The dating app industry is still thriving in 2022, with the first quarter of the year already seeing a 17% increase in year-over-year growth when compared to January 2019. The number of dating app users increased to 323.9 million last year, with the dating app market reaching US$5.61 billion in revenue.

Despite the ongoing demand, however, 90% of startups fail, including dating startups. Your dating app marketing strategy must be watertight, demonstrating to users what makes your dating app unique, fun, and relevant to their specific needs. In this guide, we will look at how to market a dating app in 2022 and achieve your most ambitious goals, including where to start, managing your online presence, paid user acquisition, and best practices.

Where to Begin with Dating App Marketing Strategy

Users will not waste time on a dating app unless they can interact with other active users, so your audience must be exposed to user-generated content from the moment they open your app. This presents a challenge for developers looking to release a new app that hasn't yet developed a loyal, active community, but there are ways to optimize your app's momentum before launch.

Determine your niche and your message

The mass market is dominated by apps like Tinder, Bumble, and Grindr, but there are plenty of opportunities to find your niche and build a loyal community. Defining your target audience is an important step in ensuring your community grows organically and is an effective way to increase your value to users.



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App store optimization (ASO)

Another important practice that will give you an advantage over your competitors is ASO. In a crowded market, dating apps must use ASO to demonstrate their worth and share their unique selling point. Furthermore, high-quality ASO will increase organic installs, bringing you the most valuable users.

Here are five critical areas to consider when implementing ASO.

● To do keyword research. Include keywords (dating and your niche) in the name & the description of your app.
● For the best results, localize your content.
● To reach more users, use primary and secondary app categories.
● To attract organic installs, you must include screenshots and other useful images.

You should also encourage satisfied customers to leave reviews in the app store, giving users another reason to install your app. For example, you could prompt users to rate your app after they have matched a certain number of users, ensuring that your product is being promoted by the most active users.

Identify your most valuable users through paid user acquisition

Paid user acquisition is another important aspect of marketing your dating app successfully. It enables you to reach your target audience, determine which users are the most valuable, and discover which channel they came from. This is where an attribution partner can come in handy.

You can learn from behavioral patterns and optimize your campaigns for long-term success if you have the right insights. You can use AppAds, for example, to segment audiences based on data. This allows you to build on your most successful results by creating lookalike audiences.

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4 best practices for marketing your dating app

1. Create gamification for your app.

If you're not thinking about how gamification can help your dating app, you're passing up a crucial method for retaining users and improving the user experience. Yu-kai Chou, a TEDx speaker, defines gamification as "harnessing the power of play," which perfectly describes why you should gamify your dating app. This is especially effective in the dating market because dating apps, like gaming, are designed to be enjoyable. For example, the dating app Jigsaw conceals matches' photos behind a jigsaw puzzle that can only be solved piece by piece through conversation.

You can identify areas that should be gamified by figuring out how to make your app more competitive, entertaining, and simple. It could be as simple as incorporating GIFs and emojis into your chat function. It is important to consider user feedback on any features that are harming your app's gamification.



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2. Distribute user-generated content

User-generated content is an effective way to communicate your message in a way that your audience will perceive as genuine. When businesses share relevant user-generated content on their website, social media channels, or any other digital platform, their customer engagement increases by 28%.

3. Include social media in your app

Dating apps are intended to be social, and thus can benefit from the inclusion of social networking functions. Tinder's integration with Facebook, for example, makes it simple for users to sign up. It's a good idea to use the APIs of social media platforms so you can take advantage of features that users are already familiar with.

4. Accept the social discovery component of dating apps

Many apps are adding "social discovery" features based on the personalities, interests, and hobbies of their users. Bumble has long capitalized on the desire for friendship, with its Bumble BFF app debuting in 2016. Swipe Night, a live interactive dating feature on Tinder, allows singles to follow a crime story together. Users collaborate with another user via "Fast Chat" at the end of each episode to analyze the story and solve the mystery together. Finally, these two users will be able to determine whether or not they are a match.

If you can incorporate social discovery features and promote the possibility of connection, your dating app may be able to attract more users. 

Related reading: 

• Case Study: How We Increase Conversion Rate by 41% Of A Dating App By ASO?
• Case Study: How A Mid-level Dating App Used ASO To Increase Organic Downloads On Google Play By 300%