Bumble Uses TikTok to Drive Subscribers

Bumble on TikTok

Bumble has turned to TikTok to help drive new subscribers, and has seen its installs increase five times between March and May when their campaign took place. The dating app has also seen its costs per subscriber decrease by 64% since running its direct response ads on TikTok’s platform, according to Mobile Marketer.

Bumble employed influencers to raise awareness of its app, creating content that would attract new users, specifically the younger demographic that gravitates to video-based social media like TikTok. The partnership was a success, with Bumble reporting revenue last month that was second only to dating app Tinder. 

It’s unclear how much the increase in new subscribers was directly due to TikTok’s influence, or to the fact that more people are turning to dating apps to connect during a deadly pandemic. Bumble launched its in-app video chat feature last November and has seen its user base rise as more people are video dating, too.

TikTok has become one of the most popular social media platforms in the world as users flock to the Chinese-owned app, which has been downloaded more than 2 billion times. During the pandemic lockdowns in Q2 of 2020, it was downloaded more than 300 million times, according to research firm Sensor Tower.

In light of this news, TikTok has announced that it will provide a $200 million fund for creators to produce content which will be distributed in the next year.

As its popularity grows, TikTok has also come under fire from the U.S. government, with the Trump administration threatening to ban the app in the U.S. - citing security concerns as tensions between the two countries grow. 

There have been concerns with Chinese-owned companies before. Notably, Beijing Kunlun Tech was forced by a U.S. oversight agency to sell dating app Grindr last year due to privacy and security concerns, specifically because Grindr housed such personal information, including the HIV status of its users.

Microsoft has been in talks with TikTok to negotiate a deal, as has Oracle Corp. which Trump recently backed after announcing his intention to ban the app. Also in the mix is a group of U.S.-based investors who are considering buying a majority stake in TikTok to eliminate concerns about data privacy.

Bumble doesn’t only have its sights set on TikTok. Since March, Bumble has put some effort into various marketing campaigns to capture the attention of users stuck at home, like partnering with AirBnb to offer virtual first dates in attractive locations - such as a cooking lesson in Italy. They also partnered with HBO Max to cross-promote its May launch and its original series Love Life with Anna Kendrick. Bumble offered a preview of the series and food delivery gift cards for those participating in a scavenger hunt on its app.

For more on this dating service you can read our Bumble review.