What We Can Learn About Communication From Dating Apps

Anyone who’s used a dating app knows there’s a special game people play trying to find their perfect match. You start by considering who you want to attract, prove why you’d be a good fit and pursue others who seem to have the same goal. Sound familiar? That’s because it all comes down to marketing. Dating apps are a study in people marketing themselves to each other — and there’s a lot to be learned from them.

Show Your Personality

Some dating apps encourage users to answer a prompt associated with a picture to spark interaction. Apps offer a wide range of prompts from “Texting me is like…” to “My most irrational fear…” Prompts shine a light on your personality by the questions you choose as well as your answers. Users can also invite potential matches to answer prompts to lower the barrier to starting a conversation. The same tactic can be used during conversations your brand has with your community — show them what makes you…you! Create your own prompts and answer them on social or toss a fun prompt out to your community and see what hooks them.

Make a Good Impression…Fast

The decision to swipe right or left is made within seconds of someone viewing your profile. As much as we might try to deny it, human beings are naturally judgmental.

We decide if we’ll mesh with something — whether another human, an animal, or an organization — in the very first moments that we’re introduced. So, to keep your target audiences engaged and interested, you need to impress them as quickly as possible. Do this by capturing your audience’s attention at the beginning of your messaging instead of the end. Just like in a dating profile, the first picture and first words need to be a “thumbstopper” or your viewer is likely on to the next thing.?

Be Clear About What You Want

No one likes a bait and switch. Looking for marriage…or just keeping it casual? Be clear. Unlike in person, online people clearly list their goals. Just like in dating, hiding what you really want and hoping you’ll be the one to turn that serial dater into a committed partner will likely lead to a dead end. Let prospects know upfront what you want from them and what you have to offer in return.

Slow Your Roll

Whether it’s constant follow-ups, intrusive conversations, or someone simply not taking the hint, being too pushy is all too familiar in the dating — and marketing — world. We’re constantly being bombarded with sales emails, people asking for donations, or meeting requests. The onslaught of requests and contact can condition us to ignore anything that’s coming in too frequently. Take a beat, let people digest what you have to say, and let them decide if you’re a perfect match.

Be Curious

Ever texted with a potential partner for way too long before you realized they haven’t tried to learn anything about you? Relationships are two-way, and just like a match, prospects are wary at first. Draw them into conversation by following up an answer with a question like “Yes, the event will be held rain or shine. Which speaker are you most excited to see live?”

If you know what to look for, you can find marketing advice in the most unexpected places — like dating apps. There’s a lot to be learned by observing human interaction and socialization. Knowing what to look for and how to translate that to marketing can help generate new ideas and increase your impact.

Swipe right on our newest Master Class series, Creating Impactful Content for Social Media, to learn how to use these tips to drive action on your social platforms.?