Five content advertising examples from online dating sites and apps

Five content advertising examples from online dating sites and apps

Day dating websites tend to see a spike in traffic between New Year’s and Valentine’s.

But, it is not merely the dread of February 14, aka ‘singles understanding day’, that gets people registering.

As internet dating services become ever more popular – with 15% of all of the US grownups apparently having utilized one – these sites are cleverly tapping into consumer demand.

Although some bigger internet dating sites depend on tv or PPC advertising, good fashioned that is old marketing stays a terrific way to attract a clientele.

Here’s a glance at merely a few examples. Also to discover more with this topic, check always away these Econsultancy resources:


OKCupid had been one associated with the very first online dating sites websites to utilize content to drive its overall strategy.

The initial incarnation – OKTrends – had been run because of the company’s co-founder, Christian Rudder, whom utilized their mathematical history to set the tone for the weblog.

Really, he switched data and individual information into fascinating articles, producing interest that is huge online visitors as a whole – not merely those using its primary relationship solution.

The blog has changed, however data and insight from the dating community remains at the heart of its content since being acquired by

Additionally regularly articles bigger features, built to poke enjoyable in the perils of contemporary relationship. One example that is recent the amusing ‘Dictionary for the contemporary Dater’, available on its moderate weblog. Managing to pun intended cliches of online dating sites, it utilizes relatable humour to engage and amuse visitors. is another site that utilizes data to tell its content, mostly for its‘Singles that are annual America’ research, which surveys over 5,000 US singletons to generate informative and in-depth infographics and blogs.

This past year, the ‘Clooney Effect’ had been one of the more effective bits of content to arise, later being acquired by a wide range of much talked about writers such as for example Glamour and company Insider.

Stemming through the statistic that 87% of males would date a lady whom made ‘considerably additional money’ than them (like Clooney and their extremely effective spouse, Amal Alamuddin) – it built on themes of positivity and empowerment to build interest. Having a reported 38% upsurge in traffic round the duration the analysis ended up being posted, the outcomes talk on their own.


Unlike the examples that are aforementioned eHarmony hinges on emotive storytelling in place of statistics.

Having a helpful and thoughtful modulation of voice, it aims to stem the worries and basic stigmas that surround online dating sites, making use of advice-based articles to push enrollment from the site that is main.

Though some have actually labelled its type of content as patronising, one area where eHarmony undeniably succeeds is in user-generated content. The ‘success tales’ page of their web site is plagued by good reinforcement, cleverly wearing down content into different groups to focus on a range that is wide of and backgrounds.


In only two quick years, Tinder acquired a lot more than 50m users – a feat that will possibly go down seriously to its use that is shrewd of integration.

By allowing users to join up along with their Facebook login, it cleverly cuts through the frustrations of old-fashioned relationship websites, motivating a more youthful market to down load and make use of the software.

Unsurprisingly, Tinder normally one of the better types of simple tips to utilize media that are social engage users. Not merely does it incorporate social on its application (now permitting users to cherry-pick the Instagram pictures which they wish to show to their profile) it populates a unique social networking with interesting, funny and decidedly tongue-in-cheek content.

For instance, its Facebook web web page constantly drives interest. Just last year, a Valentine’s Day post created over 58,000 loves, 9,600 stocks, and 2,900 reviews – being released over the top with regards to of engagement for on line sites that are dating.


Dating application, Hinge, has turned its back on ‘swipe culture’, recently presenting a subscription-based model to assist users develop significant connections. Options that come with the application, unlike Tinder, may also be built to resonate for a much much deeper degree. For instance, users have to ‘heart’ specific components of another’s profile including the guide they’re presently reading or their go-to karaoke track.

Hinge also develops on its placement as a ‘relationship app’ in place of a dating application to notify its wider content advertising.

A current e-mail campaign, launched over time for Thanksgiving, asked users just what these people were thankful for.

Utilizing a regular theme alongside an email of appreciation – it had been an inspired exemplory instance of just how to utilize content to reinforce brand name values and reignite individual interest.

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