Swipe Right to the Top 3 Marketing Strategies for Online Dating Apps

Dating app has become a cultural phenomenon of the 21st century. It has emerged as the primary matchmaking platform for anyone seeking some sort of romance in our generation. Although the matchmaking market presents enormous business potential, it is also challenging to tackle at the same time. According to Forbes, over 90% of dating start ups fail.

 

In the market where users are spoilt with choices, only a select few have marketed themselves successfully to their target audience. But that’s not the end of the story. Keeping users on your platform is even harder than having them try out your app. Luckily, we can learn from the dating (app) experts, such as Tinder, Bumble, Grindr, Happn and Coffee Meets Bagel. Let’s take a dive into the dating pool and check out the 3 proven marketing strategies from the leading dating apps.

 

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The Secret Ingredients of Tasty’s Success Recipe

Video is the future of social media content. Snapchat reached 161 million daily users in the last quarter of 2016, and YouTube generated an annual revenue of USD 4 billion in 2016. Other social media platforms are eager to be part of the online video revolution. Facebook and Instagram, among other social media networks, are pushing their live story features. We are living in the age of video content explosion.

 

Riding on this trend, BuzzFeed’s food channel, Tasty, quickly became the third biggest video account on Facebook. Just on Facebook, the channel has 83 million page likes and over 1.18 video views. Simply put, Tasty is a channel of unique, delicious recipes presented in short videos. What is BuzzFeed’s secret recipe in turning such a simple, straight-forward concept into one of the world’s largest online food community?

 

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Learning from Old Spice’s Viral Marketing Campaign

I believe that it is fair to call Old Spice’s Smell Like A Man, Man (2010) a pioneer in viral marketing campaign. The campaign not only generated buzz in the market, but also achieved great sales growth driven directly by its marketing efforts, clearly showing the positive impact a viral marketing campaign can bring to a brand.

 

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