Tinder or Grindr Marketing: Can Ad Campaigns work successfully on dating apps from Tony Yeung, Toronto Social Media Marketing Specialist

Tinder or Grindr Marketing: Can Ad Campaigns work successfully on dating apps?

Dating apps are not only about swiping left and right. Some companies used them for marketing.

Are these marketing campaigns successful? What is the risk of using the dating apps for marketing?

In this article, we are going to examine the pro and con side of marketing on the dating apps.

Tinder Marketing: Some Facts about Tinder

Tinder or Grindr Marketing: Can Ad Campaigns work successfully on dating apps from Tony Yeung, Toronto Social Media Marketing Specialist
Tinder marketing is like ..How u doing?

We all know that Tinder is a dating app. The app has over 50 million users. 85% of its users are between the ages of 18 and 34.

Tinder has launched the advertising problem and partnered with some organisations. Most of the campaigns were big successes. There are few reasons why they worked well. First, Tinder has not too many marketing campaigns. Many users are more likely to engage with only a few campaigns. Second, some brands used fake profiles to promote their services or products. When a user swipes right, the campaign occupies the user’s screen until they tap “x” icon. It is more focused user experience. Third, the marketing campaigns are all with pictures or videos. These contents can have more engagement rates.

Let’s look at some of the successful campaigns on Tinder.

Domino’s: Who needs a date when You can have Pizza

Tinder or Grindr Marketing: Can Ad Campaigns work successfully on dating apps from Tony Yeung, Toronto Social Media Marketing Specialist
Pizza is everything.

Domino’s launched its first Tinder campaign on Valentine’s Day, which gave opportunities to Tinder’s users to swipe right for getting a free pizza or discounts. The campaign worked well while the brand could engaged with the user and sent them rewards. According to Iris Worldwide, the campaign resulted in over 200,000 social reaches to the Tinder’s users.

Why did it work? First, most of the Tinder’s users are single and looking for meeting people, the brand engaged with single people and made them feel like “I understand your situation. Here is the offer I can give up and make you happy.” Second, pizza is everything. Most of the Tinder’s users are 18 and 34. They adopt the internet culture and idea of pizza (Just look at the amount of Pizza Internet Memes). The brand clearly took an advantage of internet culture and targeted on this group of people. Third, numbers of online influencers mentioned how this campaign showed up on their Tinder app. The marketing campaign was not only on Tinder but also on social media.

Bud Light: First Video Ads on Tinder

Bud Light is one of the latest brands to launch the ad campaign on Tinder. They are the first brand ever to test video ads. During the campaign, users over 21 could see the video promotion. It engaged these users to swipe right for the chance to win tickets to the tickets of “Whatever, USA” party.

Tinder or Grindr Marketing: Can Ad Campaigns work successfully on dating apps from Tony Yeung, Toronto Social Media Marketing Specialist
Let’s dance!

Why did it work? The demographic of Tinder’s user love partying and drinking. Partying is a way for this group of people to meet others or even meet their first love. The campaign also embodies the idea of customer-first. It creates a real world experience with others.

Does these marketing always work? Not really

It seems that lots of users accept the ad campaign on the dating apps. In fact, few campaigns did not work very well. In 2015, Gap launched a digital marketing push to promote their new products. The company created a tinder profile and invited Tinder users to the pants party. However, Tinder decided to remove all Gap’s profiles later. Tinder’s terms of service state that the service is “for personal user only” and the users cannot use the service for “advertising or soliciting any user to buy or sell any products.” The problem is that Gap did not have Tinder’s permission to create the profile and invited the user to the party. Although few brands have created Tinder profile to market themselves before, Gap’s campaign seems to have no permission from Tinder.

Tinder or Grindr Marketing: Can Ad Campaigns work successfully on dating apps from Tony Yeung, Toronto Social Media Marketing Specialist
What are all these on the app?

Another “dating app”, Grindr, also had a bad marketing campaign. Different from Tinder, Grindr is an app for men to meet others. In August 2016, Grindr’s users were shocked to see a Canadian Blood Service ad campaign when it encouraged them to download the GiveBlood app and donate blood. But under rules taking effect in the same month, any gay men who have been sexually active within one year were banned from donating blood in Canada. Canadian Blood Service admitted that the ad was placed by mistake from its mobile advertising vendor. But, some people argue that this ad is another example of Canadian Blood Services discriminatory treatment of gay men when the app are mostly used by gay men.

Wrapping Up: Dating Apps Marketing

Marketing on apps can be very successful, but it can be very risky. The brands should create campaigns that fit the audience in the dating apps and are driven by content that is rewarding, entertaining, and informative. The ad campaigns also need to show that the brands can add values to the potential customers’ daily lives but not just promoting the products and services only.

So what is your opinion on dating app marketing?

(All GIF Images are from GIPHY)

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Google AdWords Certification Exams: Is it necessary?

There are lots of debates regarding Google Adwords Exams. Some believes that it is good to take, but other believes that it wastes of time. Recently, Google refreshed the AdWords Search Advertising exam and updated the platform features and industry trends.

What is new in the Search Advertising Exam? Here are some of the new topics:

  • Search Advertising Trends
  • Call-only ads
  • Mobile Ads
  • Remarketing Lists of Search Ads
  • Enhanced cost-per click (ECPC)
  • Auction insights, paid and organic reports, segments
  • Cross-device conversions
  • Opportunities tab

The exam format is still 100 questions and you have to finish it in 120 minutes. To pass the exam, you need to get 80% correct.

Benefits of the exam

Digital Marketers should not think that the exam is wasting their time. Google keeps updating the information for the latest search advertising. Studying the exam is a way to keep yourself update.

If you fail the exam once, you can retake it after 7 days.

Also it is completely free.

The study guide has been updated to include the new exam content.

So why would you fear to take the exam?

Some Google Adwords Exam Questions

An advertiser who sells designer dresses is selecting a landing page to pair with new ads for spring dresses. A good landing page for the spring dress collection ads would display

  • a page of the top-selling dresses for all seasons
  • a catalog of all dresses available on the website
  • several colors of spring dresses
  • spring dresses, skirts, belts, and shoes

Solution: I choose several colors of spring dresses. Other answers are either too board or unrelated. The closest answer for “spring dress collection” here would be colours of spring dresses.


Exact Match Impression Share metrics:

  • are available for both Search and Display Network campaigns
  • summarize impression share statistics for all keywords currently set to exact match
  • calculate impression share as if all keywords were set to exact match
  • are only available at the account level

Solution: It is quite direct. You can find the answer in the study guide.