Tinder Marketing Proposal

Hey Tinder 😉

Having trouble localising the market in Hong Kong?

Swipe right to find out how… 💌

Ideation.

The truth is, I am an avid online dating app user. Having lived in multiple countries and being a frequent traveller has also gave me much insight in my own dating expectations, especially when it comes to online dating. I have been on Tinder for almost 5 years, but nowhere else do I have quite the same experience as I do in Hong Kong, where I call home. Because…

Where the hell is everybody?

🤡

Only 43% of Hong Kong couples have used a dating app, compared to 70% of couples in the United States.

Despite being multi-cultural, relatively open-minded and no stranger to fastpaced technology, Hong Kong seemed like an odd place to leave a market gap in the world of online dating. The local Chinese language is available on the app, and I like to think that Tinder is inclusive enough to suit at least a significant number of our 7 million inhabitants’ needs. The reality is since the launch of Tinder in Hong Kong, only few see potential in using the app. I surveyed and gathered research from different millennials (Tinder’s main user group) in Hong Kong, including those who did not use the app, and found some

Screenshot of my own Tinder account, with no users to be found.

interesting insights that answered my aching question: where is everyone? Turns out, people have good reasons to avoid online dating, but Tinder has the feasibility to address those reasons.

This pitch proposal will look at online dating app Tinder, why it fails to meet the needs of Hong Kong users, but most importantly how they can localise and bridge this market gap.

📲

“It’s removing the friction of walking up to someone and introducing oneself.” — Rad, CEO 💖

Estimated company worth of $10 billion

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1 million Tinder dates are reported every week

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Over 20 billion matches made since 2012

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Main demographic is 18 to 24 year olds

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72% of mobile users claim that Tinder is the most racially-diverse app; 74% having gone out with someone of another race

(Business of Apps, 2020)

Online dating.

Yay or nay?

The new mainstream.

Online dating has experienced 2 waves of ‘mainstream’, and right now, we’re still in the high of it all. Wired Magazine once said in 2002: “Twenty years from now, the idea that someone looking for love won’t look for it online will be silly, akin to skipping the card catalog to instead wander the stacks because ‘the right books are found only by accident.”. Wise words indeed, as the 21st century welcomed Tinder, arguably the most popular dating app today. Catered for any gender, sexual orientation, race, religion, culture, Tinder is a dating app that is inclusive and relies on geo-social networking to help people develop connections that they most likely wouldn’t have been able to if not for the seamless ability to ‘swipe’ in a deck of endless users. 57 million to be specific, where 1.6 billion swipes are recorded everyday (Business of Apps, 2020). Despite being free, Tinder also offers premium features at a subscription rate, like ‘passport’ (access different locations), view who already ‘likes’ you (significantly cutting your time spent ‘swiping’) and ‘boost’ (prioritising your profile so more people view it).

Platforms like OKCupid and eHarmony used to dominate the online dating market but was limited to desktops, until 2007, the launch of iPhone. In the past, matchmaking platforms meant finding and singling out the ‘perfect’ one, utilising computer algorithms based off hobbies, interests and even income. With their gigantic user base, it meant that people had the best chances of finding a quality partner. But Tinder completely shifted this perspective: in presenting a sea of options, it meant first impressions mattered. Any of them could be a potential match. This synchronised with the casual, fast-paced dating culture in millennials.

&

Dating is a game. Feeling wanted is enough, actually ‘being’ wanted by a real person and going on dates is not the intended effect.

GAMIFICATION

It is easy to appear presentable online (‘presence’), and craft yourself in such a way that makes you more sophisticated, like displaying your degree status or job position, like a calculated profile.

'

DIGITAL ELIGIBILITY

Theorised by UCL Business Psychology professor, Dr. Chamorro-Premuzic, on The Tinder Effect (2014 )

‘The Tinder Effect’.

Theory behind Tinder’s success in modifications to modern dating.

SOCIAL NEEDS

A competitive environment is established similar to reallife, but amongst strangers.

Elo Rating System, usually used for sports, is similar to Tinder’s own system.

(

It emulates the real dating world, where choices are endless, and often made superficially at first. It adapts to a situation of a party; you assess, make a decision (swipe), and approach (chat).

ROMANCE IS DEAD

)

*

CHOICES

Being romantic is old-school, unless it’s a commercialised holiday. Today, there are busy people who just want a no-frills approach to effectively find a partner by trying things out.

Users on online dating apps (in millions) 220

Non-paying online dating apps have observed and can predict a surge in users — meaning people are are inclined to not pay for premium features, despite the disadvantages.

165

Swipe due to COVID-19?

Tinder reported 3 billion swipes in one day during this period — 3 times more than average (Tinder, 2020)

110

55

0 2018

2019 Paying Users

2020

2021

2022

Non-paying users

Source: Statista, 2020 (forecast adjusted due to COVID-19)

📈 London and New York have the highest number of users on Tinder.

Trends in online dating.

Dating apps are on the rise, and young people in cities want in.

As humans, we crave experiences and connections. Despite technology sometimes seen as somewhat of an enemy hindering our ability to be social and connect, we have seen this begin to change. Again, the craving of social connections is a timeless desire, and with a changing world of mobile citizens and globalisation, meeting others online — even on the other side of the world — has never been easier. In some ways, technology has brought people closer than ever before, but these users are amassed in metropolitan cities where priorities such as ease of travel, abundant choices and young professionalism are met, resonating with the Tinder effect.

Tinder is the most popular online dating app today. Located on the extreme side of ‘modern casual’ and ‘random’, it means Tinder successfully conquered a seemingly gapless market. However, this means that there is little room for the brand to shift. Although it recognised its customer needs, it should avoid allowing the market to dictate the development of its brand. This makes it incredibly challenging for Tinder to keep up with current trends especially given its young demographic, but striking a balance is key to the success of the brand.

Most popular

1.64

GRINDR

dating sites, 1.75

users by

OKCUPID

millions 1.95

(Verto, 2019)

4.28 5.03

7.86

MATCH.COM POF BUMBLE TINDER

Source: Statista, 2020

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Industry landscape.

Where does Tinder stand amongst other dating apps?

ROMANTIC, OLD-SCHOOL

eHarmony

Plenty of Fish

Brand matrix.

RAPID RANDOM

ALGORITHMIC PROCESS

OKCupid

match.com

Bumble

Coffee Meets Bagel

MODERN CASUAL

Tinder

Online romance scams have been prominent in the city since long before apps, but in the recent increase of online dating apps like Tinder, it has made it much easier for scammers to find victims and target them.

Hong Kong can have a lonely culture at times, and through exploiting emotional vulnerability, promising long-term relationships in exchange for financial help, criminals have been able to be very successful online. Many of them now even go on real dates with victims before pressuring them for money or pushing them to buy unwanted products. Social stigma also persists, and together with traditional norms, people have been slow to respond to the gradual acceptance of online dating, especially from older generations.

South China Morning Post, 2018

South China Morning Post, 2018

South China Morning Post, 2019

Only 43% of Hong Kong couples have used a dating app, compared to 70% of couples in the United States.

Online dating in Hong Kong.

Where the hell is everybody?

💑

Even in 2020, dating online in Hong Kong remains a convoluted, almost taboo topic. With a population of 7.5 million, only less than half of couples in the city can say they have used a dating app at all (YouGov, 2019). It is strange to find a low number of users, because Hong Kong has a dense population of Tinder’s young demographic, with a mobile phone usage of as much as 96% (SCMP, 2019), and cultural norms place pressure on young people to marry early, with those left single glared by society.

South China Morning Post, 2019

Tinder profile screenshot 1

Tinder profile screenshot 2

Since the beginning of the Hong Kong protests in 2019, a very clear division between pro-establishment (blue) and anti-establishment (yellow) was established. ‘Yellow’ parties comprise most of the young, millennial demographic, and more recently, Tinder has been used as a platform for political voice.

In this User 1’s bio, he states his political views clearly, asking people to refrain from ‘matching’ with him if they are against those views. More notably, in light of COVID-19, he reminds everyone to wear a mask and if they do not on the date, he will reject them. More political views seen across User 2 and 3, all stating that conflicting views should not bother connecting with them. From experience, around 30-40% of profiles are politicised, many of them not even displaying information about themselves.

More than 7 out of 10 people in Hong Kong would say they are embarrassed to use online dating apps, whereas only 7% in the UK would hide their app usage.

💘 = top answers

Tinder profile screenshot 3

💘 💘 💘

Typeform survey conducted to gather primary research

Dating apps intrigue me, but I’ve never tried them. My friends in the US found their girlfriends on Tinder.

I like to be involved in political affairs.

I have a good circle of friends, but at this stage lots of people are moving away. It’s hard to make new friends in this city.

I’m a doctor. I have no time to socialise or meet people. When I do have time, I find myself wanting me-time like going on social media on my phone.

I have tried Tinder, and hate it. I found the selection to be narrow-minded, shallow and boring.

NICK LEE, 25

/ NICOLE CHAN, 27

0

I’m an IT expert. I work late hours and I never have time to date or meet people. I prioritise my social life, and would make time to date if I found the right girl.

I’m quite picky even though everyone I know is dating. Lots of girls are great and funny, but I’m too shy to push myself to meet people out.

My parents constantly badger me with questions like “when are we going to meet your boyfriend?”.

I love animals. I have 2 adopted dogs and 1 cat. I like company.

My life is busy so I’d like to take it slow with new partners.

DEMOGRAPHIC

GEOGRAPHIC

Male and female Millennials Professionals

Hong Kong

Degree holders

(all islands)

Single

Busy professionals, little time to

Urban areas

Flexible Tech-savvy

mingle

Open-minded

Not willing to pay

Willingness to

to seek

be social

connections

BEHAVIOURAL

PSYCHOGRAPHIC

Customer segmentation.

Who are the users in Hong Kong?

“Mary, 31, a frequent speed dater in Hong Kong, has never had a boyfriend, after spending five years being repeatedly disappointed as she searched for her Mr Right.” - SCMP, 2018

Problems.

Identifying areas of localisation.

🔍

Through both secondary and primary research, we can identify how the online dating market in Hong Kong poses different problems that other markets, i.e. the US or UK where Tinder has been successful. In understanding how to tackle these issues that are Hong Kong-centric, can we enable a series of brand activation strategies and marketing approaches to enhance Tinder’s brand perception, retain the few existing customers and recapture lost ones. Social stigma, overpoliticisation and lack of trust/security have therefore been identified as the areas Tinder has failed to localise.

P

• Law abiding: dating products/ campaigns unable to advertise (e.g. Japan) • Sensitivity: respecting cultural norms (e.g. Islamic states)

E

• COVID-19: shown market resilience even through uneasy times for physical connections • Digital: embraced technology in a world of human interactions

S

• Social norms: culture advocated can be seen as inappropriate to some (e.g. unprofessional) • Acceptance: online dating seen as the new ‘normal’ for meeting people (e.g. in the west)

T

• Geo features: privacy concerns, data leak, public profiles accessible • Swiping: seen as superficial and not really owing a chance

L

• Privacy breaches: found in the past, where user locations were able to be tracked • Management: founders accused of sexual misconduct

E

• Growth: popularity still high, but young demographic is hard to keep up • Tech: higher demand of internet and smartphones

Analysis of Tinder’s challenges in the market

Brand reputation: sleazy, hook-up culture

Boomers (generation centric)

1. SOCIAL STIGMA Societal attitudes

Internationalism: cultural barriers

Privacy concerns

User values

To embrace or to dissuade?

3. POLITICISATION

Too many fake profiles

Very reflective of current affairs

2. LACK OF TRUST

Lack of vetting process No policy for change Lack of personalisation filters

Analysis.

Understanding the causes.

Experiential marketing.

Bringing real-life to online dating.

🏟

To relieve users of security concerns, incorporating a mix of real-life aspect to online dating can help. Experiential marketing has demonstrated to take the digital ‘out-of-home’ and into practice. By using a number of tools like augmented displays, real-time technology, consumer exhibitions and outdoor displays, users can experience Tinder and their matches in real-life form, ‘chatting’ and ‘swiping’ without having to worry if their match is fake.

PRICE

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PROCESS 💖

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PRODUCT

7

Free to attend for all users Special events can be exclusive for premium users (or regular for a charge)

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PLACE

First-come-firstserve for some events Users selected based on interests or survey responses

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PROMOTION

Shopping malls Popular bars in Soho/LKF Retail stores (for partnerships/ collaborations)

PEOPLE

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AR technology (interactive screens, filters) Outdoor displays (backdrops) Sports venues (e.g. mini golf)

Young professional demographic People passing by the event can also receive exposure

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Promoted using social media tools and Tinder Mailing list (invitations, exclusivity)

PACKAGING

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💖 💖

Gift bags at the end of event with Tinder brand Filters, screens, games branded Tinder T-shirts

Mood board.

Gamification.

Mixing romance with play.

Pokemon GO’s success in Hong Kong, a geo-tracking game launched in 2016, is still felt in Hong Kong today.

With some of the highest rates of mobile usage in the world, Tinder can implement gamification as a tool for enhancing the brand perception: less pressure on the delivery of a romantic partner, but starting from the basics: finding a partner to simply play a game with.

Video games are social spaces helping foster social bonds, allowing mutual growth, teamwork and communication beyond chatting over text (JCFS, 2016).

Instagram stories.

Develop communities, not fans.

It doe sn’t m atter Here o if you n Tind 're blu er we Down e or y ’ve red load t ellow it all. he ap . p now .

TIRED

OF

BEING

ALONE?

IF CORONA CAN’T TAKE YOU OUT… CAN I?

Download Tinder now.

Ambient advertising.

Advertisements millennials can't avoid.

PHASE 1

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PHASE 2

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PHASE 3

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Collect, analyse data of current Tinder users in HK (interests, preferences, demographic) Create media prototypes: advertisements, videos, social media kits, designs Seek partnerships with retail or hospitality

Begin rebranding through social media Plan events and logistics Assemble mailing lists Promote events through social media Launch events

Analyse success of events through KPIs Determine which methods most successful and sustain strategic approaches

Feasibility.

A plan for action and timeline.

JAN-MAR PHASE 1 PHASE 2 PHASE 3

APR-JUN

📌

JUL-AUG

SEP-DEC

Conclusion.

What happens next?

This marketing proposal highlighted how Tinder has failed to localise its market in Hong Kong, although it is absolutely feasible to render that.

With a dense population of a young demographic just short of New York City, Hong Kong can grant Tinder an entry point to the Asian market and beyond, as a multi-cultural city that just ranked as the most resilient economy in Asia, despite recent events such as the political crisis and COVID-19 (CNBC, 2020).

However, the culture that views unmarried, older women as ‘unwanted’ and the now ratio of 852 females to every 1000 males has meant more ‘leftover’ women feeling desperate, emotionally vulnerable and particularly susceptible to online scams or even ‘catfishing’. Therefore, security and trust must first be prioritised in establishment to assure new and old users. Having also identified other more unique

problems such as the overpoliticisation of the platform, it can be difficult to manage this as the ease of process in creating a Tinder profile is one of the app’s key drivers.

To conclude, Hong Kong presents a fantastic opportunity for Tinder to expand their brand exposure, despite some complications. Through the collection of primary and secondary research, a number of solutions have been provided that can kick start a new campaign, hopefully transforming the dating culture in Hong Kong for better.

🔮

Annotations.

Zheng, M. (2019) Hong Kong protests have changed city’s dating rules with many finding yellow and blue do not match. Available at: https://www.scmp.com/news/ hong-kong/politics/article/3041932/new-hong-kong-dating-game-i-you-are-youyellow-or-blue (Accessed: May 11th, 2020) Westbrook, L. (2020) Love in a time of corona: Hong Kong’s dating scene slows down as cautious singles avoid face-to-face meetings. Available at: https:// www.scmp.com/news/hong-kong/article/3081419/love-time-corona-hong-kongsdating-scene-slows-down-cautious-singles (Accessed: May 11th, 2020) Lee, C. (2019) Hong Kong dating scam: sales agents pose as dates to sell services and earn a commission. Available at: https://www.scmp.com/lifestyle/familyrelationships/article/3017972/hong-kong-dating-scam-sales-agents-pose-dates-sell (Accessed: May 11th, 2020) Zheng, S. (2017) Popularity of dating apps in Hong Kong shows technology and love make a good match. Available at: https://www.scmp.com/news/hong-kong/ education-community/article/2069897/popularity-dating-apps-hong-kong-showstechnology (Accessed: May 11th, 2020) Fisherman, A. (2020) VIDEO GAMES ARE SOCIAL SPACES: HOW VIDEO GAMES HELP PEOPLE CONNECT. Available at: https://www.jcfs.org/response/blog/videogames-are-social-spaces-how-video-games-help-people-connect (Accessed: May 15th, 2020) JCDecaux (2020) MTR Advertising. http://www.jcdecaux-transport.com.hk/products/ mtr-advertising/mtr-formats#feature9vertical6 (Accessed: May 15th, 2020) Vijn, J. (2019) Get your data structure in shape for your next step in customer segmentation. Available at: https://www.smartinsights.com/digital-marketingstrategy/customer-segmentation-targeting/get-your-data-structure-in-shape-foryour-next-step-in-customer-segmentation/ (Accessed: May 15th, 2020)

Reynolds, E. (2019) Has Tinder lost its spark? Available at: https:// www.theguardian.com/technology/2019/aug/11/dating-apps-has-tinder-lost-its-spark (Accessed: May 15th, 2020)

Peterson, C. (2018) Dating app case study. Available at: https://medium.com/ @christopherpeterson/case-study-a-dating-app-e5649d247131 (Accessed: May 15th, 2020)

Colasurdo, R. (2018) Case Study — Online Dating App. Available at: https:// medium.com/@rere.cola/case-study-online-dating-app-77f8e1c4e5fa (Accessed: May 15th, 2020) Time Out Hong Kong (2019). The full lowdown on online dating in Hong Kong.

Available at: https://www.timeout.com/hong-kong/sex-and-dating/the-fulllowdown-on-online-dating-in-hong-kong (Accessed: May 18th, 2020) Ng, M., Wong, E., Shen, K., Lam, S., Cheung, T. (2018) Online dating scams in Hong Kong : an analysis of the victimization process of female users. Available at: https:// hub.hku.hk/handle/10722/279837 (Accessed: May 18th, 2020)

Lee, S. (2017) The History of Online Dating From 1695 to Now. Available at: https:// www.huffpost.com/entry/timeline-online-dating-fr_b_9228040? guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referre r_sig=AQAAAH56znxkOZgUrJ3G1JKpZhazf88gr8zVUkAj1euxgwUcasKzjvtEPDPZ0u0 vybgJMy8ik9PQSEfEvNIkjGzvA7d0ru95TFbg3mGNttHX3rgc541JLud9V8aCDcQyQXYk82gZ4 KMWP_bByyac1zHwimfpsXbAVxdOkzQ2IMBpPmf (Accessed: May 18th, 2020) Coconuts Hong Kong (2015) Hong Kong has the least attractive dating population in ranking of 20 cities, say Tinder and Expedia. Available at: https://coconuts.co/ hongkong/news/hong-kong-has-least-attractive-dating-population-ranking-20cities-say-tinder-and-expedia/ (Accessed: May 18th, 2020) Chan, J. (2016) Lonely Hearts Club: We asked 3 Hong Kong matchmakers, ‘Where is the love?’. Available at: https://coconuts.co/hongkong/features/where-love-lookhong-kongs-matchmaking-agencies/ (Accessed: May 18th, 2020) Fujiwara, S. (2015) Tinder: 10 billion matches and counting. Available at: https:// www.usatoday.com/videos/tech/2015/11/09/75446060/ (Accessed: May 18th, 2020) Iqbal, M. (2020) Tinder Revenue and Usage Statistics. Available at: https:// www.businessofapps.com/data/tinder-statistics/ (Accessed: May 18th, 2020) Abolfathi, N., Santamaria, S. (2020)1 Dating Disruption — How Tinder Gamified an Industry. Available at: https://sloanreview.mit.edu/article/dating-disruption-howtinder-gamified-an-industry/ (Accessed: May 18th, 2020) Chamarro-Premuzic, T. (2014) The Tinder effect: psychology of dating in the technosexual era. Available at:https://www.theguardian.com/media-network/medianetwork-blog/2014/jan/17/tinder-dating-psychology-technosexual (Accessed: May 18th, 2020) Alan, R. (2017) Positioning of online dating sites. Available at:http://www.brandba.se/ blog/2017/1/5/positioning-of-online-dating-websites-application-of-a-brandmarketoriented-framework (Accessed: May 19th, 2020)