Beauty retailer Sephora took a cue from popular dating app Tinder to design a new shopping feature on its mobile site. Dubbed “”swipe it, shop it,” this feature borrows Tinder’s famous swiping mechanism to guide shoppers through a series of looks. Each look resembles a Tinder card that users can either swipe left to dismiss or swipe right to add to their shopping cart. To promote the feature, Sephora will also use Tinder’s polling feature to give out free makeup samples on the dating app in September, making it the first beauty brand to buy ads on Tinder.
What Brands Need To Do
By adopting the swiping mechanism, this fun feature shows Sephora is tuned into an interface experience that today’s consumers have grown accustomed to on mobile. Other brands developing features for their ecommerce portals, be they websites or apps, should take note and learn to design it in a mobile-friendly way that presents a user experience that matches with consumer behavior. The Tinder ad buy is a complementary move for this campaign, showing that Sephora is willing to try out new platforms to reach mobile consumers. More brands should start looking into native ads in popular apps to bypass ad blockers and connect with consumers.
The Lab has extensive experience working with beauty and fashion brands to reach shoppers on digital channels. Our recent work with NYX Cosmetics that includes a digital beauty bar that innovatively incorporates social and mobile elements into the sampling experience. If you’d like to learn more about developing a mobile strategy to reach connected shoppers, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.
At the beginning of this year, we explored in our 2015 Outlook the concept of “Measurable Intimacy” – the idea that mobile devices, powered by the myriad of sensors embedded within, are making user engagement and their emotional responses increasingly measurable. Now, a new Apple Watch app for Tinder taps into the heart rate sensor on the Watch to create a new user experience of the popular mobile dating app.
Developed by U.S. innovation agency T3, the Hands-Free Tinder app monitors Tinder users’ heart rate while they look through pictures of potential matches. Using a baseline measurement, it will swipe right if the pulse goes up by at least 10% and swipe left if there’s minimal change after about 6 seconds of measuring. An ingenious usage of the sensors on wearables, this app finds a fun, innovative way to incorporate biometric data into real-time user experience, truly unleashing the potential of Measureable Intimacy.
Source: Hands-Free Tinder by T3; Header image screen captured from source video.
Read original story on: AdWeek
As the most popular dating app, Tinder has attracted a fair number of brands that wishes to woo young, single consumers active on its platform. Our POV on dating apps detailed some prime examples of Promoted Profiles, which allows advertisers to create “dating profiles” for brands. If users swipes right on those profiles, brands will be enabled to send them more content via chat messages.
Tinder has rarely revealed any of the stats regarding its ad offerings, but Sean Rad, co-founder of Tinder, just claimed that over twenty percent of users swiped right on brand profiles, and that this engagement rate remains consistent throughout various campaigns. Rod also mentioned that the average user spends 11 minutes a day swiping and texting through Tinder.
While the authenticity of these numbers would be difficult to verify, there is no denying that fractured mobile users are increasingly consuming media content on new platforms. Therefore, brands need to go where the audience is going, even if that means an eighty percent “left-swipe” rejection rate.
Read original story on TechCrunch
Tinder’s latest update allows users to uncover more information about their potential matches by showing all Facebook interests rather than just common ones, shared connections, and most importantly, it deep-links Instagram. The Instagram integration is most significant as users already include their Instagram usernames on their profiles to provide an additional window into their lives. As reported in TechCrunch, cofounder and President, Sean Rad, noted “If we can provide our users with more relevant information for each connection, we can take them halfway there in terms of getting the conversation going”. The app has continuous plans to suggest ideal matches and take conversation starting to the next level.
Read the original story: AdWeek
Partnering with Bud Light to promote its “Whatever, USA” campaign, Tinder unveiled its first-ever native video ad, which invites users to “swipe right” on Bud Light’s Tinder profile to enter for a chance to win a trip to the next Whatever, USA in an as yet unselected city. Last year, the beer brand held a festival event in Crested Butte, Colorado. Using Tinder for event activation this year, Bud Light looks to connect with the Millennial audience on mobile in new ways.
Head image taken from Tinder’s press video
Tinder, the popular mobile dating app that has been “growing like a weed”, according to chairman of IAC’s Match Group unit Greg Blatt, is looking to make some money from all its active users who are constantly swiping left and right on their smartphones in hope of finding the one. Aiming to reach $75 million in annual earnings, Tinder has been warming up to advertisers this year. Now three approaches are reportedly in consideration for generating revenue: subscription, advertising, and “freemium”, as in “free to use with paid premium features”.
Considering that OKCupid, another successful online dating platform that also hails from IAC’s Match Group, employs the latter two approaches, it looks most likely Tinder would follow suit. But given the inherently distinctive user experience of Tinder, incorporating ads and premium features will no doubt require some careful thinking. As with all good marketing efforts on mobile, monetizing effort should not come at the cost of hindering the Tindering.
As Tinder tries to become more than just a “hookup app,” it’s looking to competitor Snapchat for ideas. Now, Tinder allows you to share “moments,” which are photos that expire after 24 hours, with everybody you’ve ever matched with. The idea is to draw users into the social features of sharing things wth new friends, rather than using it for merely swiping through people to meet up with. It’s a bit of a different outlook for Tinder, who are now competing with messaging apps as well as dating apps.
Though Tinder has had little promise for advertisers, they are now part of IAC, and are slated to begin generating revenue for the conglomerate. IAC executives reported today that they want the dating app to begin to generate revenue and are expecting to experiment with different types of monetization strategies in the near future. The obvious idea is to run ads on the service – it presents many intriguing prospects for differing ways of bringing content to different types of consumers specific to the platform. Indeed, Fox has already advertised on the service with fake profiles to promote their program “The Mindy Project.” IAC executives are making the pitch, in part, because of user numbers on Tinder, which continue to increase. It will be interesting to hear how they think of advertising on the platform, and is worth keeping an eye on.
Tinder, the wildly popular “hot or not” flirting app for iOS, has expanded to Android, and marketers are beginning to take notice. The service has offered 100 million matches, and is currently offering 1.5 million daily. Most matches are made between members of the crucial, and elusive, young adult demographic. USA Network recently tied the app with the season 3 premier of “Suits,” adding characters from the show as matches. If a user likes one of these profiles, they will receive access to exclusive content, and potentially some flirting with the character. Both parties insist there was no money exchanged in this partnership, but it is certain similar opportunities will be pursued when Tinder finally decides to take on revenue from marketers.