DATING APP :TINDER’S FIRST YEAR USER GROWTH STRATEGY

Dating App:Tinder’s First Year User Growth Strategy

https://www.youtube.com/watch?v=fX0C4-H-XeY

Dating App:Tinder

The app is commonly used as a dating servicesapp and has branched out to provide more services

https://www.youtube.com/watch?v=fX0C4-H-XeY

Tinder’s First Year Growth

• Tinder achieved over one million monthly active users

• Within 30 months it reached 24 million

https://www.youtube.com/watch?v=fX0C4-H-XeY

Tinder’s First Year Growth Strategy

• "college by college" growth technique used by Facebook

• You need to identify social influencers in small areas, e who the influencers are, and target them

https://www.youtube.com/watch?v=fX0C4-H-XeY

Tinder’s First Year Growth Strategy

• Tinder also conducted launch parties with the requirement to display the installed app on a mobile to gain admission to the party

• Tinder's strategy to sign up sorority girls on campus helped to seed the marketplace

https://www.youtube.com/watch?v=fX0C4-H-XeY

Tinder’s First Year Growth Strategy

• Tinder shifted its marketing tactics in late 2013 to begin expansion into the 25-34 demographic through a series of "city by city" launch parties

https://www.youtube.com/watch?v=fX0C4-H-XeY

Tinder’s First Year Growth Strategy

• Tinder focused on the most popular organizations within the college Greek-letter system

•  Rolling Stone calls this a “Targeted VIP” group “including presidents of sororities, celebutantes, models, and other ‘high-quality people’’’

https://www.youtube.com/watch?v=fX0C4-H-XeY

Aspirational marketing • Tinder marketing materials leveraged the existing sorority image styles

• Tinder press kit image is compared to USC Kappa Kappa Gamma Tumblr photo site

•  There is a remarkable similarity in subject, composition, and tone between them.

https://www.youtube.com/watch?v=fX0C4-H-XeY

Building Concentration

• With the influencers “bought in,” the marketing team could begin to address the larger Greek-letter community on campus

• This formula uses social proof to progressively build out the community at each campus

https://www.youtube.com/watch?v=fX0C4-H-XeY

Building Concentration

Personal Outreach Presentations

https://www.youtube.com/watch?v=fX0C4-H-XeY

Building Concentration

Launch Parties User Experience

https://www.youtube.com/watch?v=fX0C4-H-XeY

Building Concentration

Third Party Integration

https://www.youtube.com/watch?v=fX0C4-H-XeY

Building ConcentrationGrowth Results:

• The success that early users found with the tool created authentic success stories that spread within the 18-23 community

•  Tinder had over a half million monthly active users within the first six months of launch

https://www.youtube.com/watch?v=fX0C4-H-XeY

Building ConcentrationGrowth Results:

https://www.youtube.com/watch?v=fX0C4-H-XeY

Shifting Tactics

• The early college marketing campaigns helped seed the tool and create word of mouth buzz surrounding Tinder

• These techniques have a limit to their effectiveness

https://www.youtube.com/watch?v=fX0C4-H-XeY

Shifting Tactics

City by city launch parties

https://www.youtube.com/watch?v=fX0C4-H-XeY

Demographic Impact

• In early months,over 85% user base was between the ages of 18-24

• Tinder is seeing a huge upswing in both 25-34 year old demographics and 35-44 year old demographics

https://www.youtube.com/watch?v=fX0C4-H-XeY

Demographic Impact

https://www.youtube.com/watch?v=fX0C4-H-XeY

Building The Fire

• Tinder’s marketing team employed tactics appropriate for each developmental stage

• Starting from zero, early campaigns saw hundreds or thousands new users

https://www.youtube.com/watch?v=fX0C4-H-XeY

THANK YOU!!!

https://www.youtube.com/watch?v=fX0C4-H-XeY