In a world where swipes and matches reign supreme, dating apps have become the modern Cupids of our time. But what sets apart the crème de la crème of the dating app world? 

From captivating campaigns to immersive experiences, these brands are pushing the boundaries of innovation to revolutionize the way we connect & possibly find love.

For this short study, I looked at (4) brands: Bumble, Tinder, Hinge & Match

What Differentiates these dating apps?

On the surface all of them have similar features, add some photos, a kickass bio and a few prompts where you will find that most prompts are the same throughout the apps. But where they differentiate is the type of relationship one is looking for.

Serious relationships "Hinge" or a more casual dating "Tinder".

But these apps have 2 key jobs to be done, which are marketed heavily in their messaging.

You will be successful on the app.

Success on dating apps depend mostly on designing your profile, finding a worthy match, getting them to match you, having a conversation, securing a date, planning a date & liking your date and hopefully a second date… haha. 

Hinge’s ‘Designed to be deleted ’ message conveys this superbly: our app is going to be so successful at finding your partner that you will no longer need us.

Your Ideal match is here.

The dating apps must convey that ‘ideal’ matches are present. Some apps even emphasize you can find 'elite' matches. This is purely subjective, based on ones definition of ideal or elite.

The campaigns

1. Bumble

Bumble’s most recent campaign "Kindness is sexy" is less about their app, and more of a statement on how to attract a mate in general.

2. Tinder

Tinder's Campaign "It starts with a swipe" explores dating possibilities on the app with fun twists and cheekiness at the end.

3. Hinge:

Hinge’s ‘Designed to be deleted’ captures attention with a bold statement, as it should be.

4: Match

Match makes a emotional statement about the benefits of dating as an adult. You don't date like 22 anymore 🙌.

What can marketers take away from this?

When marketing in a competitive field, it is important to differentiate your brand based on values rather than just product features. This holds true for dating apps as well, where most apps offer similar functionalities such as profile creation, liking, and messaging. The top ads for Bumble and Hinge, such as 'Kindness is sexy' and 'Designed to be deleted', focused less on the product features and more on communicating the values of the companies, such as kindness and prioritizing the users.

There are two main reasons why conveying values is crucial for dating apps.

1) It helps build trust in the brand, which is especially important in the context of dating apps where users interact with strangers. By showcasing their values, these apps create a sense of trust and safety among their users.

2) Values also play a role in building aspiration. Brands that have a social aspect, like fashion brands, are not just selling product benefits, but also an aspirational story that users can convey to others

For example, Nike sponsors athletes in their ads, even if they don't explicitly feature Nike shoes, because they want to associate their brand with certain values.

Similarly, dating apps are highly social platforms, and by joining an app like Bumble, users can tell a story about themselves to others and connect with people who share those values.

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