Magazine article Marketing

Social Tracker

Magazine article Marketing

Social Tracker

Article excerpt

How has matchmaking app Tinder been faring on social media against fierce competition?

As Valentine's Day approaches, you can bet that Tinder users will be furiously swiping to get a date on the most romantic day of the year.

For the uninitiated, the app's users swipe left past profile pictures of people they are not interested in, but right when one takes their fancy A match is declared when two users swipe right for each other.

Although Tinder's social presences lag behind some competitors - its 120,000 Facebook likes are dwarfed by Zoosk's 14m - humorous profiles and the chat-up lines of users going viral mean it has a prominent public profile. As a result, Tinder's Social Media Reputation score is high (see below).

While the app is not necessarily associated with life-long relationships, it's certainly getting people together at an impressive rate; it's poised to announce its two-billionth match, having hit the 1bn match mark only last March.

39% of comment relating to Tinder was about customers' matches. The majority (68%) felt negatively about their matches, expressing the feeling that they were unsuitable, or that their prospective suitors had turned out to be not quite what they claimed.

64% of Plenty of Fish commentary was about the brand's ads. The majority of those who had seen the recent campaign, which features animated characters set to a musical soundtrack, thought it was poor. Almost nine out of 10 comments about the campaign were negative.

SOCIAL MEDIA REPUTATION (SMR) SCORE

63 - October: The New York Times revealed that Tinder had 15m users on a daily basis. …

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