Dating apps have become a global phenomenon. You’ve probably heard of Tinder, Match.com, Bumble, Hinge, Coffee Meets Bagel … the list goes on. In 2017, experts estimated more than 500 million singles online around the world. But how do people really feel about online dating and dating apps? And how can dating app companies capture the attention of nearly half a billion single people online? Today, we’re using our (1) customer intelligence platform and (2) our audience analysis tool, Profiler, to analyze public attitudes and preferences on today’s top dating app: Tinder.
Tinder: Swipe Right
Tinder is probably the first app that most people think about when they think of dating apps. To give you an idea of its popularity, here are some basic stats. The app has over 50 million users and over 1.6 billion swipes happen on the app every day. About one in five U.S. men and one in ten U.S. women use Tinder. And the average user logs in 11 times a day!
Tinder made “swiping right,” which expresses your interest in another user, a popular format for other dating apps.
Customer Intelligence Platform Reveals Top Dating App
We wanted to compare Tinder with two other big names in the dating app industry: Bumble and Hinge. To do so, we used our customer intelligence platform to pull in all online mentions related to the three apps for the past three months. Here’s what we found.
By far, people on social media talk about Tinder far more often than they talk about Bumble or Hinge.
This map shows you where people are talking. Since our customer intelligence analysis was conducted in English, our results highlight countries where English is often used.
This timeline examines how conversations about dating apps have evolved from July 2019 to September 2019. Compared to posts, comments, and content related to Tinder, the conversations about Bumble and Hinge are fairly low.
A sudden spike in August 2019 was detected by Signals, our AI-powered trend detector.
Our platform identified the cause behind the sudden peak in an auto-generated contextual report. (We chose to highlight two pieces of top content, but the contextual report behind the spike identifies all top content that contributed to the sudden spike.)
The top piece of content was a video called “Sidemen Tinder in Real Life 2.” Sidemen, a YouTube channel consisting of 7 gamers with a cult following, posted this video in August. In this video, the group brings Tinder to life by using pick-up lines on female guests, who can then “swipe right” or “swipe left.” As of October 2019, the video had 20 million views.
In addition to this fun video, Tinder also partnered with Dice Media, a digital producer of video content, to produce a video called “Adulting.”
As of October 2019, the YouTube video had over 5 million views and the Facebook video had over 26,000 likes. Based on the high engagement rates of video content produced by channels with large followings, Tinder should continue partnering with video creators for featured content.
Customer Intelligence Platform Reveals How People Feel About Tinder
We also decided to analyze how the sentiment of posts related to Tinder changed over the past three months.
Take note of the sharp spikes in positive sentiment in August when the videos were published. Video content, especially when combined with humor or storytelling, performs exceedingly well and helps to boost positive sentiment for a brand.
However, in comparison to Bumble and Hinge, Tinder has the highest ratio of negative sentiment.
On top of that, emojis can be quite telling.
The top emoji (by far) is one that’s laughing and spewing tears of joy. It’s often used when something is funny. Another top emoji has tears streaming down its face, while yet another is also laughing with tears. This suggests that many people share funny Tinder experiences that leave people feeling incredulous or baffled, like this user.
Customer Intelligence Platform Analysis on the Audiences Behind Tinder
Let’s take a closer look at the people talking about Tinder online.
Sixty-six percent (66%) of social media users talking about Tinder are between 18-24 years of age, with 67% of this age group identifying as female. Additionally, 25-to-34-year-olds generate 34% of the online conversations about this popular app. The numbers drastically drop among older age groups.
Where do people like talking about Tinder?
Most of the online conversations (39%) about Tinder take place on Twitter, while 27% happen on forums, and 25% on Reddit.
Looking for icebreakers for your Tinder date?
We used Profiler, our audience analysis tool, to get a closer look at the preferences of people who like Tinder. What’s unique about this group? How can this inform Tinder’s marketing strategy to attract new users and retain current users? (And how can you use these talking points to score a second date?)
As you’ll see below, Profiler compares the affinities of a specific audience (in orange) with those of the average population (in green).
Turns out, Tinder fans love basketball and especially love Kyrie Irving, the New York Knicks, the Boston Celtics, and the Cleveland Cavaliers.
In terms of travel, Tinder fans love traveling to Delhi, Toyko, Seoul, Singapore, Ka Samui, Reykjavik, Copenhagen, and Melbourne. This tells us that marketing and expansion efforts should not be neglected in these cities.
Tinder fans also love Comic Con, the Vans Warped Tour (which has ended in 2019), TED Conferences, X Games, and music festivals much more than the average population. (Also sounds like some nice date ideas, no?)
On the marketing side, Tinder should consider partnerships with these events to promote use of the app. For example, what if Tinder users receive exclusive discounts for TED Talk tickets if they refer a friend?
Fan Favorites on Tinder
The top brands that Tinder fans like are also telling of their hobbies. (Although our platform showcases more brands, these are the top 4 we chose to highlight.)
They love Manfrotto, which sells photography equipment that ranges from amateur to professional levels. This tells us that many Tinder users and fans love photography and may even be pursuing it at a professional level. There’s also Razer Inc., a tech giant that produces hardware and equipment for gamers. So, if you’re a gamer, you’re in luck. Tinder fans enjoy gaming too!
On top of that, they also love Nerds candy. (Who doesn’t?) Finally, Tinder fans also like Anastasia Beverly Hills, a makeup brand, which suggests that many enjoy makeup and cosmetics.
Customer Intelligence Platform Paves the Way for Targeted Marketing Campaigns
With growing competition in the dating app space and users who flip from one app to the next, companies need a way to stand out. A well-rounded customer intelligence platform gives you a complete understanding of the global industry, your performance against your competitors, and the attitudes and preferences of your target audience. Get the bigger picture of customer intelligence in dating apps with our comprehensive report.
