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Ten years later, that belief is held by less than one-fourth of the population. The decreasing stigma surrounding online dating will lead to increased adoption and new opportunities for marketers. Tinder, the largest mobile dating app, processes 1 billion swipes and 12 million matches per day, globally. Tinder users are very active, opening the app an average of 11 times a day.

Women spend an average of 8. In total, a person could be spending 90 minutes a day in the app. That much time in-app is a powerful asset that digital marketers can use to their advantage. Substantial growth is likely attributed to changing attitudes as well as the widespread use of mobile dating apps. Online dating is growing in popularity among adults over 50, too.

Understanding which demographics use online dating services will help marketers target audiences more precisely. As such, dating apps represent a great way for brands to reach multiple people through a single screen. Match Group is the global leader in online dating, owning sites and apps such as Tinder, Match.

Marketers can place advertisements in dating apps with confidence that the ads will be seen by a large audience. Online dating is immensely successfully. You already win just by being where no other competitors are, and yet, for a national campaign, there live tens of millions of potential voters. The fact is that people on dating apps are already primed to try and make a connection -- so why not find a creative way to get them to connect with your campaign?

You never know, they could fall in love. Domenica Ghanem. Content Manager, Three i Creative Communications.


Advocacy organizations like Amnesty International and the Body Shop ran their own campaigns on Tinder, too, getting people to sign on to petitions or learn more about their issue. The key to getting this right is to make your ad stand out, just as you would if you were creating a dating profile for your campaign. You want to tell people who you are, why they should care about you, and use the specific platform to your advantage.

As a side note , the company is picky about who it decides to let advertise on its platform, potentially offering progressive campaigns a particular advantage on an app adding nearly 1 million users a week. And in general, dating apps are very popular among 18 to 24 year-olds , encompassing both a key voter demographic and the largest consumer group.

It is estimated that around 1. Since the popular dating app responsible for many cases of repetitive thumb syndrome launched seven years ago, more than 20 billion matches have been made. Digital courtship, whether through manic swiping or being able to see who you crossed paths with less than 60 seconds ago, has become the norm for many people across the world.

Each month there are 57 million of them on Tinder, 15 million on Badoo, 12 million on Happn, 7 million on PlentyOfFish and 6 million on Grindr. As such, brands are fast beginning to realise the myriad unexplored opportunities there are to match with this unique and growing audience. While the platform has only just launched it says it has already had interest from yoga and meditation brands and is speaking to businesses that are focused on intuitive coaching and astrology. But dating apps are being used for more than casual hook-ups and simply marketing to consumers.

Where they are proving to be an incredibly powerful tool is with businesses and groups looking to promote social causes. In February , activist group Lesbians and Gays Support the Migrants handed their Tinder accounts over to a bot designed to teach airline passengers how to spot a deportation happening on their flight and how to stop it.

This is where businesses like Match will need to find the balance between continuing to be an attractive and lucrative platform for brands but without ruining the user experience by opening up its doors to too many ads. And of course, like everything with a digital pulse, dating apps are not without their challenges and there are obvious issues around brand safety.

At a time when the majority of brands are on high alert and doing everything they can to avoid doing anything that could harm their brand, the risk — as it stands — perhaps outweighs the value for some. But dating apps have come a long way in recent years and as they mature they will continue to evolve for the benefit of both the users and advertisers they serve.

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