Be Where Your People Are Swiping
The rise of social media has allowed platforms of all different kinds to surface. Surely, most people are familiar with platforms like Facebook, Instagram, Twitter, and Snapchat. On each of these platforms, users can find like-minded people in groups, lists, or using hashtags and tagging brands. But for some communities, these broad platforms aren’t enough. Yes, there are groups for almost any interest and activity on Facebook, but some communities have their own niche platforms.
Niche platforms exist to give the communities of specific interests or activities a place to congregate. Niche platforms allow people with the same interests to communicate, learn and socialize with each other. As social media usage continues to grow and expand, more and more platforms have been developed, dedicated to specific niche communities.
Niche platforms have also been rising due to the increase in polarizing thoughts and the capitalization of the more prominent social media platforms like Facebook, Twitter, and Instagram. Social users with specific interests and hobbies are moving to use niche platforms because they house a more civilized and focused social environment without the negative content of the more general social platforms.
While brands have learned to master the art of social media marketing, brands can also take advantage of niche platforms. Niche platforms gather users with similar interests in one place. Brands familiar with their target audience should be present where their audience is. If a niche platform has users that are a part of its target market, these platforms make it easier for brands to communicate and engage with social sites that are more saturated with their target audience.
A great example of brands taking advantage of niche platforms is advertising on dating apps. Dating apps like Tinder and Bumble are saturated with young adults who are single and ready to mingle. 75% of young adults ages 18–24 are present on Tinder, and 31% are on Bumble. Whether young adults are using these sites for casual relationships or serious relationships, they all have something in common; they want to form some kind of connection with another person.
Tinder and Bumble are among the most popular datings apps with young adults. Both platforms allow brands to purchase ads visible to their users. Tinder and Bumble function by allowing their users to “swipe” through other users. Swiping left indicates being uninterested while swiping right indicates being interested. This is also how users can interact with the paid ads. Swiping right would create a chat between a brand and the user.
According to Facebook, ads served through Tinder are seven times more effective than banner ads. One success story involves Domino’s Pizza. In 2014, Domino’s took advantage of this market by creating a Valentine’s Day campaign. Domino’s was among one of the first brands to use Tinder’s chatbot services. Once users “matched” with Domino’s Pizza on Tinder, Domino’s would communicate with users via chat bot services that would spew out “cheesy” pick up lines and give users special deals. These conversations were used as user generated content on other social platforms to promote the brand.
Dating platforms are best for brands in the entertainment, food and beverage and health and beauty industries. Users of dating apps are looking to feel good and look good. Food, beauty products and entertainment all look to do that for their audience. While dating app users are swiping through potential suitors, ads have the ability to catch their eyes as well.
Dating apps might have a very niche audience and function, but they give brands a very interesting advertising experience. Paid ads on dating apps give brands an isolated platform that gives the brand all the user’s attention and a chance to “chat” with the brand. Whether dating app ads create leads or direct users to splash pages, it is another unique way to connect with audiences.
Bain, P. (2020, August 17). As Dating App Usage Surges, Should Marketers Follow? Morning Brew; Morning Brew. https://www.morningbrew.com/marketing/stories/2020/08/17/dating-app-usage-surges-marketers-follow
Gitlin, J. (n.d.). Dating apps are common, useful — and widely disliked | SurveyMonkey. SurveyMonkey. Retrieved October 23, 2021, from https://www.surveymonkey.com/curiosity/dating-apps-and-sites-are-almost-as-common-as-they-are-disliked/
Newsroom. (2018, February 14). Domino’s Becomes First Company to Use Tinder’s New Chatbot Services — Lovely Mobile News. Lovely Mobile News — Lovely Mobile News. https://lovelymobile.news/dominos-becomes-first-company-to-use-tinders-new-chatbot-services/
The Tribe. (2020, July 24). How Can You Reach An Audience Segment On Dating Apps? — Tribu Digital Marketing Advertising firm in San Antonio, TX. Tribu Digital Marketing Advertising Firm in San Antonio, TX; Tribu Digital Marketing Advertising firm in San Antonio, TX. https://wearetribu.com/how-can-you-reach-an-audience-segment-on-dating-apps/
