Since launching in 2012, Tinder has grown to become one of the world’s most popular mobile dating apps. According to the company’s website, Tinder has generated over 20 billion matches in total. Additionally, across 196 countries, users swipe 1.6 billion times each day and schedule 1 million dates every week. For those looking for love or to casually date, Tinder makes it easier than ever for singles to meet each other online.
Like many other mobile apps, Tinder has incorporated influencer marketing into its larger advertising strategy to raise brand awareness and attract new users. In this case study, we’ll examine how Tinder partnered with social media influencers to promote the launch of its new Reactions feature.
On October 4, 2017 Tinder announced the release of its Reactions feature. Reactions gives users access to a selection of animations that they can send in Tinder conversations. The animations include a full-screen image of a martini being thrown, a moving heart emoji, and more.
In conjunction with the release of Reactions, Tinder also announced its new Menprovement Initiative, a comedic video series that stars real Tinder employees. The video series emphasizes that women frequently encounter inappropriate and overly forthcoming men on the app, and positions Reactions as a feature that will help them deal with such interactions.
The video series also features Whitney Cummings, a well known American comedian, who plays the role of a “douchebag expert” helping the Tinder team develop the ideal man. Cummings shared the video on Instagram to her audience of nearly half a million followers, helping Tinder expand the reach of the campaign.
The Menprovement Initiative promoting Reactions included six videos posted on the official Tinder YouTube and Facebook pages. Six Menprovement graphics were also shared on Tinder’s official Instagram page beginning on October 4, 2017.
In addition to partnering with Whitney Cummings, Tinder leveraged six additional Instagram influencers to promote the Menprovement Initiative and subsequently the new Reactions feature. All of the influencers involved were meme accounts, and five out of the six were macro-influencers with more than 100,000 followers. A total of 39 sponsored posts were shared by the six influencers.
The influencers posted two types of Instagram content in partnership with Tinder: (1) Menprovement videos or graphics that were created by Tinder and (2) original memes focusing on the subject of Tinder. In about a third of the sponsored posts the Instagrammers shared a Tinder created graphic or video. The remaining sponsored posts were memes that were either created or discovered by the influencers.
All but one of the memes explicitly included the Tinder brand name. The branded hashtag #menprovement was used for some of the sponsored Tinder posts.
To date the Instagram influencer marketing campaign has generated over 1 million likes, 21,000 comments, and an average engagement rate of 2.6%.
Long Island based meme curator and creator George Resch, started the Tank.Sinatra Instagram meme account in 2011. Resch published four sponsored posts in collaboration with Tinder. The highest performing of the four received over 44,000 likes and 1,200 comments.
The post relates a scene from the movie National Treasure to the lengths Tinder users go to in order to impress each other, effectively capitalizing on a popular film. Impressively, the post generated an engagement rate of 7.2%, higher than any of the other sponsored Tinder posts we examined.
Reid Hailey of the popular Instagram meme account Shitheadsteve, posts hilarious memes appealing to millennial users. The influencer published 16 posts in partnership with Tinder.
Hailey’s highest performing post generated over 39,900 likes and 1,500 comments for an engagement rate of 5.4%. Through the meme, Hailey delivers the hilarious style of content his audience is accustomed to while simultaneously raising awareness for Tinder.
Lee Ayers of the meme account Friendofbae, creates memes that cover a wide range of topics and themes. In partnership with Tinder, Ayers published eight sponsored posts. The highest performing post received over 8,500 likes and 187 comments for an engagement rate of 3.4%.
The meme cleverly takes a line from the popular NBC show The Office and puts it in the context of Tinder. Additionally, the Tinder brand name explicitly appears in the meme and is tagged within the post’s caption.
Riley Beek runs the Instagram meme account B.itch and curates memes that appeal to millennial audiences. She regularly references TV shows from the 1990s, including Spongebob and Arthur, that are likely familiar to her audience. In collaboration with Tinder, Beek published five posts.
One of Beek’s posts was a video from the Tinder Menprovement series, which garnered over 19,700 likes and 150 comments. Among the Menprovement videos shared by the meme influencers it was one of the highest performing. However, the post received an engagement rate of 0.7%, considerably lower than any of the memes posted in partnership with Tinder.