cio.com
You probably don't think of the dating app, Tinder, as a tool for business, but it wasn't long ago that people rolled their eyes at the thought of Facebook or Twitter for marketing. Tinder could be the next big social network for business, and it's time to start paying attention.
Tinder, the popular online service associated with digital dating and
hookups, is increasingly being used as a marketing tool for business.
Seriously. Before you laugh, consider the ways Tinder changed the dynamics of
social behavior and replaced some of life's biggest questions (or challenges)
with a simple swipe on a smartphone screen.
Swipe left, and it never happened. Swipe right, open a whole new world
of possibilities.
[Related Feature: Who's Really Using Tinder (and How Are They Using It)? ]
Tinder's massive growth during the past two years was primarily fueled
by the desire for no-strings-attached romance, but the effects of Tinder's
popularity percolate into other more mainstream ideas and objectives.
Tinder's Trademark
Swipe
Tinder as a tool for business seems like a stretch, but it wasn't that
long ago when people rolled their eyes at the idea of Facebook, Twitter or
Instagram as an effective tool for marketing and other business
functions.
Each of these hugely popular social platforms introduced modes of
engagement and behavior that are now second nature. Tinder is seeing similar
effects, but it's all happening much more quickly.
"Each app has a feeling, just like every movie you go to has a
feeling," says Jonathan Badeen, Tinder's cofounder and vice president of
product. Badeen also happens to be the guy who invented Tinder's trademark
swipe-right feature, and he recently spoke about the importance of animations
in design at a developer event at Twitter's offices in Santa Monica, Calif.
The concept of swipes and matches has already entered the lexicon of
social commentary in popular films, and in TV shows and commercials. For
example, Frank's RedHot, a brand with no apparent
reason to associate itself with Tinder, created a funny and memorable
commercial spot that targets Tinder users.
Tinder's executives likely envisioned a variety of potential use cases
for the app, but the company also embraced its perception as a hookup app until
it was hit with a high-profile sexual harassment scandal last summer.
Tinder as a Business Connector
Tinder still isn't pivoting away from its mainstay as a dating or hookup
app, but it is making moves to become a business connector.
The Moments feature announced eight
months ago, for example, lets matched users share photos that expire in 24
hours. This addition maintained Tinder's strictly photo-based environment while
opening a new channel for communication.
Changes likes these might be born out of business necessity, but
Tinder's audience of more than 30 million registered users also benefits from
options beyond the endless cycle of swipes and brief chats. As of last
November, Tinder processed 14 million matches each day. Today, the company has
more than two billion matches under its belt, and it handles somewhere around a
billion swipes per day.
Tinder's user base may pale in comparison to those of Facebook,
Instagram and Twitter, but the service's user engagement rate is unparalleled.
Nearly a year ago, Tinder CEO Sean Rad (who will soon shift into the role of
president) said the average user spent an hour each day on the app.
Atlanta Hawks and 'Swipe Right Night'
When the Atlanta Hawks sponsored a "Swipe Right Night" earlier
this year the professional basketball team drew national media coverage for a
campaign that had almost nothing to do with sports.
Some critics laughed the idea off at the time, but today the stunt is
viewed as a surprising success. The Hawks promotion teased access to special
suites stocked with libations to lucky Tinder users, who were encouraged to
"swipe right" for chances to win.
Tinder didn't abandon the dating hook, either, and the idea was
effective because of its clever simplicity. Meeting a potential love interest
for the first time in a lavish suite with champagne and roses isn't a bad
jumping off point. The Hawks simply carried over Tinder's action to Atlanta's
Philips Arena that night in an attempt to create special and memorable
experiences for fans.
Tinder could expand its existing groundwork for business-to-consumer and
business-to-business connections when it introduces a paid version of its
service, called Tinder Plus, in March. The company mentioned two new features,
one that lets you undo a swipe left, which is apparently a significant problem;
and another to let you look for potential matches outside your current
location. Tinder is still testing price points between 99 cents and $20 per
month.
These reasons alone may not be enough to convince you that Tinder should
be part of your social media marketing plan, but they should be enough to make
you start paying attention — maybe even start swiping right.
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