In the US alone, the online dating industry generates over $2 billion a year and a quarter of smartphone users in the UK has a dating app installed on their phone.
More than ever, people are going online to find a date. What used to be seen as a last resort to finding love has become not only mainstream but very effective when it comes to finding compatible and like-minded partners. And just about everyone seems to have joined the party.
The Pew Research Center conducted a study that found 15% of American adults have used an online dating site. That’s up from 11% just four years ago. And what’s more impressive is that growth in online dating use among the highly coveted 18-24-year-old set has almost tripled in that amount of time.
In the last several years, the online dating landscape has changed from two or three major players to over 1,500 dating sites all working to attract singles seeking love and companionship.
With fierce competition in a saturated market, what’s the secret to generating a large user base and keeping people interested in an online dating brand? We look at some of the most effective campaigns to see how they’ve helped dating app players – large and small – stay afloat in a quickly changing landscape.
JSwipe is the world’s number one Jewish dating app. With a free and premium version, the app has many new features that help Jewish singles connect. JSwipe wanted to increase app installs and re-engage inactive users who had downloaded the app in the past.
JSwipe turned to Facebook and Instagram advertising to reach their goals. Using the carousel format, the brand replicated the ‘swipe’ that’s inherent in their app to catch the attention of their target audience. By swiping through different options, users would see a JSwipe user’s name and age, and include the caption “You could be dating her” or “you could be dating him.” The ads closed with a call-to-action for users to install JSwipe.
JSwipe saw a 75% increase in new customers through this campaign, and continue to see an increase in engagement among users.
Zoosk is a dating site and app that took the world by surprise when they launched a large-scale advertising campaign in the mid-2000s. Until then, the market had been dominated by a few large players. Zoosk looked like a younger, fun, counterpart, and because of that received a lot of attention.
Cut to the present and Zoosk is turning heads with its online marketing efforts. Along with highlighting customer success stories on their site, they have become known for their iconic “Heart Friend” puppet who dishes out love advice to fans in a series of online videos titled “From the Heart".
The videos were shared and promoted across all of Zoosk’s social media channels, in addition to their site. And to extend the life of the video, Zoosk cut images and behind-the-scenes footage from the video to share on their social channels and inspire even more users to try the site.
The Danish dating service was facing growing competition from large international sites and needed to win more hearts. With the primary goal of user acquisition, Single.dk made use of Facebook’s sophisticated targeting options to reach singles in Denmark.
Through using localized ad creatives featuring high-quality photos of couples in local places, Single.dk acquired 3.8X more customers from Facebook than TV at a CPA of 2.4X lower than TV, establishing them as Denmark’s second biggest dating service.