Five content advertising examples from internet dating sites and apps

Five content advertising examples from internet dating sites and apps

Dating web sites tend to see a surge in traffic between New Year’s and Valentine’s Day.

But, it is not only the dread of February 14, aka ‘singles understanding day’, that gets people registering.

These sites are cleverly tapping into customer demand as online dating services become increasingly popular – with 15% of all American adults reportedly having used one.

Although some bigger online dating sites depend on tv or PPC advertising, good fashioned that is old marketing stays a powerful way to attract a clientele.

Here’s a review of just a couple of examples. And also to find out more with this topic, always check down these Econsultancy resources:


OKCupid had been one for the online that is first web sites to utilize content to drive its overall strategy.

The initial incarnation – OKTrends – had been run because of the company’s co-founder, Christian Rudder, whom used their mathematical back ground to create the tone associated with the weblog.

Really, he switched data and individual information into fascinating articles, creating interest that is huge online visitors in general – not only those having its primary relationship solution.

Since being obtained by your blog changed, nonetheless data and understanding from the dating community continues to be in the centre of their content.

Additionally frequently posts bigger features, built to poke enjoyable during the perils of contemporary dating. One present instance is the amusing ‘Dictionary for the contemporary Dater’, entirely on its moderate weblog. Managing to prevent the cliches of internet dating, it utilizes humour that is relatable engage and amuse readers. is yet another site that utilizes data to share with its content, mostly for its‘Singles that are annual America’ research, which surveys over 5,000 US singletons to generate informative and in-depth infographics and blogs.

This past year, the ‘Clooney Effect’ had been perhaps one of the most effective bits of content to arise, afterwards being found by an amount of visible writers such as for example Glamour and company Insider.

Stemming through the statistic that 87% of males would date a lady whom made ‘considerably more income’ than them (like Clooney and their extremely effective spouse, Amal Alamuddin) – it built on themes of positivity and empowerment to come up with interest. The study was published, the results speak for themselves with a reported 38% increase in traffic around the period.


Unlike the aforementioned examples, eHarmony hinges on emotive storytelling as opposed to data.

By having a helpful and thoughtful modulation of voice, it aims to stem the worries and basic stigmas that surround internet dating, utilizing advice-based articles to push enrollment in the primary website.

While many have actually labelled its design of content as patronising, one area where eHarmony undeniably succeeds is with in user-generated content. The ‘success tales’ page of the site is plagued by good reinforcement, cleverly wearing down content into different groups to focus on a wide number of demographics and backgrounds.


In only two brief years, Tinder acquired significantly more than 50m users – a feat that will maybe be put right down to its use that is shrewd of integration.

By allowing users to register making use of their Facebook login, it cleverly cuts through the frustrations of conventional relationship websites, motivating a more youthful market to down load and make use of the software.

Unsurprisingly, Tinder can be one of the better types of simple tips to make use of social networking to engage users. Not just does it incorporate social on its software (now enabling users to cherry-pick the Instagram pictures which they want to show on the profile) moreover it populates its very own social networking with interesting, funny and decidedly tongue-in-cheek content.

For instance, its Facebook web web page constantly drives interest. A year ago, a Valentine’s Day post produced over 58,000 loves, 9,600 stocks, and 2,900 remarks – being released over the top in terms of engagement for on line sites that are dating.


Dating application, Hinge, has turned its back on ‘swipe culture’, recently presenting a model that is subscription-based assist users develop significant connections. Top features of the software, unlike Tinder, may also be built to resonate for a much much deeper degree. For instance, users have to ‘heart’ specific elements of another’s profile like the guide they’re presently reading or their karaoke that is go-to song.

Hinge additionally develops on its positioning as being a ‘relationship app’ in place of a dating application to notify its wider content advertising.

A current e-mail campaign, launched over time for Thanksgiving, asked users just exactly what these people were thankful for.

Utilizing a regular theme alongside an email of gratitude – it had been an imaginative exemplory case of just how to use content to reinforce brand name values and reignite individual interest.

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