Page 34 - Payout Magazine Online Volume 8.7

A Match Made in Heaven:

Influencer Marketing in the

Digital Dating Industry

nfluencer marketing, the latest trend in digital 3.- Lovoo 6.- facebook
Imarketing, is now making inroads within the
Social media has become a global
dating industry as a strategy for dating apps phenomenon. Therefore it is not surprising Although it has yet to launch its app, the
that have become the new norm for dating in that many apps have turned to international social media giant is putting its hat into the
already saturated dating app game. To be called
the 21st century. With a range of apps that each
influencers to market their apps across different “Facebook Dating”, Mark Zuckerberg announced
espouse a different demographic, selectivity,
platforms. Rather than going with the ubiquitous the app would be used for building long-lasting
and rules for how users communicate with Instagram influencer pairing, Lovoo used a relationships instead of hookups and one night
each other, it’s no surprise these apps have combination of Facebook and YouTube and stands. As soon as the announcement was
taken advantage of the influencers in their compared which performed better. The end made, the stock for Match Group, the parent
own userbases to steadily grow and penetrate result was YouTube delivering more engagement company of Tinder, went down by 19%. It is
the market. On the other hand, some apps just and Facebook bringing in more video views hard to see what the landscape will be like once
haven’t gotten the traction with the marketing but with a lower cost per engagement making Facebook enters the market but it wouldn’t be
style. Let’s check out some of the strategies: it hard to say which platform did better. At the surprising if the tech giant proves extremely
end of the day, the app was able to partner successful thank to access to large swaths of
with a comic influencer on YouTube to market
1.- tinder to a demographic in a long-form style that was data and multiple influencers already using the
platform or connected to it via Instagram.
The most common dating app. If you haven’t longer than 10 minutes in length.
heard of Tinder yet, then you probably don’t 7.- Match.com
know what a dating app is. Since launching 4.- bumble
in 2012, Tinder now boasts over 50 million The app where women have to make the Though not directly using an influencer, the
active monthly users. A brilliant marketing first move had a creative marketing push that website created a post called “The Clooney
scheme has seen the dating app partner with included inserting influencers as options during Effect” that delivered a statistic from researcher
Instagram influencers to promote several of its the swiping process. In one such campaign, Helen Fisher that 87% of men would date a
new features. One such example occurred last the app had students swipe right to enter woman who makes more money or is more
year when the app rolled out a new “reactions” a competition to meet the musical duo The highly educated than them, stemming from
feature. Tinder created their own graphics as Chainsmokers. The partnership kicked off a new actor George Clooney’s marriage to wife
well as leveraged the million-plus followers of Bumble campaign targeted towards college Amal, an international human rights lawyer. It
meme influencers that posted original content students in order to steal them from rival Tinder was subsequently picked up by high profile
that had to do with Tinder alongside the hashtag via live music giveaways and meet and greets publishers and resulted in a 38% increase in
#menprovement for sponsored posts. with artists. traffic during the time the study was published.

How an app decides to market their brand
2.- inner Circle 5.- raya will play a significant factor in the success of

The dating app for the “most attractive and Touted as the most exclusive dating app influencer marketing. Some apps like Raya and
Inner Circle are built off of premises that don’t
inspiring singles” launched in the UK in 2015 on the market, Raya members join through a mesh well with influencer marketing strategies
while touting the selectiveness of the app mysterious equation that includes factoring while apps like Tinder and Bumble heavily use
based on education, network, and appearance. social media following, connections with other it to appeal to their wide subscription bases.
Unfortunately, since the app has a user base Raya members, and a selection committee. All of Traditional sites like Match.com take a different
this has given the app the nickname: “Tinder for
that is secretive by nature and tends not to Famous People” and the press coverage from approach by using statistics named after
divulge information on social media, finding an this alone has generated considerable interest. celebrities in their headlines to get eyeballs to
influencer for the app proved difficult. Influencer It’s not known what the exact number of signups their site. With Facebook looking to start playing
marketing was used, however, but did not lead that are on the app but with only 45 ratings on a game whose key advertisers use their own
to many sign-ups for the app. Instead, the the app store at this time, it seems that the Raya platforms, influencer marketing in the dating
company focuses on relying on word-of-mouth team is more focused on the curation of high industry does not seem to be going anywhere
and women’s magazines to get new users. profile users than monetary gain. anytime soon.

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