Marketing

OkCupid is launching a new campaign dubbed “VILF” to engage users with the upcoming elections and to add a fun and risqué twist.

The dating app will provide a VILF badge users can display on their profiles to attract people who want to talk about politics, and to show their engagement with GOTV, or get out the vote. This year is a politically charged one in the U.S. with the Presidential election around the corner, and activists want to make sure people are registered to vote and that they cast their ballots.

Match Group shared in an exclusive interview with Marketwatch that they expect its dating app Hinge to triple its revenue by the end of the year.

Analysts shared that they are optimistic about the dating app’s prospects too, with 6 million monthly active users and about 400,000 subscribers. Hinge has the opportunity to add more paid features and can raise subscription prices as ways of increasing revenue among its so-called “premium” customer base of high earners. According to Marketwatch, Morgan Stanley analyst Lauren Cassel said, “we believe Hinge is Match’s next major revenue and earnings growth driver.”  

Tinder’s popular original interactive series Swipe night will debut In India this month, almost a year after its initial U.S. debut.

India’s Tinder subscribers were supposed to see Swipe Night earlier this year in the spring, but the coronavirus pandemic delayed the premiere until now according to Gadgets 360. The premise of the series centers around the apocalypse, and Tinder didn’t think it was the right time for the subject. India is still dealing with 90,000 new cases of the virus each day, more than any other nation, and is one of the hot zones for virus spread, along with the U.S.

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. 

The Meet Group’s revenue and profits soared past original milestones for Q2 of this year, thanks in part to so many singles turning to dating apps during coronavirus lockdowns.

The company beat Wall Street estimates, with net income at $10.3 million, up from $2.2 million in the same period last year. This was a huge jump – resulting in a 373% increase in profits for the company. According to Philadelphia Business Journal, The Meet Group did not conduct an earnings call with investors over Q2 results, nor did they speak to the publication about the increase, and what part of its business was generating the most income.

Match Group announced that it had exceeded Wall Street revenue expectations for Q2 despite concern over drops in paying subscribers and a la carte services in April, as coronavirus began to spread through the U.S. The company also saw its stock tick up in value immediately following this news.

Match Group reported second quarter earnings that grew 15% year over year, and an 18% increase in subscribers year over year. Their earnings report also shows an increase in subscribers and downloads over pre-pandemic levels, and according to Business Insider, paid subscriptions are also back to the same level as before.