Tinder Ads Help Your Brand Grow and Connect with Audiences
Any digital platform can be used as a source for digital advertisements and provide an opportunity for brands like yours to target specific audience segments and groups.
When you think of Tinder, your first thought is probably of dating profiles and pictures, not of advertising. However, Tinder Ads has grown to provide a well-rounded and interactive platform for digital advertisers who want to target the market of users who spend time on dating apps.
In this article, we’ll talk about what Tinder Ads are and how they work for brands.
We’ll also take a look at the benefits of advertising on Tinder and give you the best practices and examples that will help you take your Tinder Ads strategy to the next level.
What are Tinder Ads & How Do They Work?
In order to understand Tinder Ads, you first need to know what Tinder is.
Tinder is a dating app that revolutionized the ways in which users view potential matches. Rather than scrolling through profiles and looking for matches out of a pool of options, Tinder users view a single profile at a time and either swipe left to deny the game or swipe right to approve.
Now, nearly all dating apps follow a similar format, and even the terms “swipe right” and “swipe left” have become colloquialisms in modern language.
Tinder is also an extremely popular app, with over 69 million users. It’s by far the largest dating app on the market, and as the creator of the swiping method of viewing profiles, it has the best interface for left and right swiping.
How Do Tinder Ads Work?
Tinder Ads can show up as a display ad on the main page of Tinder with an option to click into the advertisement or as an interactive advertisement that requires a swipe left or right choice to learn more about the ad or to dismiss it.
This interactive element can encourage more engagement with your audiences and get better results than a display ad.
Benefits of Advertising on Tinder
Many benefits come from advertising on Tinder that you don’t get from any other dating app or social media platform.
Let’s take a look at some of those benefits now.
Target a Specific Audience
Tinder users have a very similar demographic makeup, even more so than platforms like TikTok or Snapchat.
80% of Tinder users are between the ages of 18 and 34, meaning that millennials and Gen Z are the major users.
If your brand targets those age groups, Tinder provides a great opportunity without too much interference from other groups outside of your target market.
Advertise Where Your Competition Isn’t
The digital advertising space has become more and more crowded.
Every day, more brands invest in digital ads, meaning that there is more competition, higher prices, and less of a chance of being seen by your audience.
Tinder Ads is a less popular platform for advertising since most brands don’t think about advertising on a dating app.
That means you can get your message to audiences with less competition.
Engaging and Entertaining
Tinder Ads rely on the same swiping interactions as profile browsing, meaning that it’s a great place for a creative advertising strategy that wouldn’t work on other advertising platforms.
Using images, fun prompts, and interesting messaging all work together to help you get more engagement out of users and encourage them to interact with your ads.
Best Practices for Tinder Ads
Just as with every form of digital advertising, there are unique best practices that should be followed in order to reach the best results for Tinder Ads and to guide your strategy and planning.
Here are a few of those best practices that you should keep in mind.
1. Keep it Simple
Tinder Ads are meant to be swiped through quickly, so creating content that can be quickly read and understood is essential.
If you have too many words or too many details in your ad, your audiences will quickly lose interest and won’t engage with your advertisements.
3. Don’t Come Across as Cold
Tinder connects individuals through their dating profiles. That means that personality and personal brands have great success on Tinder Ads.
By being yourself and sharing information as your brand, you can have better success than trying to hide the fact that you are advertising.
By playing into the fine line between being personable and being honest about advertising, you can connect with audiences authentically.
4. Build Urgency in Your Messaging
Tinder Ads are unique in that once a user has swiped on the advertisement, they don’t get an opportunity to revisit the ad.
Other social platforms have the option for you to scroll back up to find the ad again, but Tinder Ads don’t have that option.
By creating urgency in your messaging for one-time offers that the user won’t get the opportunity to use again, you can encourage snap swipes and emotional decisions from your audiences.
5. Use Eye-Catching Imagery
Tinder Ads are highly reliant on images and design to capture the attention of users.
After all, when swiping through profiles, many decisions are made based on the profile images, not the written descriptions.
By using eye-catching images and clever graphic designs, you can encourage swiping.
Try using clean images with plenty of saturation and color editing without a lot of distracting clutter.
Tinder Ads Examples
Now that you know what the benefits of using Tinder Ads are and how you can bring about interactions with best practices, let’s take a look at a few different Tinder Ads campaigns that can inspire your next advertising strategy.
Ex Machina
The movie Ex Machina used a fake dating profile to advertise their film. The profile featured a robot named Ava from the film who looks like a real person.
Not only does this strategy play into the themes of the movie, but they were also able to bring Tinder users into the experience with fake profiles.
While we generally recommend being honest and upfront about advertising, this technique worked because of the correlations to the film.
Atlanta Hawks
The Atlanta Hawks used Tinder Ads to create a unique experience for users who were fans of the basketball team.
The team hosted a Swipe Right Night, which gave users who swiped right on other profiles the opportunity to win access to Atlanta Hawks “Love Lounges,” where they could meet their recent match and watch the game.
By taking advantage of the dating app format and the end goals of users, they gained a lot of positive press and had a successful ad campaign.
