Marketing Strategies To Learn From Popular Dating Apps
The online dating experience is often brutal, whether you’re developing the platform or simply seeking a date.
We can agree that this is only a problem reserved for popular dating apps, right? It means they have several concepts that work. But what are the unique selling factors that define some of the most popular dating websites of this decade?
In this article, we take a deeper look into the unique selling points of the 5 most popular online dating platforms and the effect they have on market shares.
1. Tinder
With over 75 million active users from over 197 countries worldwide, Tinder is one of the most popular dating apps of our time.
But there are thousands of active dating apps, what makes Tinder so special? Why is everyone clamoring to create an account here?
Technically, the success of a dating app is rated based on its UI/UX hierarchy.
How functional is the platform, and how much do users have to learn about it? What is the general layout of the app? Is it aesthetically pleasing and clean?
Tinder seems to check all these boxes, but at the heart of it, all is the pot of gold that revolutionized online dating- the swiping paradigm.
This pioneering technology finds matches through a binary option- swiping right for yes and swiping left for no. In addition, this concept seamlessly integrates with how the app operates, thus making for a pleasurable user experience.
Over the decade since Tinder was launched, other dating apps have fully adopted the swiping paradigm.
2. Taimi
Taimi is a revolutionary dating app that exclusively caters to the LGBTQ community. Launched in 2017, the app was initially designed to be a dating platform for gay men. Over the years, Taimi has grown to be the largest dating app for queer people.
Taimi comes with numerous unique selling points, so it’s no surprise the numbers keep growing. By the end of 2022, Taimi had over 18 million active users. So, what are the most effective concepts on the app?
Exclusivity might be the best feature yet. Taimi claims to be the safest LGBTQ community, and there haven’t been claims to disprove that. This exclusivity also makes it the most sexually diverse platform.
Taimi offers more functionality compared to most dating apps. Other than matchmaking, the app also serves as a social app and a live-streaming platform. This trans chat app offers you a chance to interact with a diverse pool of users without the pressure.
Related: 6 Important Steps To Take Before Launching Your App
3. Coffee Meets Bagel
It might be surprising, but swiping can get addictive. The limitless choices make it almost impossible to make a match and it affects the quality of your match suggestions.
Coffee Meets Bagel is a dating app that is designed to combat the loose finger.
Unlike most dating apps, Coffee Meets Bagel only offers you a limited number of match suggestions every day. This app is best suited for people seeking serious partners and serious relationships.
The matching algorithm is based on must-haves, allowing you to match with people who align with your values and standards. The profiles on Coffee Meets Bagel are deeply detailed, thus eliminating the need for small talk and pointless conversations.
4. Hinge
An app dedicated to finding your soul mate
If you’re tired of hopping between dating apps, then perhaps it is time to get Hinge. As an award-winning dating site, Hinge is designed to get you off the streets permanently. According to the developers, Hinge is designed to be deleted.
Previously, Hinge could only offer a select list of matches each day. Nowadays, matches will trickle in through the day but in significantly lower volumes.
But this really isn’t what makes Hinge a special dating platform. The unique selling point of the app is that it recommends matches based on your online social network.
The match suggestions on Hinge are based on mutual FaceBook friends. As Such, you share a social connection with each match you receive on Hinge.
While Hinge might not be the biggest dating pool, the number of active users is increasing daily. The match suggestions are well-filtered, and you don’t have to deal with the pressure of an endless list.
5. Bumble
With a user base of over 55 million active users, Bumble is one of the most popular dating apps of 2023. Founded by former Tinder employee Whitney Herd, Bumble is designed as a feminist dating app.
It puts women in charge of their online dating experiences. In addition, it integrates dating, friend-finder, and career growth opportunities on the same platform. Bumble BFF allows you to make platonic matches, while Bumble Bizz gives you a chance to build your career and network.
On Bumble, women get to make the first move. In a hetero match, the lady has 24 hours to initiate a conversation, and the male gets 24 hours to respond. Otherwise, your connection will expire.
Conclusion
Understanding your target audience makes it easier to create the value proposition of your app. Why should users opt for your dating app? What problem does it solve for your users? In what way does it improve their online dating experience?
However, it is important to note that unique selling points don’t do all the heavy lifting. Other factors that help to market the dating app include price tiers, privacy policies, ease of use, and communication features.
So, as you define your app’s unique selling point, it is important to ensure a great user experience.
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