For brands and marketers, dating apps offer unique ways to connect with highly engaged users. These platforms allow businesses to create personalized campaigns, reach specific audiences, and build real connections with potential customers. With interactive ad formats and location-based targeting, dating apps are a great way for brands to expand their marketing strategies.
In this blog, we’ll look at how dating apps have evolved into marketing platforms, the strategies brands use to make the most of them, and real-life examples of companies that have “swiped right” on this growing trend.
The Rise of Dating Apps: A New Marketing Opportunity
1. The Numbers Behind the Trend
To understand why dating apps attract marketers, let’s look at the numbers. As of 2025, there are around 349 million dating app users worldwide. Platforms like Tinder alone have over 75 million active users per month.
Users spend an average of 90 minutes per day on these apps, making them one of the most engaging digital platforms. For marketers, this means huge opportunities to reach a highly active audience in a way that feels natural and non-intrusive.
2. A Diverse and Targeted Audience
Dating apps attract people of all ages and interests.
- Gen Z and Millennials: Found mostly on Tinder and Bumble.
- Professionals: Prefer apps like Hinge.
- Niche Audiences: Use platforms like Christian Mingle or FarmersOnly.
This diversity allows brands to target users based on age, interests, and lifestyle. Whether promoting beauty products for young adults or local events for singles in a specific city, dating apps offer precise marketing opportunities.
Why Dating Apps Are a Perfect Match for Marketing
1. High User Engagement
People spend a lot of time swiping, chatting, and browsing profiles. This means brands have a better chance of getting noticed compared to traditional social media ads. Ads on dating apps often have higher visibility and interaction rates.
2. Location-Based Targeting
Dating apps focus on matching people nearby, making them great for local businesses and events.
For example:
- A restaurant can target users within a 5-mile radius with a "Date Night Special."
- A music venue can promote concerts to singles in the area.
3. Personalized Marketing
Dating apps use AI to personalize user experiences. Marketers can do the same by customizing ads based on interests.
For example:
- A fitness brand can target users who list “working out” in their profiles.
- A travel company can promote vacation deals to users interested in adventure.
4. Creative Advertising Formats
Dating apps offer unique ad options beyond traditional pop-ups.
- Tinder’s Swipe Cards: Users swipe left or right on branded content.
- Bumble’s Sponsored Profiles: Brands create a profile that users can "match" with for deals or discounts.
These formats blend naturally into the user experience, making ads less intrusive and more engaging.
How Brands Can “Swipe Right” on Dating Apps
1. Create Engaging Sponsored Content
Brands can integrate into the app experience with swipeable cards or sponsored profiles.
For example:
- A travel company could create a profile for a "dream destination" with exclusive vacation deals.
- A beverage brand could offer free drinks at a local event to users who match with their profile.
2. Leverage In-App Events
Some dating apps host special themed weeks like "Self-Care Sunday" or "Singles’ Week." Brands can partner with these events to promote relevant products.
For example:
- A skincare brand could offer discounts during "Self-Care Sunday."
- A clothing brand could promote date-night outfits during Valentine’s week.
3. Use Geo-Targeted Ads
Local businesses can benefit the most from dating app ads.
For example:
- A café can promote "first date coffee specials" to nearby users.
- A gym can offer "couples workout discounts" for users within a certain area.
4. Add Humor to Campaigns
Dating apps are lighthearted and fun, so brands that use humor can stand out.
For example:
- A snack brand could run an ad saying, "Swipe right if you love midnight snacks!"
- A movie streaming service could promote rom-coms with the tagline, "Find your perfect match... in our movie collection!"
5. Partner with Influencers
Influencer collaborations can help boost brand awareness on dating apps.
For example:
- A fashion brand can work with influencers to promote "first date looks."
- A fitness influencer can promote confidence-boosting workouts through a dating app campaign.
Case Studies: Brands That Got It Right
1. Spotify + Tinder
Spotify teamed up with Tinder to let users add an "Anthem" (favorite song) to their profile. This not only boosted engagement on Tinder but also promoted Spotify as a way to connect through music.
2. Domino’s + Tinder
Domino’s created a fake Tinder profile for a pizza slice with the bio: "Swipe right if you're craving me tonight." Users who matched received discount codes, driving both engagement and sales.
3. HBO + Bumble
To promote its show Big Little Lies, HBO partnered with Bumble for a campaign where users shared their "biggest little secret." This campaign sparked conversations and generated buzz for the show.
4. McDonald's + Happn
McDonald's used the location-based app Happn to promote free breakfast offers. Users near McDonald's locations could “match” with a McMuffin and claim a free meal.
Challenges of Marketing on Dating Apps
While dating apps offer great marketing opportunities, they also come with challenges:
1. Maintaining Authenticity
Users expect genuine interactions, so brands must create ads that feel natural and not too sales-focused.
2. Data Privacy Concerns
Dating apps collect sensitive user data, so brands need to follow privacy regulations and ensure user trust.
3. Targeting the Right Audience
Since dating apps have diverse users, marketers need to carefully define their audience to avoid wasting resources.
The Future of Marketing on Dating Apps
The role of dating apps in marketing is expected to grow even more. Upcoming trends include:
- AI-powered ads: Even more personalized campaigns.
- Metaverse integration: Virtual dating experiences with brand involvement.
- Gamification: Brands sponsoring quizzes, challenges, and interactive content.
Conclusion
Dating apps are no longer just about finding love—they are powerful marketing platforms that help brands connect with highly engaged audiences.
With creative ad formats, location-based targeting, and personalization, these apps offer unique opportunities for brands to make a lasting impression.
Just like in dating, marketing on these platforms requires authenticity, creativity, and a deep understanding of the audience. If done right, brands can find their "perfect match" in the world of digital marketing.