Tinder… “is how people meet. It’s like real life, but better.” Apparently.
The dating app has been finding its way into the news a bit lately for two main reasons:
1. Jason Derulo launches his new video clip on Tinder.
2. Tinder launches its “premium” (ahem, money-making) service: Tinder Plus.
Lets talk Derulo first.
Earlier this week Jason Derulo appeared in many Tinder user’s feeds. As they swiped right, the app took you to a link to his new single “Want To Want Me“.
‘I wanted to find a new way to launch my video. ‘I see this app as the wave of the future. I know my fans will swipe right,’ he said.
Right. I just can’t help but see a misalignment here. I’m not a Tinder user, but I understand how the app works and even I know that it doesn’t have video capability. What’s the fun in swiping right only to receive a link? That’s not very “Tinder-ish”.. sounds like an obvious marketing ploy to me!
The other issue was that many fans, once they found out about the promotion, were unable to access the faux profile. Surely, Tinder could have come up with a much more creative way to be involved and use current features of their app, so that the campaign aligned and in turn received more engagement. I’d be interested to see what the click-through rate of the link was on the day of the launch.
2. And then came Tinder Plus
Tinder is valued to be somewhere between $750 million and $1 billion dollars. So their decision to monetise the app with a premium service is really no surprise right?
The paid subscription for Tinder Plus allows users to undo swipes, browse for matches in other cities across the globe (their new “Passport” feature) and avoid advertisements.
Apart from problems with age related pricing discrimination (which you can read about here), you’ve got to wonder whether a service that has built its foundations (and reputation) on a free-of-charge business model can survive in a monetised environment.
I would love to hear what you think about this!
Do you think the Jason Derulo x Tinder campaign was successful or a flop, and why? Do you think Tinder has lost the plot with its digital marketing efforts?
And one for the Tinder users… would you be prepared to pay for a premium Tinder service?