Free dating app Tinder is to offer native advertising opportunities to advertisers in a bid to monetise the site’s more than 100 million users. The strength of the platform will rest in the fact that dating sites and dating apps do tend to collect a lot of personal information, which will make it easier for advertisers to be able to target very specific groups of people and create targeted ads. The app is owned by IAC, who own a number of dating and singles type sites including Match.com.
The Rise Of Native Advertising
Native advertising (see definition of native advertising) has become increasingly popular on social media platforms. It is possible to pay to have ads displayed in Facebook, Twitter, and LinkedIn feeds and timelines. For the advertiser, it can open up their business or product to large numbers of people that have expressed an interest in a particular topic. The success of a native advertising campaign not only comes from the quality of the ad, but also how well targeted the people that receive the ad are.
Tinder In Numbers
In December, Tinder was reported to have doubled the number of daily users it has from 5 million to 10 million and the app reported, last year, that they have more than 50 million members in total. The app has led to many copies, but the one thing it had yet to achieve was monetisation. Now that the site has grown to become a cultural phenomenon, owners IAC have decided that it’s time to change that.
Why Go Native?
IAC chairman Greg Blatt said that the app lends itself perfectly to native advertising, where many of the company’s other products do not. There have been occasional one-off advertising campaigns including one by Domino’s and another from TV show The Mindy Project, but nothing permanent or particularly concrete had surfaced.
Marketing On Tinder
The Tinder app is most popular with 20 and 30 something, socially active users. Completing a profile means that users leave plenty of data and information about the things that they like and this means that a Tinder native advertising campaign will offer a lot of targeting opportunity, and will prove most suitable for businesses looking to attract a younger crowd.