Since its rollout in 2012, Tinder has evolved to one of the most popular mobile dating apps worldwide. Today, the site boasts of over 20 billion matches across 196 countries, according to its website. Other statistics stated that the users swipe 1.6 billion times per day and plan 1 million dates per week. For singles, Tinder eases the process of looking for love or casual dates by providing them with a safe online platform to meet.
Tinder, like many other mobile apps, uses influencer marketing to raise brand awareness. Here’s how Tinder joined forces with social media influencers to endorse the takeoff of its new-fangled Reactions feature.
Tinder’s New Reactions Feature
The dating company announced the launch of a “Reactions feature” on October 4, 2017. Reactions expose users to a range of animations that they can send to express different emotions in their Tinder conversations.
The Menprovement Initiative
In line with the takeoff of Reactions, Tinder also made public their new Menprovement project, a comedic video series that features real Tinder employees as stars. The video series highlights that women repeatedly meet inappropriate and overly approaching men on the mobile dating app, and points Reactions as the remedy that will help them handle such interactions.
Tinder’s new video series also features Whitney Cummings, a famous American comedian who’s helping the company’s team come up with the ideal man. An Instagram share by Cummings of the video to her half a million followers helped Tinder reach out to a broader audience.
The Menprovement Initiative Endorsing Reactions featured six videos posted on Tinder’s official Facebook and YouTube pages. The dating merchant account owner also shared six Menprovement graphics shared on Tinder’s Instagram page starting October 4, 2017.
Tinder Includes Meme Creators and Instagram Influencers
The dating company also leveraged six other Instagram influencers (apart from Whitney Cummings) to sponsor the Menprovement Initiative, and Reactions feature campaigns. The influencers who took part were meme accounts, and five of them were macro-influencers with an audience of over 100,000 followers. The six of them shared a total of 39 sponsored posts.
Here’s a list of Influencers Involved were:
@bitc.h — 5.3M Followers
@mytherapistsays — 2.3M Followers
@shitheadsteve — 1.5M Followers
@tank.sinatra — 1.2M Followers
@friendofbae — 510K Followers
@chuckleandlaugh — 10.5K Followers
To stay relevant, the influencers posted content in partnership with Tinder. The two types of posts were;
- Tinder-created Menprovement videos or graphics
- Original memes focusing on Tinder’s campaign
In almost a third of the sponsored content, the influencers shared a Tinder-created graphics or video. The other posts were memes either discovered or created by the Instagrammers.
Dating sites, as well as other industries, will need to take more seriously the power of social media influencers in marketing their product or service launches.
Author Bio: Electronic payments expert Blair Thomas is the co-founder of high risk payment processing company eMerchantBroker. He’s just as passionate assisting dating merchant account owners as he is with traveling and spending time with his dog Cooper.