Swiping Across Platforms
During the past year, we all have had to adapt to the changing world around us. From social injustice to the COVID-19 pandemic, our world is constantly changing. The changing environment also includes the way in which we find joy, communicate with each other, and pass the time. Throughout quarantine (and still to this day) two apps - TikTok and Tinder – were able to gain new audiences and increase their marketing presence.
Overnight, TikTok users rose to fame through viral content – some garnering over 100 million views on a single video. While the world was put on pause, TikTok kept moving forward. Now, TikTokers are on the cover of popular magazines, questioned by paparazzi, and are partnering up with large brands to help promote different products and services. In this blog, Hollywood Branded discusses how Tinder is capitalizing on the rise of TikTokers to help promote the service through their Brand Ambassador and Influencer Marketing program.
Tinder: The Platform and Its' Influencer Strategy
Initially released in 2012, Tinder is an online dating app where users are able to swipe to like and dislike other people’s profiles. Perhaps you have heard the phrase, “Swipe right.” Well, that started from users on the Tinder app who “swipe right” to show that they are interested in someone and want to get to know them better. However, that process involves a few more steps than that. The only way users are able to communicate is if both people “swipe right.” It then becomes a match and the two love-seekers are able to communicate.
As for their influencer marketing goals, Lauren Probyn, who is a Senior Marketing Director at Tinder, sat down with INFLUENCE for an interview to talk about their strategy when it comes to social media marketing.
When searching for an influencer, Lauren said “The key is to work with those who are equally excited to work with Tinder. To be a little cheesy, we truthfully must Super Like each other to be great partners. When vetting influencers, we’re always asking ourselves:
- Does their content match our brand identity?
- How well are they integrating paid posts into their content? Is it all simple #ad copy or do they also incorporate lifestyle content?
- How do their followers engage with their sponsored content? We don’t just look at the engagement at face value, we also look at the sentiment. Are followers reacting to the influencer content? Do they care?”
With all that in mind, Tinder has become focused on using TikTok stars to help promote their brand because some content creators (especially those like Tayler Holder, Noah Beck, and Nate Wyatt) tend to check all the boxes that Tinder is looking for. TikTokers are professionals when it comes to creating a video that seamlessly incorporates a brand’s message – while also getting organic engagement with their millions of followers. Not to mention that the celebrity TikTokers Tinder is going after are within their core age range demographic of 18-25.
TikToker #1: Tayler Holder
At only 25 years old, Tayler Holder is one of the most well-known TikTokers out there. He has over 20 million followers on TikTok and over 5.9 million followers on Instagram. Tayler’s content that he creates on both platforms is authentic and engaging. He has been able to steadily grow his following and reputation. His followers trust what he has to say – which is why he is a perfect fit for Tinder’s Brand Ambassador program.
Photo Credit: Tayler Holder Instagram
TikToker #2: Noah Beck
Noah Beck is a 21-year-old Sway House member who very quickly rose to fame this past year during the pandemic. Currently, Noah has over 33.8 million followers on TikTok and 9.1 million on Instagram. Before fame, Noah was a student-athlete at the University of Portland.
Currently, Noah dates Dixie D’Amelio (another incredibly famous TikToker). Even though Noah is in a relationship, Tinder has partnered up with him due to his age, follower demographic, and his authentic and honest content and lifestyle.
Photo Credit: Noah Beck Instagram
TikToker #3: Nate Wyatt
Nate Wyatt rounds out the trio of the male TikTokers that Tinder has partnered with. Nate, 25, rose to fame through Vine where he had over 100,000 followers before the app’s termination. However, Nate has had extensive growth since vine. He has 6.2 million followers on TikTok and 1.4 million on Instagram.
Even though Nate has a “small” following compared to Tayler and Noah, that does not mean that his content and followers are any less valid or authentic. Sometimes using a smaller influencer does wonders for a brand as their engagement tends to be more realistic.
Photo Credit: Nate Wyatt Instagram
The Power Of Influencers
The unique thing about influencers is that they are people just like us. Especially when it comes to talking about influencers who made a name for themselves on TikTok. Just over two years ago Noah Beck was just a normal student at the University of Portland playing soccer. Now, he has millions of followers, his own brand, and is one of the most powerful ambassadors a brand could have.
Tinder has benefitted from partnering with these three TikTokers because each of them has their own unique aesthetic and creations when it comes to helping promote the brand.
All brands should learn from Tinder and their marketing strategy. Influencer and Brand Ambassador marketing strategies can help a brand gain exposure, reach new audiences, and increase its credibility.
If you want to learn more about how Influencers and Brand Ambassadors can help your brand, check out other blogs written by our Hollywood Branded team!
- How Campuses & Ambassadors Can Help Your Brand
- 7 Ways To Work With Celebrity Influencers
- College Greek Life In Social Influencer Marketing
- Why Brands Can Benefit From Micro-Influencer Partnerships
- The Brand Partnership Powerhouses Of YouTube Influencer Couples
Still looking to learn more about social influencers and all they can accomplish for your brand? Be sure to download our social influencer guidebook below!
