Whether spending Valentine’s day alone or with a significant other this year, the world of online dating has never been more versatile and user-friendly. Apps matching people from different backgrounds, astrological, and behavioral compatibilities are just a few of the many ways users have been finding love online as of recent. With many singles’ spots closed down for the time being due to Covid-19, dating apps are a great way to put yourself out there and find a compatible partner.
As online dating continues to increase in popularity, many online-dating applications are fostering a community on social media. Their growing communities feature highly-engaged audiences, rich content, and even influencer partnerships. With multiple factors working in their favor, dating apps are experiencing high growth, steady engagement, and further brand awareness with each collaboration.
By using the Tagger platform’s growth, mentions, and engagement toggles, we found these 10 dating apps relying on influencer marketing to share the love this Valentine’s Day.
- Hinge (@hinge) - With just under 150 sponsored mentions, Hinge is underutilizing the power of influencer marketing, shown by their declining follow count. The dating app “designed to be deleted” has experienced a slight decline in the past month of around 40k followers. With their most recent partnership posts having a potential reach of 44,000, the app could be reaching a wider audience and boosting their brand awareness with the help of influencer marketing.
- Grindr (@grindr) - The most popular app for gay, bi, trans, and queer people, Grindr has worked with influencers regularly, with some of the app’s sponsored collaborations featuring a potential reach of over 500,000. With over 8k total mentions, the app’s efforts to grow have paid off, seen in their 10% growth over the past year.
- Match (@match) - Longstanding dating app Match made a pop culture comeback at the end of 2020 with their viral “Match Made in Hell” commercial, but this commercial was not the only trackable factor indicating growth. Sponsored posts with influencers can be seen on the app’s Instagram, Twitter, and Facebook, showing utilization of cross-platform marketing. Despite Match’s success with influencer marketing on each of these platforms, they could further their reach and brand awareness with increased influencer marketing specifically on Instagram. Previous collaborations with influencers on the app’s profile have a potential reach as high as 332,000 users, effectively boosting their brand awareness and reach.
- eharmony (@eharmony) - With 20 years in the online dating world, it’s only fitting that eHarmony’s Instagram page has grown by over 20% in the past year. The brand’s recent social media marketing tactics have proven effective, one of these being the utilization of micro-influencers for sponsored posts. As mentioned in this week’s post 3 Tips to grow your small business through Influencer Marketing, micro-influencers are one of the most effective ways to grow a follower base, by getting higher quality leads from influencers with smaller, more loyal followings.
- Chorus (@get_chorus) - The dating app featuring matchmaking by friends and roulette dating has forged a creative influencer marketing strategy by effectively using Instagram carousel and video. The app’s Instagram page features friends “pitching” their other friends for dates as well as videos from relationship experts. With no shortage of information or engaging posts, Chorus experiences around 37% engagement on average on every single one of their Instagram posts. With an extremely small but growing following, the app’s engagement will only continue to encourage this growth.
- NUiT (@nuitapp) - Matching users based on astrological compatibility, NUiT is another budding dating app on the market in recent months. Its Instagram profile, though small, is quickly growing and has curated a highly-engaged audience through posting on astrological updates, actual user reviews, and relationship advice. The brand’s user reviews are one of the ways’ it uses influencer marketing, with many of these users being the influencers who then feature NUiT on a sponsored post.
- OkCupid (@okcupid) - Investigating the app’s Instagram growth of 40% in the past year, some of this is thanks to the use of sponsored posts, with the app’s most recent mentions averaging a potential reach around 20,000. More credit for the growth can be given to their cross-platform marketing, with active engagement on Twitter, Facebook, and Instagram.
- Zoosk (@zoosk) - A dating app using behavioral matchmaking, Zoosk’s Instagram has grown by around 12% in the past year. Their audience numbers continue to grow thanks to regular engagement on the brand’s posts- many of which detail actual user experiences on the app. With an audience of nearly 150k and counting, Zoosk’s tactics could be further boosted with the introduction of more direct influencer marketing.
- S’More (@smoredate) - The app designed to let you get to know other users before revealing what they look like, S’More has been featured on Instagram by celebrities and influencers alike, as well as in publications like Elle and Forbes. Interactive events with speakers and celebrities promoting S’More have been utilized to promote brand awareness, and even follower giveaways have promoted audience engagement.
- Tinder (@tinder) - With an estimated 50 million Tinder users and just over 350k followers on Instagram, the popular dating and hookup app has effectively used influencer marketing in preparation for the upcoming Valentine’s holiday. The brand has over 800 sponsored mentions from individual users, with one of those most recent mentions having a potential reach of 83,000. Partnerships from big names like Adam Levine, Jennifer Lopez, and Shay Mitchell have also increased Tinder’s brand awareness and engagement.