Online Dating vs. Dating Apps

Online dating has been around for years, however the face of online dating changed with apps like Tinder. Is marketing the cause? Or is it something else? I have seen ads on TV or the internet for sites like Match.com and eharmony, however I have never seen an ad on TV or the internet for Tinder. How do these apps become so popular without any advertising?

It seems as though Tinder has no apparent advertising strategy as an outsider looking in, however the marketing of the product has been incredible. Online dating sites often have long questionnaires to create meaningful matches. With apps like Tinder, the beginning contact is similar to seeing someone across a bar or party and going over to talk to them. Tinder doesn't strive to create lifelong partners, it is a
n app meant to be more about meeting people you might not have run into, not creating lasting relationships.

Tinder is a simple app that really strives to be straightforward. Along with its simplicity it is slightly addictive, almost feeling more like a game than a dating app. The folks at Tinder don't seem to be incredibly concerned with brand loyalty either. Although Tinder doesn't have an extensive advertising campaign with TV commercials or billboards its marketing strategy and laidback vibe seem to be working really well.