Dating Apps Hook Users With Celebs, Web Shows

Dating apps are leveraging celebrities, movies and web shows to spark conversations and engage users, stepping beyond traditional advertising channels to widen their market. The platforms are using a mix of videos, images, text, and illustrations to drive their social media strategies on platforms such as Instagram and YouTube.

- Lata Jha

Tinder has a show titled Swipe Ride on JioCinema, and has tied up with a character from Netflix’s upcoming original The Archies to promote a new feature. Gleeden is streaming a podcast on Spotify and conducting street interviews in Delhi. Spending on these activities can vary between 2% and 10% of marketing budgets, depending on season and messaging.

Tinder collaborated with influencers and celebrities such as Kusha Kapila, Swara Bhasker, Rashmika Mandanna, Pooja Bhatt, Uorfi Javed, Zeenat Aman and Janhvi Kapoor for Swipe Ride that premieres on Tinder’s YouTube channel and JioCinema. Last August, Tinder had also launched a short film around consent and safe dating and has recently collaborated with DOT., a character from Netflix’s The Archies film, to spotlight Incognito Mode, a feature which offers Tinder subscribers the ability to maintain control over their visibility.