Tinder has become something of a cultural phenomenon. It is the world’s hottest dating app, especially for the millennials. If you are on social media, chances are you’d probably have downloaded Tinder at some point in time. With such a huge user base, it's no wonder that brands want to utilise this opportunity to reach out to their target demographics. However, is advertising on Tinder really effective?
If you didn’t know, before Budweiser’s #Whatever, USA campaign, Tinder had been selective about ads and even pulled down some campaigns from brands like Gap, citing the reason as unauthorised use of the app. One Tinder campaign that I’ve found interesting was, however, was a sex-trafficking campaign run last year to raise awareness about the crime. Nevertheless, in an increasingly competitive and profitable market segment, it is no surprise that Tinder would want to monetise its substantial user base and hence they’ve officially come up with advertising models.
While it still remains as a relatively new platform for native advertising, some brands have been experimenting with promoting their products or brands on Tinder. Anyway, I was on the app yesterday when an ad campaign for Cadbury Picnic bar popped up. As it was my first experience seeing an ad on Tinder, I was naturally curious.
The campaign, which comes in the form of a short video, features the ‘Deliciously Ugly’ Picnic bar. Emphasing that looks aren’t the most important quality, users are prompted at the end to sign up for a ‘Singles Party’ in Melbourne co-hosted with Nova.
The bigger question here we should ask is, how effective is advertising on Tinder? Of course, in terms of impressions, it is definitely more effective than Facebook as users can only focus on one profile or in this case, one ad campaign at one time. In a way, users are forced to look at your campaign. It also creates a more personalised and intimate opportunity for the brand to interact with their consumers.
However, brands need to understand that, unlike Instagram or Facebook which are social apps, Tinder is a dating app. It may come across as intrusive or invasive when users come across an ad campaign when they are just “looking for love”. Imagine when a user is on a swiping spree when an ad campaign suddenly pops up. Are users going to really swipe right when they see a brand? Also, do brands really want to be associated with Tinder, an app popularly used for “hook-ups”?
Either which, there are definitely pros and cons when it comes to advertising on Tinder. Like mentioned earlier, it is still in its infancy stage and only time will tell its effectiveness. Perhaps the challenge here is how advertisers can seamlessly integrate their brands and their message into Tinder without losing its values. Whether Tinder can strike the right balance between ad campaigns, while respecting users and the inclinations of advertisers, is yet to be seen. Still, it will be exciting exciting to see how brands can roll out their campaigns and maximise the advertising potential on Tinder in the future.