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Social Media Marketing The Drum Live

The Drum Live: How Tinder is revolutionizing love and marketing


By The Drum Team, Editorial

May 13, 2024 | 4 min read

During The Drum Live in the USA, Tinder’s Melissa Hobley discussed the practical steps the app is taking to support the LGBTQ+ community.

Tinder’s ‘It Starts With a Swipe’ campaign

Tinder’s ‘It Starts With a Swipe’ campaign

When we hear from Melissa Hobley, the global CMO at Tinder, at The Drum Live in New York, she explains how Tinder has been implementing features to support the LGBTQ+ community, such as its ‘Traveler Alert’ that protects users by alerting them when they enter a region where their very existence might be criminalized.

“We also focus on educational initiatives and partnerships with organizations such as Glaad to improve visibility and acceptance,” she explains before emphasizing the following actionable efforts behind Tinder’s commitment.

Merging product-led marketing with inclusive storytelling

Tinder’s ‘It Starts With a Swipe’ campaign illustrates the company’s strategy of intertwining product features with inclusive storytelling. This campaign not only showcased diverse love stories but also provided a platform for real user experiences that span different identities and orientations. “Our ads reflect the genuine interactions that happen every day among our users, making the narrative as inclusive and diverse as our user base,” says Hobley.

Innovations shaped by marketing insights

Tinder’s ‘Share My Date’ and ‘Matchmaker’ features reflect direct responses to user feedback. ‘Share My Date’ enhances safety by allowing users to inform friends about date details. Hobley shares insights on its importance, saying: “This feature not only ensures safety but also builds trust among our users, making them feel more comfortable while dating.” Meanwhile, ‘Matchmaker’ enables users to set up friends, expanding the app’s functionality beyond traditional dating scenarios.

Engaging Gen Z authentically

Melissa details how Tinder has successfully engaged Gen Z by mirroring their values and communication preferences, particularly through humor and authenticity. “We’ve found that being genuine and sometimes self-deprecating resonates well with this demographic. They appreciate the humor and are more likely to engage when the content feels natural and spontaneous.”

Deep dive into Tinder’s advertising campaigns

The ‘It Starts With a Swipe’ campaign has been pivotal in changing public perception of Tinder. Delving into how this campaign extended its reach by resonating emotionally with users, she says: “We’ve observed couples during the ‘delete together’ moment when both parties delete their Tinder app as a sign of commitment. This real-life ritual inspired one of our most popular ads, highlighting the serious relationships that can start with just a swipe.” It showcases how Tinder’s marketing seamlessly integrates with user realities.

Creating global momentum through cultural relevance

Hobley’s insights at The Drum Live in the USA paint a picture of a dating app deeply embedded in cultural trends and societal shifts. By taking practical steps to support marginalized communities, by engaging users with genuine narratives and innovating based on user feedback, Tinder is not just a platform for dating but a catalyst for social change. The effectiveness of Tinder’s strategies is evident in how deeply integrated the app has become in modern dating culture, redefining what it means to find love in the digital age.

Social Media Marketing The Drum Live

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