According to Match Group CEO Mandy Ginsberg, speaking to investors on its Q3 earnings call this morning, Tinder is preparing to launch its first-ever brand marketing campaign that will promote the “single lifestyle” with billboard campaigns and other digital initiatives. The dating app maker has already started publishing content that’s relevant to this “single lifestyle” on its Swipe Life website with stories relating to dating styles, travel, food, and more. To be fair, Tinder has never really invested in many features that push people to go on dates or exit its app. If Tinder was Match’s only dating app, this narrow definition of an app for those embracing their “single lifestyle” would be a problem. Now it’s a majority owner of dating app Hinge, whose focus has been on helping people get into relationships. The company also says it will invest more in Hinge going forward – a move that’s not unrelated to the decisions Match is making around Tinder. In fact, in another admission that Tinder wasn’t serving those in search of relationships, Ginsberg said Hinge will help the company to address the “previously underserved” audience of 20-somethings looking for a serious relationship. The plan is to make Hinge the anti-Tinder, then pull in users as they exit Tinder in search of something real. Tinder has evolved over the years from casual dating to include those who are more serious. The challenge for the company is to pick them up in another dating app it owns, and not lose them to Bumble…or to an exit from dating apps altogether.
Tinder has never really shaken its reputation among consumers as a “hook up” app, instead of one designed for more serious dating. Now, it seems Tinder is planning to embrace its status as the default app for younger users who aren’t ready to settle down. According to Match Group CEO Mandy Ginsberg, speaking to investors on its Q3 earnings call this morning, Tinder is preparing to launch its first-ever brand marketing campaign that will promote the “single lifestyle” with billboard campaigns and other digital initiatives.
The move is something of an admission that Tinder isn’t working for helping people find long-term relationships.
“Tinder was such a phenomenon when it launched and spread so quickly that the market defined the brand, versus the business defining the brand,” said Ginsberg, referring to its “hook up app” reputation.
“Tinder’s brand particularly resonated with 18 to 25 year-olds because it provides a fun and easy way to meet people. Tinder sometimes gets a bad rap for being casual,” she then admitted. “But keep in mind that people in the late teens and early 20s are not looking to settle down. It is a time to explore and discover yourself, meeting lots of people and being social.”
Tinder’s new marketing campaign will focus on the “single journey,” the exec said.
The dating app maker has already started publishing content that’s relevant to this “single lifestyle” on its Swipe Life website with stories relating to dating styles, travel, food, and more. For example, some of its recent articles have included things like: “7 Exit Strategies for Terrible Dates,” “Tinder Diaries: Which of these 5 Guys Will Get the Date?,” and “Study Abroad Hookup Confessions.”
Definitely not material for the relationship-minded.
Now, the company will promote Tinder’s “single lifestyle” even further with billboards across major cities throughout the U.S., as well as on digital channels.
The campaign’s goal, explained Ginsberg, is about “further reinforcing how Tinder can enable users to make the most of this…