Dating apps – Not the OkCupid’s or the Match.com’s, or even the PlentyOfFish’s. We’re talking about the millennial “dating apps”. This includes the Tinder and Bumble’s of the world. The apps that skip all of the formalities such as a real and developed “about me” section and cater to the young and shallow millennials with a short attention span. This may come across as if I’m against either or but that’s definitely not the case. These differences are simply a result of branding which has created complete different perceptions/expectations for each app.
The interesting thing here is that even if you come across the same person on each of these dating platforms, your expectations will be different because of the attributes associated to the brand as well as their communication. The idea for the article was sparked from a weekend conversation with a friend of mine. He was telling me how great Bumble was because the people on there are better than Tinder users, which is interesting considering the overlap of users between the two apps. This led me to the ultimate question:
How are Tinder, Bumble, and Hinge branded?
The most popular of the bunch, Tinder boasts over 50 million users worldwide and over 1.4 billion daily swipes. Being the most popular comes with the curse of being the most judged. It has amassed a stigma of simply being a hook-up app in which it’s difficult to obtain a meaningful relationship. However, due to their large audience, it is still an attractive platform for marketers looking to reach young millennials. Several brands will create Twitter accounts to promote giveaways, launches, and more. An example of this was in the U.K. with a Dominos Pizza Tinder account. Check out a video of their execution below:
Funny enough, the CEO of Bumble was a former executive for Tinder. The app is branded as the feminist friendly dating app in which the female user initiates the conversation. They have done everything in their power to not be compared to Tinder and to speak to females in their marketing efforts. An example of this is with their “Be the CEO” out-of-home campaign, which reads: “Be the CEO your parents always wanted you to marry. (then find someone you actually like)”.
Bumble stays true to being an app for feminists and with that position the brand isn’t afraid to let it be known.
Launching in 2013, Hinge was originally designed as yet another “anti Tinder” that tried to create more meaningful relationships through showing you users you have mutual friends on Facebook with. However, this positioning didn’t change the way people were using the app which prompted Hinge to re-launch in 2016 with features that sparked conversation about the person’s interests from the start. Hinge is trying to separate themselves from the group of swiping apps and offer something real for their users. Or at least that’s how their messaging comes across.
Most recently, the brand crashed weddings across the U.S. with Snapchat geofilters aimed for those at the “single table”. An execution that would simply not work as well with apps such as Bumble or Tinder.
So here’s the thing. Even though you may literally see the same person on each of these three apps, your perception of them could differ. Whether you assume they are ready for a real relationship on Hinge or looking to hookup on Tinder, these perceptions are real and are a result of how the brand communicates, their app interface, and last but not least, their marketing efforts.
Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on Twitter, Instagram, and connect with him on LinkedIn.