Five content advertising examples from dating internet internet sites and apps

Dating web sites tend to visit a increase in traffic between New Year’s and Valentine’s Day paydayloanstexas promo code.

Nonetheless, it is maybe maybe not merely the dread of February 14, aka ‘singles understanding day’, that gets people registering.

These sites are cleverly tapping into customer demand as online dating services become increasingly popular – with 15% of all American adults reportedly having used one.

Though some bigger online dating web web sites rely on tv or PPC marketing, good fashioned that is old marketing stays a smart way to attract a clientele.

Here’s a review of only several examples. And also to discover more on this topic, check always away these Econsultancy resources:


OKCupid had been one for the very first online dating sites web sites to utilize content to drive its general strategy.

The incarnation that is original OKTrends – had been run by the company’s co-founder, Christian Rudder, whom utilized their mathematical back ground to create the tone for the weblog.

Really, he switched data and individual information into fascinating articles, producing interest that is huge online visitors in general – perhaps not merely those which consists of primary relationship solution.

Since being obtained by your blog changed, nevertheless information and understanding through the dating community continues to be in the middle of its content.

Additionally frequently articles bigger features, made to poke enjoyable at the perils of contemporary relationship. One example that is recent the amusing ‘Dictionary for the current Dater’, available on its moderate weblog. Handling to pun intended cliches of online dating sites, it utilizes relatable humour to engage and amuse visitors. is another site that utilizes data to share with its content, mostly for its yearly ‘Singles in America’ research, which surveys over 5,000 US singletons to create informative and in-depth infographics and websites.

This past year, the ‘Clooney Effect’ ended up being very effective pieces of content to arise, later being acquired by way of a wide range of visible writers such as for instance Glamour and Business Insider.

Stemming through the statistic that 87% of males would date a lady whom made ‘considerably additional money’ than them (like Clooney and their highly successful spouse, Amal Alamuddin) – it built on themes of positivity and empowerment to come up with interest. The study was published, the results speak for themselves with a reported 38% increase in traffic around the period.


Unlike the aforementioned examples, eHarmony utilizes emotive storytelling as opposed to data.

Having a helpful and thoughtful words, it aims to stem the worries and basic stigmas that surround online dating sites, utilizing advice-based articles to operate a vehicle enrollment in the main website.

Although some have actually labelled its type of content as patronising, one area where eHarmony undeniably succeeds is in user-generated content. The ‘success tales’ page of its internet site is plagued by good reinforcement, cleverly deteriorating content into different groups to focus on a range that is wide of and backgrounds.


In just two quick years, Tinder acquired more than 50m users – a feat that may possibly be put down seriously to its use that is shrewd of integration.

By allowing users to join up making use of their Facebook login, it cleverly cuts through the frustrations of old-fashioned relationship websites, motivating a more youthful market to down load and utilize the application.

Unsurprisingly, Tinder can be one of the better types of just how to make use of social media marketing to engage users. Maybe Not just does it incorporate social on its software (now permitting users to cherry-pick the Instagram photos they want to show on the profile) additionally populates a unique social networking with interesting, funny and distinctly tongue-in-cheek content.

For instance, its Facebook web page constantly drives interest. A year ago, a Valentine’s Day post generated over 58,000 loves, 9,600 stocks, and 2,900 remarks – being released at the top in terms of engagement for on line online dating sites.


Dating software, Hinge, has turned its back on ‘swipe culture’, recently launching a subscription-based model to assist users develop meaningful connections. Options that come with the software, unlike Tinder, will also be created to resonate on much deeper level. As an example, users are needed to ‘heart’ specific elements of another’s profile including the guide they’re presently reading or their karaoke that is go-to track.

Hinge also builds on its positioning as being a ‘relationship app’ rather than app that is dating notify its wider content advertising.

A email that is recent, launched in time for Thanksgiving, asked users just exactly exactly what these people had been thankful for.

Utilizing a regular theme alongside a message of appreciation – it had been a clever exemplory instance of exactly how to utilize content to reinforce brand name values and reignite individual interest.

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