Tinder to continue increasing ad spend, shifts focus toward Gen-Z women (Score 68)

Sales lead: Reach out now to score some of these extra ad dollars. 

• Tinder's DMs revealed some details regarding its marketing plans in the Q2 2023 Match Group earnings report.
• It will continue ramping up ad spend due to the success of the campaign we told you about earlier this year. 
• It also plans on making the app more appealing and fun for a younger audience. 
• The dating app is working on reaching women more effectively as well. 

Target demographic: Gen-Z with a female skew

The company will likely:

• Try new channels such as TikTok to reach Gen-Z women
• Keep increasing ad spend
• Partner with celebrity/social influencers

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Tinder spent nearly $9.2m on digital display ads YTD, a huge increase from $563.7k spent in this channel during the same time period of 2022. 
• YTD data: 885.5m impressions via YouTube (61%) and Instagram (39%). 
• 2021-2022 spend: Full-year spend equaled $1.8m in 2021 and $1.5m in 2022. 
• Ad location: It placed 100% of these ads directly onto youtube.com and instagram.com. 

Additional channel insights  

• Top podcasts sponsored: The Bert Show, The Kyle & Jackie O Show, Slate Culture, The Flop House, and The David McWilliams Podcast. 

Agency analysis:

• Opportunity: Get in touch if you can help Tinder reach Gen-Z women more effectively. 
• Current roster:
  • VaynerMedia: media AOR
  • Mischief @ No Fixed Address: creative AOR

Insight Sources: Digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser.