Five content advertising examples from dating web web sites and apps

Five content advertising examples from dating web web sites and apps

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

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

These sites are cleverly tapping into customer demand as online dating services become increasingly popular – with 15% of all American adults reportedly having used one.

Though some bigger internet dating web sites rely on tv or PPC marketing, good old fashioned content marketing continues to be a terrific way to attract a clientele.

Here’s a glance at only an examples that are few. And also to discover more on this topic, always check these Econsultancy resources out:


OKCupid was one of the online that is first web sites to use content to drive its general strategy.

The incarnation that is original OKTrends – had been run by the company’s co-founder, Christian Rudder, whom utilized their mathematical back ground to create the tone for the weblog.

Basically, he switched data and individual information into fascinating articles, creating huge interest from online readers as a whole – perhaps not merely those having its primary relationship solution.

Since being obtained by your blog changed, but information and understanding through the dating community stays in the centre of its content.

Additionally frequently articles bigger features, built to poke enjoyable during the perils of contemporary relationship. One example that is recent the amusing ‘Dictionary for the current Dater’, available on its moderate web log. Handling to pun intended cliches of online dating sites, it makes use of humour that is relatable engage and entertain visitors. is another site that utilizes data to share with 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 websites.

This past year, the ‘Clooney Effect’ ended up being perhaps one of the most effective bits of content to arise, later being found by a quantity of visible writers such as for example Glamour and company Insider.

Stemming from the statistic that 87% of guys would date a female 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 create interest. The study was published, the results speak for themselves with a reported 38% increase in traffic around the period.


Unlike the aforementioned examples, eHarmony utilizes emotive storytelling as opposed to data.

With a helpful and thoughtful words, it aims to stem the worries and basic stigmas that surround internet dating, utilizing advice-based articles to drive enrollment on the primary website.

While many 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 its web site is plagued by good reinforcement, cleverly deteriorating content into different groups to focus on a number of demographics and backgrounds.


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

By allowing users to subscribe with their Facebook login, it cleverly cuts through the frustrations of conventional dating websites, encouraging a more youthful market to down load and make use of the application.

Unsurprisingly, Tinder can also be among the best samples of just how to utilize social networking to engage users. Perhaps perhaps Not just does it integrate social on its application (now enabling users to cherry-pick the Instagram pictures it also populates its own social media with interesting, humorous and decidedly tongue-in-cheek content that they would like to show on their profile.

As an example, its Facebook web web page continuously drives interest. A year ago, a Valentine’s Day post produced over 58,000 loves, 9,600 stocks, and 2,900 remarks – being released on top in terms of engagement for on the web dating sites.


Dating software, 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, will also be made to resonate on deeper degree. For instance, users have to ‘heart’ specific areas of another’s profile for instance the guide they’re presently reading or their karaoke that is go-to track.

Hinge additionally develops on its placement as being a ‘relationship app’ rather than the usual dating application to notify its wider content advertising.

A present e-mail campaign, launched in time for Thanksgiving, asked users exactly exactly what they certainly had been thankful for.

Making use of a regular theme alongside a message of appreciation – it in fact was a clever exemplory instance of exactly how to utilize content to reinforce brand name values and reignite individual interest.

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