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It’s not hard to see why Tinder would pursue this strategy: 50 million users who are very engaged

It's not hard to see why Tinder would pursue this strategy: 50 million users who are very engaged

The freemium model hinges on the concept where users can sign up and use the basic functionalities of the app for free, while the app generates revenue either via advertising or unlocking enhanced features for a fee. Without a barrier men seeking women near me to entry, freemium dating apps often wait to build scale, loyalty, and active users until they introduce paid features. They typically use a combination of both options.


In-app advertising is a way for the app to generate shared revenue with advertisers from clicks, views or transactions. Certain apps and the “swipe left or right” mechanism seems particularly suited for native advertising, ads that match the look and feel of the media format that they appear in.

In paign for Budweiser, where users viewed a Budweiser video within a few swipes. Users could “swipe left” to pass and “swipe right” to like the advertisements, data which was tracked by Tinder for Budweiser. However, a brand's approach to this audience must be strategic. For example, when movie Ex Machina was in its promotion phase, the film's main character “Ava” was introduced to Tinder users as a romantic prospect (in the movie, she's a robot). Many users who didn't catch on to her questions like “What makes you human?' often realized what was happening when Ava's admirers were directed to her Instagram profile, which promoted the movie. The campaign went viral.

In-App Purchases: Users Upgrade for Enhanced features

Though basic membership is free, users can pay for extra, enhanced features. As of , Tinder was the highest-grossing app on the app store among US consumers. In the same month, Tinder rolled out their Tinder Gold feature, which, for $4.99 a month, allows users to view others who have “liked” them already before they have to like them back.