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While some online dating platforms fit neatly into niches, others cast a wide net for the hearts of every single person in America.Take Tinder, the wildly popular dating app in which users “swipe right” to note interest in someone, or “swipe left” to reject them.Marketing has been a true difference maker in the industry, playing a key role across each site that has reached a critical mass of users.How have these marketers made a difference and created a service few ever thought they would need?IBISWorld reports the online dating industry was worth billion in 2015 and poised for even more growth.Industry marketers have proverbial dollar signs in their eyes and are trying to figure out how they can become relevant to users in unique ways.
You wouldn’t generally talk about Match, but on Tinder, you’d just show it around and talk about the experience.” How do these dating platforms grow?Melanie Shreffler, senior editorial director of “The Cassandra Report” by Engine Group, which looks at emerging trends and youth behavior of people ages 14 to 34, found that platforms are looking to give a more realistic experience to win over more users.“People want the other person [they meet] to be real and not just some online façade,” she says.According to Brooks, Tinder’s explosive popularity changed the face of internet dating with its launch in 2012.The app grew from college campuses, Brooks says, as the company used a marketing program to entice “campus connectors” (or the “popular kids,” as he deemed them) to spread the word. “It’s such a hotbed on campuses that you can get these things to take off on campus with the right story and the right product. It’s one of the few dating apps that’s truly sharable.