Tinder

By now, we all know of Tinder’s unprecedented success in the online dating market. But how exactly did they make it happen – gaining over one million active users in less than a year, and then to gather 24 million users in only two years?

According to Tinder, there were two essential challenges with the online dating market before they launched the product: first, there was social stigma associated with online dating – the perception by the general public that it was a last resort, rather than a good way to meet people. Second was geographical concentration – people like to date others they know are close by; it would have to work on a micro level before it worked on a national or even worldwide level. Meaning, Tinder had to get active users who were all in the same area to enjoy using it to create stickiness. Think about it: when you download a dating app, it’s a little disappointing to see that your matches live an hour or more away.

With these two things in mind, Tinder started its marketing initiatives on college campuses. Two of the company’s co-founders were active in their respective fraternity and sorority, and first approached them for help in spreading the word. Justin Matteen, one of the co-founders, hosted a party at his parents’ house where he invited his college fraternity and sorority members from USC to help launch Tinder. For admittance, attendees had to show their phones at the door – and prove that they had downloaded the app.

This strategy worked effectively, because it addressed the online dating stigma by populating the dating app with young, socially active and attractive young people, creating a desire for a wider audience to download and use the app (in the hopes of meeting some sorority girls, we suspect). In addition, it created a buzz within a geographically close community – fraternities and sororities on the same campus. From there, Tinder’s team went to college bars and approached non-Greek members, enticing them with meeting other attractive young students via the app.

The strategy of marketing to college campus influencers worked – within six months, Tinder had half a million users. From there, the company had to branch out to a larger demographic. They started city by city, holding parties at exclusive nightclubs, appealing to the 24-35 year-old demographic. As of first quarter in 2015, the company had 24 million users.

“In early months, over 85% of our user base was between the ages of 18-24, but now that age demo only makes up about 57% of our user base," said Matteen in website Parantap. "We are seeing a huge upswing in both 25-34 year old demographic and 35-44 year old demographic.”

Tinder has taken off thanks to a remarkably executed marketing and influencer campaign. As a result, they have changed the whole online dating industry.

For more on this dating app you can take a look at our review of Tinder.

Little Lizzie McGuire herself, Hilary Duff, is officially on Tinder.

Her appearance on the popular dating app has been big news since a Tinder user came across her profile and posted a screen shot to Reddit. Naturally, there were plenty of skeptics, but Duff confirmed to radio show Valentine in the Morning that she is indeed on the app. And that's not all she had to say about her new adventures as a mobile dater.

"In my life I've always had really serious boyfriends, I've always met people through work, and I've never been on a blind date," she said. Determined to try something new, she turned to Tinder and called the experience “wildly addicting” so far.

Some would dip their toes slowly into the online dating waters, but not Ms. Duff. She jumped straight in and says she's talking to “probably about nine guys right now.” Not to suggest she has no standards – a shirtless mirror selfie is an instant swipe left, she explains, while a funny profile is likely to get you a right swipe.

Duff even went as far as to dish on her first Tinder dates. It appears her style is low-key, active, and affordable. Her first date was to a bowling alley, with the second scheduled for a go-karting track. She even brought friends along to the first date, making sure things stayed safe and laidback.

So how did things go on the big day? During an interview with On Air With Ryan Seacrest, Duff said “He was cool. He brought a friend and I had some friends there. He used to be in editing for reality shows. Now, he’s an actor and he just wrote a play. He’s an interesting guy.”

Still, it doesn't seem that sparks flew on the first try. She says the night didn't end with a kiss, and that she's unsure about the prospect of a second date. “I don’t know how I’m feeling,” she told Seacrest. “We’ll see how it goes.”

Duff likely has plenty more meetups to look forward to, as rumor has it cameras were rolling during her bowling date. Sources told TMZ that Duff plans to capture her exploits in the dating world on camera for a reality show that chronicles her life as a new divorcée.

So far her rep has no comment about the potential reality show, but Duff was allegedly seen on a second date and once again cameras were recording the proceedings.

Will you be tuning in if the Duff dating show makes it to TV?

Ah, the much-maligned hookup app.

It gets a bad rap. Naysayers act like “hookup culture” is a recent phenomenon, like having smartphone access to hundreds of possible dates suddenly made people want to have casual sex with each other.

It sounds silly when you think of it that way, doesn't it? The hookup app didn't make people more inclined to hook up, it just made it more efficient.

We talk about tools like Tinder in a very specific way. The media says they've “revolutionized” how people date and mate. “But,” Mic notes, “what we call modern might not be so new.” The Tinders of the world wouldn't exist if it weren't for one “humble predecessor” that started it all: Craigslist.

Cragslist got its start in 1995, as an email mailing list in San Francisco. It wasn't long before it became more than a marketplace for products and services. Soon it was connecting individuals, spurred on by the opportunity for free, uncensored, and anonymous connections. The site's sparse layout, faceless profiles, and near-endless options made it a perfect destination for those looking to explore.

Craigslist created a uniquely candid atmosphere. Openness between strangers was encouraged. Users felt comfortable sharing their deepest, darkest desires – maybe things they hadn't even acknowledged to themselves. It was, and still is, a place to get honest with yourself and honest with others. Users can be fully themselves, the ultimate freedom.

Like the so-called hookup apps, Craigslist is about more than just sex. Out of that vulnerable environment springs actual emotion. Something casual can lead to dating and even marriage. The basic premise of CL's “Casual Encounters” section and a hookup app is the same: “connect people who might not have met otherwise and facilitate real-life meetups for sex or dating.” In that sense, Craigslist is the ancient ancestor of every dating service we have today.

Now Craigslist is a fish in a much larger ocean. It's lost a significant portion of its audience, who have turned instead to the booming dating market and its enhanced technology. Image-centric profiles and geolocation tech make it easier than ever for users to quickly connect in person.

That being said, Craiglist has yet to lose its appeal. While other dating services become progressively less private, Craigslist retains its strong sense of anonymity. That's an invaluable commodity in a world that increasingly shows little regard for privacy.

For more information on the original hookup app take a look at our Craigslist review.

The great thing about online dating (well, one of many) is that it can connect people from almost anywhere in the world. The not-so-great thing is that, eventually, one of those people is bound to be someone you wish it wasn't.

A big city seems surprisingly small when swiping leads you to an ex, or a co-worker, or – squick – a sibling. As soon as that familiar face pops up on your screen, the buffer of anonymity you thought you had shrivels up and expires.

Once upon a time, part of the appeal of online dating was the privacy factor. It felt safe. Looking at photos and a profile kept you one step removed from the real human on the other side, making vulnerability easier and rejection less painful.

Now, with more and more people turning to dating sites and apps, you're increasingly likely to run into someone you recognize. Or worse, someone who recognizes you. Kiss that safety net goodbye.

Some dating services are taking steps to ease the awkwardness. Grindr allows users to set geographical constraints and block other users. On JSwipe, users can turn off the ability to be seen by or match with Facebook friends. On Tinder, a simple swipe left means that person will never appear on your feed again.

OkCupid has plans to take things a step further, with new features set to roll out in the upcoming months. One will allow a user to hide their profile from all users by default. It will only be seen by people they actively “Like” or send a message to. The other feature adds the option of connecting a Facebook account, so all Facebook friends are immediately blocked on OkCupid.

While some are fiercely protective of their privacy, others are taking the opposite stance. A handful of Tinder users told The Daily Beast they swipe right on familiar faces as a friendly hello or a way to reconnect platonically with old acquaintances. Some even admitted to using dating apps and sites to keep tabs on exes. Just imagine the trouble location-based apps could get you into under those circumstances.

If the question is “Is online dating – and social media in general – bringing an end to anonymity?” the answer has to be yes. But if the question is “Does it matter?” the answer becomes more complex.

There's no doubt safety is important. Certain info doesn't belong online because it puts you at risk. But beyond that, what's the issue? Insecurity? Vulnerability?

The world will be a better place when we don't feel insecure or ashamed about wanting a relationship, and seeing as vulnerability is key to any strong romantic foundation, perhaps it isn't something to be feared after all.

There's no doubt Tinder is the biggest dating app in the game, but even it is not immune to criticism.

More often than not, that criticism takes the form of concerns that the Tinder profile is too minimal, meaning users swipe with their eyes instead of their hearts.

As criticisms go, it's not the most unfounded. Far from it. Serious daters tend to gravitate to services with more thorough profiles, like Match or eHarmony, or even OkCupid, while Tinder gets relegated to the “hookup app” category.

With a couple of new updates, the tide may turn for Tinder. The first is Instagram integration, which allows users to scroll through the Instagram profiles of potential matches within the Tinder app. A high percentage of Tinder users already include their Instagram handles in their profile, so it's a logical move for the app.

With Instagram integration inside Tinder, users can click into each other's Instagram profiles to see the most recent 34 pictures posted. To see more extensive details like comments and likes, they can click directly into a profile. Users who have private Instagram accounts are presented with an option to grant Tinder access without setting the whole profile to public.

At first glance, it's still all about image – Instagram is the king of visual social media, after all. But dig a little deeper and Instagram also offers plenty of details about a person's life, including interests, activities, and personality insights. An Instagram account can provide useful context for a sparse Tinder profile that makes the person behind it more three dimensional.

A second update adds common connection info, allowing you to see if you share mutual friends with a match. "When you're able to assess the degrees of separation between you and an individual,” Tinder cofounder and President Sean Rad told Mashable, “it adds a lot of value in the form of context, trust and everything."

The final update adds an Interests section to the profile, available to both free and paid subscribers. Users can opt to pull their interests directly from Facebook, creating a more well-rounded, accurate Tinder profile.

“This is the first of many steps to take the recommendations engine to the next level and help you assess the person you’re matching with and start those conversations,” Rad told TechCrunch. “If we can provide our users with more relevant information for each connection, we can take them halfway there in terms of getting a conversation going.”

Recently, Gap came under fire from Tinder executives by posting fake profiles advertising their wares on the dating app, hoping people would swipe right to participate in a new campaign. The problem was that Gap didn’t get Tinder’s permission, so Tinder ordered Gap to take them down.

But Tinder isn't cracking down on fake profiles or spam-like ads for all companies looking to promote (though it did hire an agency who is cracking down on their spamming issue). Tinder only allows companies who are actually paying to post their fake “profiles” - and these companies are reaching their target audience of young consumers in a really big way.

Native advertising on Tinder works like this: the company creates a "profile" targeted to its audience, and uploads to Tinder. From there, users will come across the profile and swipe left or right, depending on if they like what they see. Companies that have done this recently include Starbucks and Dominos Pizza.

But now, it's not only companies looking to advertise - musicians are taking advantage of Tinder’s user base, using the service to promote new videos and album releases. Because musicians are constantly looking for new ways to reach their audiences and gather new fans, they have become more creative in their online promotions. Tinder is the latest tool, and recently did a campaign with singer Jason DeRulo.

Forbes reported that Jason Derulo became the first musician to use the Tinder promotional strategy to launch a new single. When users swiped right, they were given in link to a YouTube page where they could watch the brand new video for his new song, which was also getting a huge push via radio. The campaign was a success: over 1.1 million people swiped right (meaning they liked him) – in three days. The song became a top 40 hit, with 14% clicking through to purchase his song on iTunes.

Of course, it helped that the song was speaking to his target market – daters who are looking for a late-night hook-up, a la Tinder. In the video, DeRulo is shown fantasizing about a woman he had sex with, jumping out of bed in the middle of the night to go to her apartment, where she is of course fantasizing about him, too.

The success of the campaign will surely capture the attention of other musicians and companies who want to appeal to their target audience: young singles. These companies are also finding that effective advertising means meeting these people on their own turf – social media, rather than traditional stuffy ad campaigns. People are much more mobile, and looking at their phones more than looking up at a billboard.

One thing’s for sure, Tinder doesn’t have to worry about meeting revenue goals through subscriptions to its premium (and pricey) service. Companies will likely be more than willing to offer money for campaigns that have this type of success rate.

For more on this popular dating app you can read our review of Tinder.