There have been a number of apps and services in the past few years that have changed the way we use technology in our daily life. Just as Dropbox changed file sharing and Spotify changed music, Tinder has come to change dating.
The numbers for Tinder are amazing, with exponential growth without a dollar on advertising, and a growing user base of 10 million users (2014).
For an outsider of the dating scene, there is a great deal marketers, entrepreneurs and app developers can learn from Tinder’s success and try and reuse for our own apps and businesses outside of the dating scene.
Tinder nailed dating with one app. Modern daters are a) too busy and, b) more digital than our parents and grandparents. Modern users want convenience and ease of use in everything from streaming the latest Modern Family episode to hailing a cab.
Tinder did this by making an app that required one gesture. No buttons, or clicking, just a simple swipe left or swipe right. We all know how annoying it is to walk and type on an iPhone keyboard, but Tinder made something that takes no effort. UX and app designers can learn a great deal from this and understand how removing friction can equal a great user experience.
This also helps with the issue of users not spending time in the app. Making their service smartphone-only and with such a quick interaction feature means anyone can get the Tinder experience in a very short time.
Tinder took something they saw as broken (the dating scene) and made it work. They saw that the dating scene was dated and lacking interest. Although some major names had seen some great growth and impressive algorithms, they were all using the same method of desktop website and mobile app.
Tinder wanted to break out of the mold and do it differently. There were no more long questionnaires or lengthy onboarding processes, so users could start making matches quicker.
Tinder built their idea on positive psychology. Users can swipe right to raise an interest in someone but never know if they have been rejected, only if they have been accepted. This prevents a negative psychology and the sense of rejection that no one wants and gives a great user experience.
Users get an enjoyment of using the app and being ‘liked’ by other users, with none of the negative side effects of standard dating. Win, win.
Users need to integrate their Facebook account when making an account giving a great social network and
Tinder is still seeing fantastic organic growth as happy users recommend their friends and build the Tinder user base.
Word of mouth! Tinder perfected word of mouth and viral sharing with their targeting of university campuses. Rather than plowing money into advertising and paid promotion, Tinder focused on getting organic traction with users who would have such a great experience that they would tell others. And by focusing on a young, student demographic, marketing like this spreads fast.
Sean Rad, CEO, said in an interview:
“We had been picking up on college campuses, then everyone went home and told their cousins and older brothers and friends about it, and all of a sudden Tinder started growing like a virus.”
So by focusing on the end user and removing the pain points of older services (and some powerful extras such as social integration and positive psychology), Tinder has grown into the number 2 iOS Lifestyle and dating app.
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