Dating apps match content with celebs, web shows – Gudstory

Tinder has a show called 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 podcasts on Spotify and conducting street interviews in Delhi. Depending on the season and messaging, spending on these activities can vary between 2% to 10% of the marketing budget.

Tinder collaborated with influencers and celebrities like Kusha Kapila, Swara Bhaskar, Rashmika Mandanna, Pooja Bhatt, Uorfi Javed, Zeenat Aman and Janhvi Kapoor for Swipe Ride, which will premiere on Tinder’s YouTube channel and JioCinema. Last August, Tinder also launched a short film around consent and safe dating and recently collaborated with Dot, a character from Netflix’s The Archies movie, to highlight Incognito Mode, a feature Which gives Tinder customers the ability to maintain control over their visibility. ,

“As our core target audience evolves from the Millennial generation to Gen Z, our aim is to always remain relevant and provide them with the best experience while adhering to their habits and behaviours. Thus our partnerships revolve around our users, putting their interests and insights at the center of everything we do, be it interests like food, music, travel or pop-culture trends,” said Tinder India. Anukul Kumar, Marketing Director, said.

When the Barbenheimer trend – a reference to the interest in the Hollywood films Barbie and Oppenheimer, released in July – went viral, Tinder released a social media post encouraging users to check if their potential matches were fans of the two films. .

Snehil Khanor, CEO and founder of TrulyMadly, said the platform makes a point of putting out a lot of informative content about dating and relationships through Instagram or YouTube videos.

“A lot of the content that dating companies are creating is cheesy, but we’re hoping to bring something that adds value to the user, because the idea is not just to get views, which doesn’t last long anyway. Time doesn’t help. Term,” Khanor said, adding that the service has contributed to the accelerated marketing by collaborating with the Amazon Prime Video original Made in Heaven.

Gleeden, meanwhile, runs a podcast on Spotify, a dating app for married people, and conducted street interviews in New Delhi to hear people’s views on infidelity and non-monogamous relationships, which are currently published on Instagram. Are. It has also collaborated with comedians like Jeeveshu Ahluwalia and Munawar Faruqui.

“Social media (Instagram and YouTube) are definitely a good place to be as these are the channels that best convey your message and put you directly in touch with your target. They also allow for the most creativity, as you can play with different formats like video, text, images, illustrations, etc., said Sybil Shidel, country manager, Gleeden India.

Dating services agree that engaging users on social media is a different ball game than regular advertising and it is not an easy art to master.

“We strive to create and post relevant content that helps show our audience the human side of our approach and that we’re not just a brand,” said Ravi Mittal, founder and CEO of dating app QuackQuack. “We create content for Instagram, Facebook, Reels and has also collaborated for a web-series. The key is to experiment and observe what works and replicate,” Mittal said, adding that Instagram is the current flavor as it has more active user reach than other platforms. .