From Billboards to VR Pods: A Modern Dating App Marketing Strategy

Dating has always been exciting.

The digital age has taken the dating adventure to a whole new level. Swiping right here, scrolling down there, love-seekers are continuously looking for platforms that can help them find ‘the one’. Options are many, and each of them promises something different.

What if you were to launch your very own dating platform? How would you market it to capture attention in such a competitive domain?

Let’s talk about some creative dating app marketing strategies that can make your startup’s launch stand out. We’ll keep things simple, focusing on why each marketing strategy is important and how you can implement it. 

Oh wait, while we focus on dating apps, some tweaks and many of these tactics can be adapted for any other product-led startup too.

Ready? Time to get the ball rolling.

Innovative app marketing strategies for rapid impact

Minimal billboards

Building anticipation is crucial. Well-planned, amazingly-executed pre-launch campaigns create buzz and get people excited about what’s coming. Billboards create buzz, get you the first group of users who will talk about the app and spread the word naturally. This will make the launch memorable in the busy market.

What to do?

• Set up hoardings in high-visibility places, target areas where your potential users can be.
• Feature minimal, intriguing, open-ended messages that can lead to curiosity, questions and maybe make the passersby scan QR codes for more info.

Did you know: 71% of people consciously look at billboards while driving.

Source

Immersive experiences

When they experience it, they remember it. Through virtual reality (VR), you can create memorable interactions for the potential users. It’s a brilliant way to have the people experience your app in a dynamic way.

What to do?

• Set up VR pods in high-traffic areas such as malls, airports, or luxury lounges.
• Offer a 360° tour of your app, the experience has to be fun, memorable.
• Provide photo opportunities, like a booth, for encouraging social sharing.

Experience is important. Tinder blew everyone away with ‘Swipe Night’. Their regular swiping turned into an experience you’d be excited to talk about later. This shows that when you create a cool, engaging experience, it makes everything more memorable and fun.

Influencer partnership

Influencers can create authentic buzz around your app. For your dating app, partner with influencers in the dating, lifestyle, and relationships space. It gives you direct access to their loyal audiences and amplifies your message in a relatable way. Influencers can build curiosity, encourage word-of-mouth and their followers will join in on the excitement. 

What to do?

• Give a creative experience to the influencers, like unboxing a mystery package or solving a puzzle. It should hint at your app’s offering.
• Needless to say, they will need to share their curiosity with their followers.

Did you know: Dove’s influencer campaigns in 2022 reached over 1 billion impressions and boosted social media engagement by 20%.

Missed connection posters

Even if there aren’t any literal missed connections, this idea is a clever marketing tactic for stoking curiosity. It taps into nostalgia, people start thinking about their chance encounters. It can encourage people to explore your app as if they might uncover their own hidden story. 

What to do?

• Place posters in cafes, libraries, metro stations, PVRs, and universities.
• Use open-ended, thought-provoking texts that hint at the possibility of a special connection.
• Each poster includes a QR code that directs viewers to your landing page.

Hyperlocal digital billboards

Target audiences in specific areas by delivering real-time, dynamic content that resonates with them. It could be live updates or user stats that create a localized buzz. It must be intriguing enough to draw immediate attention and drive local search or downloads.

What to do?

• Choose high-traffic locations such as malls or cafes where you expect your potential users.
• Create content that can be updated in real time to reflect local engagement or user milestones.
• Use messages that provoke curiosity.
• Link the billboards with your online efforts using QR codes or hashtags.

CGI Ads

High-quality computer-generated imagery can create visually stunning ads that capture attention. Use them to showcase the idea of ideal matchmaking in an artistic and memorable way. Get innovative visuals with a compelling narrative in the picture and you’ll definitely stand out from the rest.

What to do?

• Narrate a short story that aligns with your app’s theme using CGI.
• Ensure the CGI content is optimized for various platforms like social media, web, and digital billboards.

Source

Anonymous letter

How about a touch of mystery and personal intrigue? Delivered in unexpected ways, these letters are all about the allure of secret messages. This tactic can create a sense of anticipation and invite the recipients to experience your app’s unique promise.

What to do?

• Write a short, mysterious, heartfelt note that hints at the promise of finding love.
• Keep the letters in unexpected places like cafe tables or library shelves.
• Add a QR code that leads recipients to a landing page for more details.

Love vending machine

It’s a playful and interactive way to engage potential users. Placed in high-traffic areas, a love vending machine can suggest match-type results or surprises when users participate. It can also be contests themed around dating trivia, personality quizzes, or fun challenges.

What to do?

• Place the machine in malls, airports, or cinemas where it’s sure to attract attention.
• Create digital games or contests that are easy to participate in and fun to share.
• You can also provide instant prizes like premium app features, discount codes, or branded merchandise.
• You can also integrate a photo booth feature or social media sharing option with a branded hashtag.

Time-tested marketing strategies for consistent results

Social media teasers

In the days leading up to the launch, share countdown posts and subtle, curiosity-provoking messages. Give only a hint of what’s to come. Link it to other ongoing marketing activities, like the hoardings. Set the stage for an interesting launch. You might have a ready-made user base when your app finally goes live.

 

What to do?

• Roll out a series of posts across your social channels.
• Create a hashtag which the influencers will also use. You may as well use it on the hoardings.
• Before launch, drop subtle hints, share creatives that build anticipation.
• Post launch, encourage early adopters to share their experiences using a branded hashtag.

SEO

SEO is the foundation for long-term success. Do it right and get consistent organic traffic on the website, also helping establish your app as a trusted voice in the dating space. Share authentic content and insights on relationships, success stories, tips and the role of AI in matchmaking. Honest content educates the audience and improves your search rankings over time.

What to do?

• Identify and target keywords related to modern dating, AI matchmaking, and relationship advice.
• Develop long-form content like blog posts and articles that are both informative and engaging.
• Collaborate with lifestyle blogs and digital magazines to feature your content and drive traffic.

Did you know: Organic search accounts for 53% of site traffic.

Paid social ads

Target your desired audience to ensure your message reaches users who are most likely to be interested. Precise targeting through Facebook, Instagram, etc., can drive significant traffic and early sign-ups. Data from paid ads will also help tweak your campaign message and ensure you only share what resonates..

What to do?

• Use demographic and interest-based targeting to focus on potential users.
• Craft copy that highlights your app’s unique dual experience.
• Experiment with video, carousel, and single image ads.

Did you know: 24% of Boomers and 46% of Gen X customers discover new products through social media.

Boosted posts

Once you start getting user-generated content (UGC), boost it on social media to add authenticity and quickly create a community vibe around your app. The UGC could be content creators or influencers sharing about the hoardings, the mystery boxes, or potential users experiencing VR pods, taking interactive quizzes, etc. 

What to do?

• Identify the most engaging content and boost it with paid promotion.
• Respond to UGC posts to foster community and further encourage sharing.

Did you know: Apple’s marketing strategy focuses on featuring real users in its campaigns. It creates emotional bonds between the brand and its consumers.

Source

Google Ads

There are many users actively searching for dating solutions. Capture high-intent traffic by placing your app in front of them at the exact moment they are looking for similar services. 

What to do?

• Focus on relevant keywords and search terms.
• Clearly communicate your app’s unique dual experience in the copy.
• Include site links, callouts, and structured snippets to enhance ad visibility.

Podcasts

Storytelling and in-depth discussion, sharing personal experiences and insights, are an intimate way to connect with the potential users. This format allows you to build authority and trust through authentic conversations about relationships and technology.

What to do?

• Partner with influential podcast hosts and engage in discussions on dating, relationships, and technology.
• Share podcast episodes on your social media, website, and newsletters.

Referral programs

When users (influencers too) share their personal recommendations, it creates a ripple effect that attracts new sign-ups. Create a win-win situation, offer exclusive benefits both  to the referrer and the new user. Launch the referral program while the app goes live and set the stage for organic growth.

What to do?

• Create a system that provides each user with a unique referral code or link.
• Reward both the referrer and the new user with premium features or exclusive access.

Did you know: ​​70% of new business often comes from referrals or existing customers.

Partnerships 

Collaborate with wedding planners, love gurus, and relationship experts who already have a loyal audience. Their established platforms can be used to share your witty narrative or highlight your app’s offerings. Let these trusted voices communicate to an audience who’s already engaged in the world of love and relationships.

What to do?

• Reach out to wedding planners, relationship coaches, and renowned love gurus.
• Use their existing social channels, podcasts, and newsletters to share your narrative.
• Develop a message that fits into their style but emphasizes your app’s features.
• Weave your story into their conversations, so their endorsement feels authentic and reaches a wider audience.

Freebies

How and where you offer is more important than what you offer. Freebies, movie tickets for example, are loved by all. A free movie night can be a promotional tool and a conversation starter. It will also build momentum by driving word-of-mouth referrals.

What to do?

• Derive the conditions to earn free movie tickets. It could be signing up or completing a fun challenge.
• Collaborate with movie theaters to offer the tickets as a reward.
• Use social media, email, and in-app notifications to spread the offer.
• Have users share their experiences on social media with a branded hashtag.

Wrapping it up

Today, marketing a new brand means blending the best of both worlds – traditional, proven marketing methods and bold, innovative new-age ideas. 

Established tactics like SEO, paid ads, and referral programs provide a solid foundation. Creative approaches such as immersive experiences, CGI ads, and interactive contests capture attention instantly and spark real excitement. 

But remember, no matter how innovative your marketing strategy is, the heart of any campaign will always be your idea, your story, and your narrative. In simple marketing terms, only powerful content will help you connect with your audience and make your marketing efforts impactful. 

Need help developing content? Say hello to us!
Not sure whose help you need? Visit our blog to explore whether an in-house team, a freelancer, a consultant, or an agency is the right fit for you.

FAQs

1. How are dating apps marketed?
   Dating apps are best marketed through a mix of traditional and modern app marketing strategies. This includes influencer partnerships, social media ads, referral programs, and creative tactics like a missed connection poster or guerrilla marketing. 
2. How do I promote my dating app?
   Promote your app through SEO, social media ads, and influencer campaigns. Also take a creative route with approaches like mystery teasers, personalized outreach, and interactive content. Referral programs and partnerships with local events will also help you drive organic interest and user sign-ups.
3. Who is the target market for a dating app?
   In general, the target market for dating apps includes young adults (18–35) and professionals. But depending on your app, you may have niche audiences like LGBTQ+ communities or specific interest groups as well.