Five content advertising examples from online dating sites and apps

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Five content advertising examples from online dating sites and apps

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

But, it is not only the dread of February 14, aka ‘singles awareness 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 larger internet dating sites fuck marry kill game depend on tv or PPC marketing, good old fashioned content marketing continues to be a terrific way to attract a clientele.

Here’s a review of only several examples. Also to find out more with this topic, always check these Econsultancy resources out:


OKCupid had been one regarding the very first internet dating web sites to utilize content to drive its general strategy.

The initial incarnation – OKTrends – had been run by the company’s co-founder, Christian Rudder, whom utilized their mathematical history setting the tone regarding the weblog.

Basically, he switched data and individual information into fascinating articles, producing huge interest from online visitors as a whole – not only those having its primary relationship solution.

The blog has changed, however data and insight from the dating community remains at the heart of its content since being acquired by

It also frequently articles bigger features, built to poke enjoyable during the perils of contemporary relationship. One example that is recent the amusing ‘Dictionary for the contemporary Dater’, available on its moderate web log. Handling to the clichйs of internet dating, it utilizes humour that is relatable engage and amuse visitors. is yet another site that utilizes data to share with its content, mainly for its yearly ‘Singles in America’ research, which surveys over 5,000 US singletons to generate informative and in-depth infographics and blogs.

Just last year, the ‘Clooney Effect’ had been perhaps one of the most effective items of content to arise, later being found by a quantity of visible writers such as for instance Glamour and company Insider.

Stemming through the statistic that 87% of males would date a lady whom made ‘considerably more income’ than them (like Clooney and their extremely effective spouse, Amal Alamuddin) – it built on themes of positivity and empowerment to create interest. By having a reported 38% escalation in traffic across the duration the research had been posted, the outcomes speak on their own.


Unlike the aforementioned examples, eHarmony hinges on emotive storytelling in the place of data.

By having a helpful and thoughtful modulation of voice, it aims to stem the worries and basic stigmas that surround internet dating, utilizing advice-based articles to operate a vehicle registration regarding the site that is main.

Although some have actually labelled its design of content as patronising, one area where eHarmony undeniably succeeds is with in user-generated content. The ‘success stories’ page of its internet site is plagued by good reinforcement, cleverly wearing down content into different groups to focus on a wide array of demographics and backgrounds.


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

By allowing users to register using their Facebook login, it cleverly cuts through the frustrations of conventional relationship websites, motivating a younger market to down load and make use of the software.

Unsurprisingly, Tinder can be one of the better samples of simple tips to utilize media that are social engage users. Not merely does it integrate social on its application (now permitting 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 page constantly drives interest. This past year, a Valentine’s Day post produced over 58,000 likes, 9,600 stocks, and 2,900 remarks – being released at the top with regards to of engagement for on the web internet dating sites.


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

Hinge also builds on its placement being a ‘relationship app’ as opposed to a dating application to notify its wider content advertising.

A present e-mail campaign, launched over time for Thanksgiving, asked users exactly exactly exactly what they certainly were thankful for.

utilizing a regular theme alongside a message of appreciation – it had been a clever exemplory instance of simple tips to utilize content to reinforce brand values and reignite individual interest.

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