ADV206 - Tinder Evaluation

How Tinder uses different types of Media for Advertising

Jeronimo Perez, Andrew Stewart, Olivia Price, Allie Geller

Tinder

- Tinder is the world’s most popular dating app with over 55 billion matches and still counting.

- Based on location and a user has limited “swipes” a day.

- Offers Premium Subscription

- Partnership with Instagram

Tiktok

- As many people know, Tiktok is a Social Media platform where people can share videos of them doing popular dances, lip-syncing, acting, and many other things. With it’s very fast growing popularity, tiktok went from 60 million users in 2017 to over 700 million in just four years, making it a great media outlet for advertisers to display their client’s product for customers to interact with.

- Tiktok sells ads to display on their “For You Page” which is customized personally based on how each user interacts with content. Because of this, Advertisers can purchase spots in the feed of people whose interests align with the company’s product and seemingly incorporate the ad as a part of the app.

- Flexible budget

- Customizable Target Audience

Tinder Ads within Tiktok.

- Tinder has a major presence within tiktok and has even been a trend-setter with new sounds and dances.

- 451.4 K followers

- 11 Billion videos utilized the hashtag “#tinder”

- Tinder does a great job in making their advertisement as subtle as possible, and in many cases, one won't even realize it's an ad.

- https://youtu.be/aZM54MUVoLs

- Impactful because it is very easy to engage with the ads and incorporates trends within them for a more convincing reason to download the app.

- TopView Ads

- Brand Takeover

- In-feed Ads

- Branded Hashtag

A Tinder Ad Success Story

- One example of how Tinder uses Tiktok for their advantage is a video released by the Tinder account on february.

- https://www.tiktok.com/@tinder/video/7060162790970953007?_t=8RH0xUbZZh0&social_sharing=v1&source=h5_m&_r=1

- Featuring Tiktok personality “Kayla Fisher” whose videos have been liked by over 20 million people and watched for more than 1 billion times.

- 19.4 Million Views

- 166K user engagement.

- A favorite of mine

- https://www.tiktok.com/@tinder/video/7075039331345550638?_t=8RH0o5N2FqN&social_sharing=v1&source=h5_m&_r=1

Work Cited

ElBermawy, M., Ferrer, S., & Monte, G. D. (2021, August 12). Best tiktok ads examples in 2021 - nogood™: Growth Marketing Agency. NoGood. Retrieved April 10, 2022, from https://nogood.io/2021/08/11/best-tiktok-ads-examples-in-2021/ Iqbal, M. (2022, February 24). Tiktok revenue and Usage Statistics (2022). Business of Apps. Retrieved April 10, 2022, from https://www.businessofapps.com/data/tik-tok-statistics/ Make your day. TikTok. (n.d.). Retrieved April 10, 2022, from https://www.tiktok.com/ TikTok for business: Marketing on TikTok. TikTok. (n.d.). Retrieved April 10, 2022, from https://www.tiktok.com/business/en-US

OOH

- Outofhomeadvertisinginvolvesanythingthatcanbe“experienced”byaconsumer.Itwouldencompass somethingthatcanbeseenoutsideofthehome.Thisincludesbillboards,brandmerchandise,buseswith advertisements,airports,andposterstonameafew.

- OOHadvertisingrevenuehasincreased16.7%since2020.

- TopOOHproductcategoriesof2020:

- MiscellaneousLocalServices&Amusements

- Retail - Media&Advertising

- Insurance&RealEstate

- Restaurants

- Top3OOHadvertisers:

- McDonalds

- Apple

- Geico

- OutofHomeadvertisingisaverybroadspectrum.Anythingthat hasalastingimpactonaconsumercanbeconsideredeffective.

(Fromtheoohisreal.orgcampaign)

Havas Media

- Operatesinover140differentcountries.

- “AtHavasMedia,weinvestinmediathatmatters…webuildamediaexperience(Mx)thatconnectsa clientwiththeirtargetaudience-inthecontextofwheretheyare,throughthecontenttheypay attentionto.”(HavasMedia)

- Let’slookatHavasMediaIndia!

- LaunchedTinder#swipestoriescampaigninheavilypopulatedareas,startingwith Delhi NCR,BangaloreandMumbai.

- DatingappshadneverreallytakenoffinIndia,sothegoalofthe#swipestoriescampaign wastofocusonconsumerscuteandquirkyexperiencesfromusingTinder.

- ThiscampaignwasplannedusingHavasMediasinhousetool,Teutr.Teutrcanidentify congestionpoints,nodalpoints,andmainarterialroadsofeachcity.

- Animportantstrategywastocombineplaceandtime.

Award Winning OOH Campaigns

- The OBIE awards are the highest excellence an Out of House Advertisement can obtain.

- 2021 Platinum Winner: “The Most Searched”

- Advertiser: Google Brand Studio

- Brand: Google

- This multi-media campaign’s main goal was to highlight Black History month. Google used its own data to identify the impact that Black achievements have made on America.

- I chose this campaign because I appreciate the fact that OOH ads don’t always have to be selling something. They can be spreading a message, with the goal of having a lasting effect on their audience.

- Google strategically placed these billboards in heavily populated areas, and at mass quantity. It’s simple yet effective, reminding people where so much of our history comes from.

Works Cited

Google celebrates Black History Month with 'most searched' trends ad.MarketingMagazine.(n.d.).RetrievedApril7,2022,from https://www.marketingmag.com.au/news-c/news-google-most-searched/

Meaningful media.MEANINGFULMEDIA.(n.d.).RetrievedApril7,2022,fromhttps://meaningfulmedia.havas.com/

OutofHomeAdvertisingAssociationofAmerica,inc.>proofoohworks>oohindustrycampaigns>OOHisreal.(n.d.).RetrievedApril7,2022,from https://oaaa.org/ProofOOHWorks/OOHIndustryCampaigns/OOHisReal.aspx

Pastwinners.(n.d.).RetrievedApril7,2022,fromhttps://obieawards.org/Past-Winners

Privacy policy for Havas Media Group USA and Havas Canada.HavasMedia.(n.d.).RetrievedApril7,2022,from https://havasmediagroup.com/privacy-policy-for-havas-media-group-usa-and-havas-canada/

Srinivasan,D.(2020,March5). How tinder's top campaigns cracked the shy Indian dating market.GreenroomBuzz.RetrievedApril7,2022,from https://blog.greenroomnow.com/2020/03/05/how-tinders-top-campaigns-helped-them-crack-the-shy-indian-dating-market/

Tinder's new OOH campaign -swiping right done right.(n.d.).RetrievedApril7,2022,from https://www.4psnews.com/ooh/story/tinder-ooh-campaign-swiping-right-done-right Www.allaboutoutdoor.com.(n.d.). Swiping right done right, says tinder ooh campaign.SwipingRightDoneRight,saysTinderOOHcampaign-OOHNews -AllAboutOutdoor.RetrievedApril7,2022,fromhttps://www.allaboutoutdoor.com/news-detail.php?mid=5610&keyword=OAC

Spotify+Tinder

Spotify is an app which allows users to find millions of tracks, podcasts and episodes. Spotify can be downloaded and used on your phone, computer, tablet, and more. Not only that, but you can create your own personalized playlists and follow artists, celebrities, and friends–you can even create your own radio station.

Tinder partnered with Spotify to introduce a new feature called "Music Mode" that lets users hear a 30-second looped preview of a potential match's choice of music while looking through their profile.

Spotify & Audio Ads

Spotify currently integrates their message into the listeners experience by allowing podcast ads. - “As listeners move from their favorite music and podcasts to an ad break, 93% of the brain’s engagement is transferred to the ads. According to our research with Neuro-Insight, Spotify audio ads saw 19% higher Brand Impact compared to all other media.” (SpotifyAdvertising)

By using Spotify, advertisers can ensure their message will be heard. Spotify delivers audio ads right when listeners are most receptive, in a no-swipe, no-scroll environment.

THE STATS

“Nearly 60% of listeners say they pay more attention to ads they hear on Spotify than on the radio.”

“Over 60% of listeners say Spotify audio ads help them discover new brands and products.”

Tinder & Audio

Tinder recently launched an audio feature on their app in 2021. Voice messages and video chats help people get a better idea of who they are speaking to. Not only does it help build closer connections between future lovers, it lessens the chances of being catfished by a stranger. This additional feature makes Tinder more engaging and exciting.

I think Tinder should advertise this feature more in apps such as Spotify. Because Spotify has applied audio ads as a new way of advertising, I believe Tinder should take advantage of that. Tinder could create a quick audio ad of two people connecting over a video call and at the end have a clickable link that takes the listener right to Tinder.

Valentine’s Day Campaign

A bond forged over a mutual love of a band, song, or podcast-or introducing your new match to something you think they will enjoy-can be so profound and personal. Spotify and Tinder shared some trends they saw from their users on Valentine's Day in 2021, demonstrating how music and podcasts can connect people deeply.

“To get you ready to swipe for love, Spotify and Tinder rounded up some of the top love-themed tracks streamed on Spotify.”

In addition to being relatable to young people, this is also a noteworthy campaign for all people. Nobody can deny the desire for love, and it's not only relatable, but also a unique and fun experience.

Works Cited

Glenday, J. (2021, September 29). Tinder partners with Spotify to generate custom dating playlists. The Drum. Retrieved April 10, 2022, from

https://www.thedrum.com/news/2021/09/29/tinder-partners-with-spotify-generate-custom-dating-playlists

Wordsmith, D. (2021, February 12). Spotify and Tinder Share the Top Love-Themed Tracks this Valentine’s Day. Jozi Gist.

https://www.jozigist.co.za/spotify-and-tinder-share-the-top-love-themed-tracks-this-valentines-day/

10 Tinder Anthems, Love Songs, and Relationship Podcasts to Turn the Volume Up This Valentine’s Day. (2021, February 9). Spotify.

https://newsroom.spotify.com/2021-02-10/10-tinder-anthems-love-songs-and-relationship-podcasts-to-turn-the -volume-up-this-valentines-day/

Wolff, R. (2022, January 10). Advertisers can now run clickable podcast ads on Spotify. Insider Intelligence.

https://content-na1.emarketer.com/advertisers-now-run-clickable-podcast-ads-on-spotify

Spotify Advertising - Reach music lovers worldwide. (2020, May 25). Start Moovin.

https://startmoovin.nl/en/service/spotify-advertising/

Tinder asking me to sign up for Spotify - Page 3 - The Sp. . .. (2022, February 20). Photo.

https://community.spotify.com/t5/Ongoing-Issues/Tinder-asking-me-to-sign-up-for-Spotify/idi-p/4613344/page/3

Massey, J. (2020, October 27). Tinder Launches “Face To Face” Video Call Feature. LADbible.

https://www.ladbible.com/news/technology-tinder-launches-face-to-face-video-call-feature-20201027

Instagram

Owned by Facebook, Instagram is the premier picture and video sharing social media network worldwide. Launched in 2010 Instagram has 1 million active users in the first month. In 2023, Instagram is expected to reach 1.2 billion users.

In 2015, Instagram and Tinder integrated so that people could attach their instagram profiles to their Tinder ones. This changed the way people used Tinder forever because originally users were only able to see a select few pictures, whereas now that it can be linked with your instagram account you can much better understand the person.

The biggest reason this collaboration was such a success was because while Instagram is no dating app, there is still lots of correlation between the social media sites. For one,

Video Ad

Following the implementation of this new feature connecting both Instagram and Tinder, Tinder put out this ad to make people aware of the update.

Another purpose this ad has is making Tinder users feel more connected to the strangers that they are seeking based on being able to also see their instagram posts. This ad clearly shows that the man seems to have a complete understanding of who this girl is after going through her pictures and videos.

Success Story

Award Winning Ad- Swipe Night

Tinder’s wildly successful Swipe Night experience won the company’s first-ever Entertainment Grand Prix at the 2021 Cannes Lions festival. This award recognizes creativity that goes beyond branded content to create authentic entertainment that impacts culture. More than 20 million Tinder members around the world participated in the inaugural Swipe Night experience, which led to a 26% increase in matches.

Swipe Night is a first-person, interactive experience where Tinder members can swipe at key points to move the story forward and see where it takes them. Their choices dictate more than just the story; they also impact who they match with and what they might chat about once the epic journey ends.

This award follows recognition for Tinder as one of Fast Company’s Most Innovative Companies of the Year in 2020 for Swipe Night.

Works Cited

Bonnington,C.(2022,April10).“TinderStalkingJustGotWayEasier.”Www.refinery29.com, www.refinery29.com/en-us/2015/04/85672/tinder-instagram-integration.RetrievedApril10,2022, Clement,J.(n.d.).“InstagramUsersWorldwide2023.”Statista,22Apr.RetrievedApril10,2022,

“Tinder:NowwithInstagram!|ProductRelease|Tinder.” Www.youtube.com,www.youtube.com/watch?v=jwqj-wqzt9Q.Accessed10Apr.2022.

“TinderWinsEntertainmentGrandPrixforSwipeNightatCannesFestival2021.” Tinder Newsroom, www.tinderpressroom.com/2021-06-25-Tinder-Wins-Entertainment-Grand-Prix-for-Swipe-Night-at-Cannes-Festival-2021.Accessed11Apr.2022.

Conclusion

- Tinder was first introduced in a college campus back in 2012 and is now worth over 40 million dollars.

- Their advertising department has created multiple campaigns in locations all over the world. They target a younger audience with their creative media ideas and have even been awarded for their advertisements.

- We think Tinder is a very successful company and have proved their advertising departments knows how to target an audience.