Five content advertising examples from online dating web web sites and apps

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

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

As online dating sites services become increasingly popular – with 15% of most US grownups apparently having utilized one – these websites are cleverly tapping into consumer need.

Though some bigger internet dating web sites count on tv or PPC marketing, good fashioned that is old marketing stays a terrific way to attract a clientele.

Here’s a review of simply a couple of examples. Also to find out more with this topic, check always away payday loans review these Econsultancy resources:


OKCupid was one regarding the very first online dating sites websites to utilize 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 setting the tone of this web log.

Really, he switched data and user information into fascinating articles, creating huge interest from online visitors as a whole – maybe not simply those which consists of primary relationship solution.

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

It also frequently articles bigger features, made to poke enjoyable at the perils of contemporary relationship. One current instance is the amusing ‘Dictionary for the contemporary Dater’, entirely on its moderate web log. Handling to prevent the cliches of internet dating, it utilizes relatable humour to engage and amuse visitors. is another site that utilizes data to notify its content, mostly for its‘Singles that are annual America’ research, which surveys over 5,000 US singletons to produce informative and in-depth infographics and blogs.

A year ago, the ‘Clooney Effect’ ended up being the most effective bits of content to arise, afterwards being acquired by a wide range of much talked about writers such as Glamour and company Insider.

Stemming through the statistic that 87% of males would date a female whom made ‘considerably more income’ than them (like Clooney and their very effective spouse, Amal Alamuddin) – it built on themes of positivity and empowerment to generate 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 hinges on emotive storytelling as opposed to data.

By having a helpful and thoughtful words, it aims to stem the fears and basic stigmas that surround online dating sites, making use of advice-based articles to operate a vehicle enrollment in the main site.

While many have actually labelled its design of content as patronising, one area where eHarmony undeniably succeeds is in user-generated content. The ‘success tales’ page of its site is littered with good reinforcement, cleverly wearing down content into different groups to target a range that is wide of and backgrounds.


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

By allowing users to register making use of their Facebook login, it cleverly cuts through the frustrations of old-fashioned dating websites, motivating a more youthful market to down load and make use of the software.

Unsurprisingly, Tinder normally one of the better examples of just how to utilize social networking to engage users. Maybe Not just does it integrate social on its software (now allowing users to cherry-pick the Instagram pictures they would like to show on the profile) it also populates its social networking with interesting, funny and distinctly tongue-in-cheek content.

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


Dating application, Hinge, has turned its back on ‘swipe culture’, recently launching a model that is subscription-based assist users develop significant connections. Top features of the application, unlike Tinder, will also be created to resonate for a much deeper degree. As an example, users have to ‘heart’ specific elements of another’s profile such as for example the guide they’re presently reading or their go-to karaoke song.

Hinge additionally develops on its positioning as a ‘relationship app’ rather than app that is dating notify its wider content advertising.

A current e-mail campaign, launched with time for Thanksgiving, asked users exactly what they were thankful for.

Utilizing a regular theme alongside a note of appreciation – it had been a clever exemplory instance of just how to utilize content to reinforce brand name values and reignite user interest.

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