Dating Pro digest: Zoosk’s experience shows emails can be profitable; The attractiveness of the photos has not been canceled; Swipe Night for connoisseurs of novelty on dating sites; Custom fun series from the Grindr team
Good morning, friends!
Dating industry news digest:
- Zoosk‘s experience shows emails can be profitable;
- The attractiveness of the photos has not been canceled;
- Swipe Night for connoisseurs of novelty on dating sites;
- Custom fun series from the Grindr team.
Zoosk‘s experience shows emails can be profitable
The international Zoosk app is aimed at the older generation, who still communicate on dating sites primarily through emails. Such a target audience provides an opportunity to monetize the correspondence by inserting ads in each message.
Considering the fact that users generate 4-5 million emails per day, the innovation has increased profits by 35%, which is 2% of total revenue. At first, there were technical difficulties: it was problematic to insert large graphic ads into a short message, and there were fears that such a format would scare away users.
In practice, it turned out that the correspondence was still active.
The attractiveness of the photos has not been canceled
Despite the variety of communication formats in dating apps, photography is still a powerful attraction.
According to a study carried out in the UK, the user’s photo is first paid attention to, only then the age, hobbies, occupation and other information are specified. The experiment involved 200,000 real users, heterosexual men and women, a prerequisite was a profile photo. Artificial intelligence, trained through research, regularly processed over 800,000 preferences.
Observations were carried out throughout the year, information about the participants is not subject to disclosure. The research results will help improve the quality of the recommendations.
Swipe Night for connoisseurs of novelty on dating sites
Tinder’s audience is quite young, it is quite natural that they are attracted by original innovative content.
The developers offer potential couples to experience virtual adventures together, the choice of which is constantly expanding. In order to improve the quality of the product, the authors of the novelty collaborate with popular action-packed reality shows and celebrities.
The Swipe Night option was launched in 2020, quarantine restrictions only contributed to its rise in popularity.
Custom fun series from the Grindr team
Grindr‘s “Bridesman” comedy series premiered at the Los Angeles Film Festival.
To cancel a friend’s wedding, the protagonist intends to seduce the groom. Despite the piquancy of the plot, viewers will not see frankly erotic scenes — the filmmakers promise.
The series can be viewed by users of the LGBTQ dating application, and it is also planned to launch it on a YouTube channel. Each episode is 10 minutes long so as not to tire the viewers.
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