Join Brad Batesole for an in-depth discussion in this video Tinder, part of Marketing Foundations: Growth Hacking.
- Tinder is among some of the fastest growing mobile applications. It's essentially a dating application built around the idea of simplicity. The app shows you a photo of a potential match. You swipe left for no and right to indicate that you like them. Tinder then adds your profile into the queue of the potential match, and if they happen to swipe yes for you, you're paired up. You can sort of see how the app works by looking at this simplistic visualization here on the Tinder home page. The application was designed out of a startup Sandbox controlled by IAC, the same company that runs Ask.com, College Humor and others.
I've gone ahead and opened up their Wikipedia page and pulled up the businesses listings just so you can see how big they really are. You might think that this big company was the primary reason for success. And since its 2012 launch, Tinder's achieved over 5 billion profile views. But in all reality, their growth didn't require a lot of money. It was all done as a growth hack. It started when the VP of marketing, Whitney Wolfe, took a departure from the Internet to build a real-world growth hack. She went right to their target audience.
Taking a page from the Facebook playbook, she went to prominent college campuses around the country. Her method was to walk into a sorority and have all the girls install the application, and then she'd go to a fraternity and show the guys that there were a large number of girls on campus using this app. It was genius. The simplicity of the app, coupled with a highly motivated target market, sparked their growth. When you think about it, a network is only as valuable as its participants. The more people participating, the more valuable the network and the more people that will continue to join it.
So I'm going to go ahead and show you the Tinder app so we can look at another growth hack that's currently active. Now we're loaded into the Tinder app and I've already set up an account for Henry Twill. And Tinder is socially connected, so all I had to do was link Henry's Facebook profile to the Tinder app. And this really helps reinforce the fact that they've built this with an extreme focus on product market fit. It's incredibly simple and easy to sign up. Now, if Henry had any local matches, he'd see some photos on the screen and he could swipe through them endlessly.
But here's what happens. There is no one for Henry to meet. Either he's in an area where there aren't any Tinder users or he's simply exhausted all of his options. And what happens is quite a simple growth hack. He's presented with the opportunity to invite his friends with the option here at the bottom. And I'll tap that so you can see what happens. It's offering me the option to send a message, an email or I can tap More and share via Twitter and LinkedIn. A user of a dating application obviously wants more matches, so they encourage you to invite your friends to build the network.
Within the first 10 seconds, you're hooked, and then if you run out of matches, they've activated your willingness to advocate for the brand. In one tap you can send a text or an email that contains a link to download the app. Tinder's primary motivation is to grow the network. They did it manually when they started, but as you can see from this mobile screen, they've put the incentive in the hands of the user. By sticking to their core audience, never deviating from the simplicity of their app, and letting users grow the network for them, Tinder has achieved a tremendous success.
The course concludes with growth-hacking case studies, highlighting the growth-hacking techniques that helped propel such companies as Airbnb, Uber, and Tinder to explosive growth.
- What is growth hacking?
- Understanding the funnel
- Setting up tracking and analytics
- Leveraging customers and existing users
- Testing ideas
- Generating an audience
- Creating an incentive strategy
- Real-world examples of successful growth hacking