Brooks says it’s something that isn’t often discussed, but the traditional way is for these websites to spend their way to growth via pay-per-click advertising and paid acquisition, as well as SEO and content marketing.
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.
This makes sense, as Global Web Index has reported that 74% of location-based dating app users, as of the 4th quarter of 2014, were in urban areas. Happn says it is adding 1.5 million users each month across the world (150,000 to 175,000 in the U.
S.), with an expectation of 30 million total users worldwide by the end of 2016.
Those who both swipe right on each other can begin a message conversation.
Tinder is the game-changer, as it has severely reduced the stigma of online dating with its ease of use and gamification, many professionals agree.The Paris, France-based company has been rolling out slowly in the U.S., launching in bigger cities such as New York City, Miami and Los Angeles. accounts for roughly 13%, or 1.75 million, of Happn’s user base. Just ask Mark Brooks, who has worked in and around the industry for two decades. It's estimated that 15% of Americans have used dating websites or apps, with numbers expected to rise in the next many years. Marketers have played a huge role in helping this industry grow from simple online personals to complex platforms with millions of users. New innovations and a growing user base now give marketers more data than ever to play with in online dating. No website has found the magic method of creating a love connection.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.