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 services app 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
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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
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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
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Tinder press kit image is compared to USC Kappa Kappa Gamma Tumblr photo site
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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
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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
https://www.youtube.com/watch?v=fX0C4-H-XeY
Presentations
Building Concentration Launch Parties
https://www.youtube.com/watch?v=fX0C4-H-XeY
User Experience
Building Concentration Third Party Integration
https://www.youtube.com/watch?v=fX0C4-H-XeY
Building Concentration Growth 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 Concentration Growth 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
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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
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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
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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