In this day and age of digital fragmentation and ad clutter, brands are looking for more and more ways to break through to their audience. The best way to do this? Actually knowing your audience. Know what they like to do, where they like to go, what are they reading, watching, consuming.
The ideal ad placement will reach your target audience with the right message at the right time; when they can be influenced to take an action.
So how does Tinder fit into this picture?
Brands quickly realized the wildly popular dating app is an engaging platform where 83% of the audience fall into the coveted millennial age group. Users engage with the platform, swiping their way through potential love interests so an eye catching profile for a burrito is likely to stand out.
Most brands are using the platform as another social channel. The Mindy Project for example has profiles of characters you can match with. The Mindy Project profile then messages its match with a message about when the show airs and linking to a clip of the show. Brands like Del Taco and Bud Light Lime are hoping to cater to late night cravings offering coupons and location information.
Domino’s UK really nailed timing and audience alignment with their Valentine’s Day promotion offering users free pizza discounts for anyone who matched with them on Tinder. What single millennial doesn’t want free pizza on Valentine’s Day?
Now granted, the majority of brands are not a good fit for Tinder and this blog is not recommending you sink all your social dollars into a “Tinder Strategy.” The goal is to get you thinking of how important it is to not only reach your audience, but reach them in the right content at the right time. When these three elements align, you might just have the beginning of a beautiful relationship.