammoth with 45 million users? In fact, things were pretty bad in the first couple of years, Langston says, as the company relied solely on PR and online marketing and could initially only manage a “small trickle” of users.
With its minute base, e Harmony became “good at apologizing and asking people to hang in there” while competitors continued to enter the market.
This makes sense, as Global Web Index has reported that 74% of location-based dating app users, as of the 4th quarter of 2014, were in urban areas. Happn says it is adding 1.5 million users each month across the world (150,000 to 175,000 in the U.
S.), with an expectation of 30 million total users worldwide by the end of 2016.
Even the boomers are getting in on the action, with online dating user share doubling from 6% in 2013 to 12% today.
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.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.Those who both swipe right on each other can begin a message conversation.