Finding a suitable partner has never been an easy task. COVID restrictions have altered not only the communication format but also the dating format. Bumble, for example, introduced a form about vaccination and acceptable places to meet so that users can quickly assess the risks of interacting in public places with people who have not been vaccinated.

For a long time, dating services have focused on swiping mechanics and quick matchmaking, but this approach has given rise to several hypotheses among psychologists and sociologists that the value of the match is lost in this manner. You can always swipe further to communicate with more people simultaneously. In this regard, dating apps are experimenting with slow dating mechanics and data analytics to give users more time to get to know each other and discover common interests if they are not specified in a profile.

After a slump in the early 2010s, dating app revenue has grown every year since 2015, reaching $5.61 billion by 2021.

App Store Optimization challenge

It's difficult! Marketing a dating app takes a lot of effort. If you decide to market your dating app through the App Store, you must overcome the following obstacles.

1. Identifying the "One" Ideal Value Proposition

Targeting a dating app value proposition is difficult, especially because some of the biggest players, such as Tinder, Bumble, and Grindr, have a stronghold on younger demographics, with millennials and Gen Z being the most prevalent generation.

Also, keep in mind that positioning takes time. Tinder is the best example of a player in the dating app category with associations and connotations. According to the best app store optimization agency, an app's user-generated content makes it difficult to brand. If you look at Tinder ads, you will notice that it encourages users to "find love." However, public opinion is divided.



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2. Giant Dating App Dominance

If you ask anyone on the street to name a dating app, they will offer you names like Bumble, Tinder, Grindr, Hinge, and others. However, there are thousands of dating apps available in the app store. According to app store optimization agencies, small-scale dating app developers must jump through difficult hoops to stand out. This includes a significant number of paid and organic marketing campaigns both on and off the app store. Even after that, very few users switch to another dating app.

App Store Optimization solution

These difficulties are only the tip of the iceberg. Strong value propositions and differentiation, according to the best app store optimization agencies, are the major challenges of app store marketing. However, every successful marketing campaign requires an organic backbone in app stores. The user research pattern will differ depending on the demographic. As a result, the question is, how do you catch them? Of course, via App Store Optimization. Here are some best practices to adopt:

1. Localize and culturally appropriate your app store page

Localizing and culturalizing your app can significantly increase its global visibility and CVR.

Aside from translating your app into multiple languages, it's critical to research and identify the most popular dating apps in each country you want to target. This gives you insight into what concepts appeal to locals in specific regions and how competitors use their app store assets to attract users (for example, what messages they include in captions, how they showcase their app's functionality in the Gallery, and so on). It also assists you in identifying subtle cultural nuances that would otherwise go unnoticed. 

For example, in France, Russia, and the United Kingdom, we discovered unique dating insights that are reflected in each app store:

• France - It is common for women to make the decisions in dating. The AdopteUnMec app takes advantage of this insight by giving women the ability to choose a man. 
• Russia - Russians respond well to stylish selfies and, somewhat unexpectedly, creative assets involving cats or cat videos.
• The United Kingdom (UK) eharmony's Screenshots have been localized so that the location of each potential match is a UK city rather than a US city, even though the app store is in English. This allows users to connect with the app on a deeper level. Many countries share the same language, but this gives the false impression that they can be treated as a single marketing unit.

2. Conduct a competitor analysis using ASO technology

There is no way to discuss the dating app market without examining the competitors, regardless of size or category. However, ASO tools and technology such as Appranking assist developers in determining what keywords users search for. ASO technologies can also assist in analyzing competitors' app store rankings. This is critical information to have when developing an app marketing strategy both on and off the app store. Developing a strong app metadata strategy significantly improves your ability to be discovered on the app store, both organically and through paid campaigns.



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3. Remember seasonality

What your users respond well to can be greatly influenced by the time of year. During the summer, for example, users may be more receptive to images depicting outdoor dates. During the winter, and especially during the holiday season, visitors may want to see more direct messaging about finding relationships and companionship.

It is critical to send the appropriate message at the appropriate time. Even during the seasonal dips in the fall, it is critical to include the appropriate messaging in the screenshot and metadata. According to the best app store optimization agencies, this will not only help with conversions to the app but will also carry relevancy when user search behaviors change or they need to be repositioned. To address the dips in usage, it is time to add more commitment-focused language.

Conclusion

The dating app industry has millions of users worldwide. As a result, to attract users and remain relevant, you must test and optimize the app store page. As a specialized app store optimization agency, we are here to assist you in developing a strong ASO strategy by understanding app store visitor behavior. Contact us right away!