Marketing lessons from the Tinder trenches

The glory days? 

I was in a committed relationship when Tinder first became popular in Australia around 2013, and I heard all sorts of stories from my single mates about how many amazing girls they were meeting. 

  A photo from the upcoming "Marriage Hunting" documentary studio shoot. Apparently dogs and looking away from the camera help. 

A photo from the upcoming "Marriage Hunting" documentary studio shoot. Apparently dogs and looking away from the camera help. 

When I became recently single, eventually I picked up the app and registered and started swiping. 

Steadily and methodically I looked through girl’s profiles, determining carefully if a girl on the other side of a highly filtered high angle selfie with cat ears could be a good match for me. 

But then, nothing. No matches. I kept swiping on girls I thought attractive and still nothing. 

I began to furiously, rabidly swipe right on anyone without even letting the photo load, and still nothing and of course you would run out of likes and have to pay to upgrade to get more. 

The truth it out there and so are thousands of men

My sister had told me her Tinder profile notifies her when she receives a certain amount of likes, a feature I had never seen on my profile. 

According to her Tinder notification asking her to get swiping, she had received over 10,000 likes in under 3 months.  

In an interview with the New York Times, Tinder says men swipe right 3 times more than women, at around a 46% swipe rate and spend less time doing so, whereas women swipe right only 14% of the time and are taking longer, carefully considering each swipe as most of them are going to be matches. 

 Source: Imgur

Source: Imgur

 

It’s little wonder I’m not matching with women. Women's profiles are being clogged up with literally thousands of men, and since women are taking longer to swipe through than men, and swiping less, statistically many women are likely to never see my profile. 

When it dawns on you..it’s time to pay

For some reason I felt this was beneath me to pay for Tinder, like I shouldn’t need to, “I’m an attractive man,, they should match with with!" but in a moment of weakness and prolonged match drought, I upgraded for the ‘Boost’ option and pro account where you are meant to be prioritised over the other would be suitors. 

It worked. Upon boosting, suddenly I had many matches and my ego was once agin restored and I’ve started to go on dates, albeit after having to fork out up to $50 in Tinder fees. 

Conclusion 

This process reminded me of platforms that went through a similar 'golden age’ of reach and effectiveness like the early days of Facebook in 2011/12 when posting content would reach most of your fans or even the early advertising ‘boosted posts’ where $10 could reach 10,000 people or more. 

The moral of this story is continually test new platforms and if you think your audience is on there (or your date) then get onto it and start testing it now.