“Pick me. Choose me. Love me.” Meredith Grey’s famous words from Grey’s Anatomy ring true for dating app users and marketers alike. While dating and marketing may seem like two completely different topics, marketers can actually learn a lot from dating app practices. After all, dating apps are based on personal branding and marketing yourself.
- Cutting through the noise
There are so many fish in the sea, so many people using dating apps. Today it has become commonplace. It is no longer looked at as a last-ditch-effort for desperate people. According to Esquire, “as many as 40% of Americans use dating apps.” Since there are so many people using these apps, you have to make sure your profile stands out among the crowd.
Similarly, there are millions of people online and thousands of distractions that can overpower your message as a marketer. In order to reach a consumer, you have to create content that cuts through the noise, grabbing the attention of your target audience.
- Storytelling with Words and Graphics
As the old adage goes, a picture is worth a thousand words. On dating apps, people look at your pictures before swiping left or right. If each picture is worth a thousand words, and you’re only given a select number of pictures to display, you better make sure you are using those pictures wisely. Sending the right message with a specific word limit means your storytelling has to be concise. At the same time, it must perfectly showcase you, your likes and dislikes, and what you are looking for.
As a marketer, you are faced with similar constraints on social media. You have a limited amount of copy to accompany photos or video. Short attention spans, competing content, and increasing distractions make good storytelling the key to captivating your audience long enough to convey your message.
- Building Trust
In a world of fake news accusations, building trust is paramount. According to eHarmony, “53% of people lie on their online dating profile.” They usually lie about their age, height/weight, and job/income. When it comes to online dating, trust is especially important. Romantic relationships are built on trust. Never mind the very real possibility of being catfished. For these reasons, it is extremely important to be true to yourself. Fill out your profile completely. Answer as many of those silly questions as you can to find the best possible match.
Below are some keys to building trust on dating apps that we can translate into marketing lessons:
People do not have the time, attention span, or desire to search through three group photos trying to figure out which one you are. Don’t make a potential date scroll through three group photos trying to figure out which one is you. Making things difficult for your audience does never bodes well.
The exact same thing goes for marketers. Customers do not have the patience to click through multiple links in order to get to their final destination. If you are selling something, add a button so they can easily click to buy. If you are promoting a website, provide a button that takes them directly there. When the customer actually lands on your website, make sure all of the links work. Whatever it may be, you want to make it as easy as possible for the consumer so they do not become frustrated and give up. Not only will that cause a one-time lost sale, that potential customer may be lost forever.
- Photo Quality and Sizing
Have you ever scrolled through someone’s pictures and been confused when they aren’t even shown in the photo? It is important to check your profile when it is completed. Make sure that photo quality is maintained with the upload and that all photos are the correct size. After all, you want to be seen in the view box.
In marketing, this is extremely important. Since there are various social platforms that all require different photo sizes for optimum display, it is important to follow the guidelines and test your photos to make sure they look perfect on the platform chosen.
- Market Research
So you aren’t getting any matches? It’s time to take a look at your profile and see what you’re doing wrong. Only have one photo posted? Don’t have your bio filled out? Are you trying to be someone you’re not? Are you making it difficult for people to tell who you are in your pictures? There are many reasons that you might not be getting matches. The best way to fix it is with some good ol’ trial and error. Start by changing one aspect of your profile and see if things get better or worse. And keep going from there. The only way to fix the problem is to figure out what the problem is.
The same goes for marketing. Is your content not cultivating engagement? Are you lacking an increase in sales from your marketing efforts? Time to make changes, one at a time, to see what needs to be done. Maybe your content isn’t up to par. Maybe your target audience isn’t properly defined. Do some research and find out what your audience wants.
According to Pew Research Center, “one-in-five online daters have asked someone else to help them with their profile. Many online daters enlist their friends in an effort to put their best digital foot forward.” While making sure your profile is you, it helps to have a second pair of eyes to look at the whole picture.
In marketing, having multiple sets of eyes checking the content for a consistent and appropriate brand voice. Originality and good grammar are key.
At the end of the day, you are not going to find the love of your life (or engaged consumers) unless you are true to yourself (and your brand). Author — Megan de Trane
a. Include a variety of clear pictures
Do you expect anyone to swipe right on a single picture of you? How are they supposed to know if it is really you or not? Online dating is slightly harder than meeting someone in person because as we all know, people pick and choose what to post online. They make themselves and their lives look the best they can. With multiple pictures, people can see a little bit more of the real you and what you like to do. When it comes to marketing, consumers expect the content you share to be true to your business, your product, and your beliefs. While sharing a funny meme may get a short boost in engagement, if it does not coincide with your business, it will not create lasting engagement.
b. Include a picture without sunglasses on and make your bio you
These two go hand in hand. There really is something about looking into someone’s eyes that builds trust and helps you know him or her better. In addition, when you write a bio that is true to yourself. Sharing your likes and dislikes, will help you find someone with the same interests and values. In marketing, transparency is just as important. While the ultimate goal of marketing is to increase awareness and sales, neither of those will be lasting without honest marketing.
c.Make sure the age in your profile matches the age in your bio
Consistency is key. Would you trust someone who displayed a different age on their profile than their actual age? Consistency builds trust. If the product or service that you are marketing lives up to its name, the brand will leave a lasting impact on the consumer’s mind.