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.

Nevertheless, it’s not merely the dread of 14, aka ‘singles awareness day’, that gets people signing up february.

As internet dating services become ever more popular – with 15% of all of the US grownups apparently having utilized one – these websites are cleverly tapping into consumer demand.

While many bigger internet dating sites depend on tv or PPC marketing, good fashioned that is old marketing remains a powerful way to attract a clientele.

Here’s a glance at only a few examples. Also to find out more with this topic, always check these Econsultancy resources out:


OKCupid had been one associated with the online that is first 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 back ground to create the tone mennation associated with web log.

Really, he switched data and individual information into fascinating articles, creating huge interest from online visitors as a whole – not merely those which consists of 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

Additionally frequently articles bigger features, made to poke enjoyable in the perils of contemporary dating. One current example is the amusing ‘Dictionary when it comes to contemporary Dater’, entirely on its moderate web log. Managing to pun intended cliches of internet dating, it makes use of humour that is relatable engage and amuse visitors. is 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 produce informative and in-depth infographics and blogs.

A year ago, the ‘Clooney Effect’ was probably one of the most effective bits of content to arise, later being found by an amount 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 cash’ than them (like Clooney along with his extremely effective wife, Amal Alamuddin) – it built on themes of positivity and empowerment to come up with interest. Having a reported 38% upsurge in traffic round the duration the research had been posted, the outcomes talk on their own.


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

By having a helpful and thoughtful words, it aims to stem the worries and basic stigmas that surround internet dating, making use of advice-based articles to push enrollment regarding the primary website.

While many have actually labelled its type of content as patronising, one area where eHarmony undeniably succeeds is in user-generated content. The ‘success tales’ page of its internet site is full of good reinforcement, cleverly deteriorating 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 may possibly go down seriously to its use that is shrewd of integration.

By allowing users to register along with their Facebook login, it cleverly cuts through the frustrations of conventional dating websites, motivating a more youthful market to down load and employ the application.

Unsurprisingly, Tinder can also be one of the better samples of simple tips to use social media marketing to engage users. Not just does it incorporate social on its software (now permitting users to cherry-pick the Instagram pictures which they wish to show on the profile) moreover it populates its very own social networking with interesting, funny and distinctly tongue-in-cheek content.

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


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

Hinge additionally builds on its placement being a ‘relationship app’ instead of a dating application to inform its wider content advertising.

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

Making use of a regular theme alongside an email of appreciation – it had been a clever exemplory instance of how exactly to utilize content to reinforce brand name values and reignite individual interest.

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