It’s not always immediately obvious why a certain business or model achieves such great success. Sometimes, a business comes along that hits the marketing sweet spot or fulfills a customer need, and the momentum builds at such a fast rate that fame and success are quickly achieved.
Tinder is a prime example of how a company can take off and enjoy stellar growth, much to the envy of some of its rivals, who then attempt to emulate their success story. There may be a bit of luck and good timing involved, but there’s often good planning and a great business model behind the success story.
Getting all the basics right, such as choosing a payment gateway for dating site, all help to lay the groundwork for success, allowing you to cope with rapid expansion. With that in mind, how and why did Tinder become such a massive success story?
Tapping into the best form of marketing
If there’s one form of marketing that is widely considered to be the most powerful force of all it is word–of-mouth. When people start talking about your product or service in ever-increasing numbers it creates a snowball effect that can take your sales numbers into the stratosphere.
In a nutshell, Tinder fulfilled that enviable marketing achievement of getting existing customers to do the hard sell for them and persuade others to join in the fun by signing up to Tinder too.
Achieving growth through word-of-mouth is a marketers dream. It costs very little and is a hugely powerful marketing force. Tinder was the word on everyone’s lips and they managed to achieve phenomenal growth without breaking the bank and spending huge sums of money on marketing campaigns.
Having a good USP helps
You know you have achieved success when people start using terms to describe their actions that you know are associated with Tinder. The app encourages users to review pictures of potential matches and asks you to decide whether you want to find out more or reject their profile. You do this by swiping their image left or right on the screen.
This was viewed as a niche and easy way to play the dating game. It soon became commonplace for people to say they would swipe left or right when talking about the idea of dating someone. Everyone knew that was something you do on Tinder.
That USP proved to be a game-changer in the dating landscape and helped confirm that Tinder had arrived on the big stage.
Removing the so-called taboo of dating
Dating used to be viewed as a clandestine activity and not something you really talked about openly. There was almost a sense of embarrassment that you were seen to be resorting to using a dating site to find a love match.
Quite simply, Tinder helped remove that taboo and dating became an open topic of conversation. Once people started talking about dating, and Tinder so openly it was clear that the business had become a benchmark for dating protocols, and it confirmed to the business owners that it had a huge success on its hands.
Tinder is a brilliant example of how to take a business idea and maximize its potential through clever marketing and skillful app design.
