- Posted by Timur Taepov
- On April 2, 2015
- case study, dating app, success story, tinder
I’m glad to welcome you to another episode of the App Marketing – Growth Hacking Podcast. Authors of the absorbing resource GrowthHackers Morgan Brown and Everette Taylor studied the success story of the dating app Tinder. And today I’m going to share with you some useful tricks and secrets of this mobile application success.
Tinder is the location-based dating app which was launched on October, 2012 and made a real breakthrough. By January 2014, the app boasted more than 10 million users. By December of 2014, the app had been downloaded more than 40 million times with users swiping 1 billion times per day. On February 3rd the company reported that Tinder saw 100% year over year growth in monthly active users.
So what are the key points of the Tinder’s way to success?
First of all, developers created an addictive app through a novel and gamified user experience that capitalized on new social norms toward casual dating.
They have also made an efficient promotion campaign among the students, firstly girls and then boys were interested in. It worked directly like word of mouth. Also It was possible due to robust marketplace of supply and demand through collegiate greek systems. They also drove network effects through college-by-college launches.
After that Tinder had gained a sufficient user base, adoption began to snowball thanks to the network effect − the more users Tinder got, the more valuable it became, and so even more people joined.
Actually, creators became able to create a trend of their product. Now people don’t feel shy using this app, conversely they are “proud” to demonstrate it. Unlike other traditional online dating, Tinder is more socially acceptable to talk about and show off.
And now I offer you to see what helps Tinder to stay afloat today. Hope, you guys are still all ears.
So today Tinder still engages word of mouth and press that helps to drive growth. Product extensions make this app accessible to more quantity of users outside of just singles looking to connect. Product features increase re-engagement and retention. They also use international expansion and monetization.
So that’s all stuff for today. I hope, you’ve enjoyed this podcast and got some useful information. Tell me what’s your opinion about Tinder and its story of success? Maybe, you know some more. It would be nice to see your comments below this episode’s notes!
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