What is Tinder and how to increase “conversion”?

What is Tinder, and why did we write about it in the first place?

Tinder is incredibly popular and comes with extreme emotions – some people use it, others ridicule it, and others observe it closely. Regardless of one’s views, representatives of each of these groups eagerly reach for arguments to support their opinions. Even if someone has never experienced this world from the inside, they often have a formed idea based on hearsay or at least feel a degree of interest.

Why did we take on such a task in the first place? Tinder is demonized and mockingly referred to as Disneyland for adults or, more seriously, categorized as a synonym for moral decay. However, it’s better than it’s painted. Daily, we talk about optimizing Google Ads campaigns and positioning. On Valentine’s Day, we decided to look at a different environment – Tinder. For the purposes of the article, we treated dates as conversions and all activity on Tinder as a classic advertising campaign. 🙂

Together, we have prepared for you an extensive publication that delves into the intricacies of this app. You will find a description of the technical aspects that drive the entire mechanism, as well as a handful of tips and inspiration. As a dessert, we have included the subjective opinions of our employees with internet marketing experience. We offer the whole thing to you just in time for Valentine’s Day because it’s hard to imagine a better time. We added the term “conversion” to add a bit of marketing flair. After all, what could be a conversion on Tinder if not a date?

Meanwhile, we wish you a successful read and at least as much fun as we had while writing this article.

What is Tinder?

Tinder was born in a startup incubator in 2012. Initially, it was targeted towards American university students. As time passed, its reach began to increase until it eventually encompassed the entire globe. The application was adapted to the needs of the consumerist era and was meant to offer quick, local dating.

After launching the app, you must specify your location and surrounding area. The furthest point in this area can be up to 160 kilometers away from you. Then, you select the age range of your potential partners. Based on these criteria, users who meet them will appear. Most of the available space is filled with pictures of individual people. If you want to learn more about someone, you can check their description. Based on this information, you decide whether you wish to make contact or not. Swiping a profile to the right means approval while swiping to the left means disinterest. If the other person likes your profile, you become a match (at least within the app) and can start a conversation.

According to statistics, Tinder has over 75 million users worldwide. Last year, the creators earned $1.2 billion, largely thanks to the nearly 6 million subscribers.

There is currently a lack of up-to-date analysis regarding the app’s users in Poland. The last report we found was from April 2017 and was conducted by IRCenter on a representative sample of 2100 Polish internet users. The study showed that 3.2% of Polish internet users were using Tinder at the time. The largest group was men aged 18-24 from large and medium-sized cities. Interestingly, only 58% of respondents declared that they were currently single.

What distinguishes Tinder from other dating apps?

Moving interpersonal relationships to the virtual space is not a result of the proliferation of social media. Online dating is as old as the internet itself. People were looking for partners online long before Tinder was created. So why has this app gained such popularity?

Some wonder why people find it easier to connect online than face-to-face. Hundreds of answers can be found under any political news shared by any news portal. There is nothing complicated about expressing your views or even discriminating against strangers when sitting far away in a closed apartment. Confrontation requires more courage. The same goes for dating. You can list many potential faux pas that make you want to sink into the ground. On the internet, you are rarely exposed to anything worse than a broken discussion and lack of response from the other party.

Tinder’s creators were able to create an attractive image around their idea. The app’s image simply fits well with modern realities. People try to limit the number of unnecessary commitments, primarily online, where only strangers are around. The rules of the game on Tinder are simple. Everyone just wants a good time, and mutual demands at the early stages of acquaintance are not welcome. As a result, being present on the app has become natural for many young people. By design, registration doesn’t mean anything more than having an account on Facebook or Instagram. These factors have made the app popular among the youngest audience (don’t worry, everyone is over 18), and they often decide what is cool and what causes shivers of shame. As a result, the dating project has become more closely linked to lifestyle than the competition.

Tinder’s huge advantage is its very intuitive mechanism for matching partners. Swipe right if you like someone. Swipe left if you don’t. Does the other person reciprocate your approval? Great, you can start talking to each other. This rule quickly became iconic. The word “swipe” is unequivocally associated with Tinder, and the phrase “swipe right” is even recognized by people who have never used the app.

Interestingly, you don’t have to go through this initial test in many other dating services. You can communicate almost without limitations. So why does Tinder generate more interest? It turns out that “swiping” can be exciting. The process of judging and waiting for the other party’s verdict creates an addictive thrill of emotions. This mechanism can generate similar feelings to video games or gambling.

Registration

Initially, Tinder was only available on smartphones and tablets, but it eventually made its way to desktop devices. In the case of the mobile version, go to Google Play or the App Store and download the application. If you are using a computer, visit their website.

Registration can be done in two ways. If you don’t mind, use your Facebook profile to authorize. Don’t worry Tinder won’t post content on your wall. Also, remember to enter your phone number in the settings used for verification.

Of course, you don’t have to share your Facebook profile. Then, you start registration by providing your phone number. Then you will be asked for your name, gender, and date of birth. You can skip the remaining windows and come back to them later.

How to set up a profile?

If you already have the app installed, you can start configuring your profile. First, go to settings and determine the maximum distance between you and potential partners and the age range of people in the pool.

Many users forego adding a description and only post one or two photos. If you don’t make an effort to write a few words about yourself, you can’t expect much. Sometimes, minimal effort is enough to stand out and meet interesting people.

The photograph is the foundation of your profile and is responsible for the first impression you make on other users. Add a few photos that include your face and whole body. It is also a good idea to showcase hobbies or travel memories. A selfie taken from your hand can weaken the final effect, so it’s worth asking friends for support. The best solution would be to hire a professional session with a local photographer. You will find many such offers on social media; the cost should be at most 300 PLN. Also, avoid posting pictures of cigarettes, alcohol, or people of the opposite sex.

When editing the description, you must decide how much you want to reveal to strangers. Be sure to ask a question or call for action. It is a great starting point for starting a conversation. Then starting a discussion becomes more natural. The style of the description can take any form. Users often decide to list their passions and various characteristics. This makes it easy for people with similar interests to choose a conversation topic. It’s also a good idea to create a short but concise description with a humorous tone. It immediately defines you as a likable and open person with whom you can spend a pleasant time. It’s worth noting that there’s no point in exaggerating the description, as it’s easy to get caught.

On Tinder, you can also share your profile on Instagram and Spotify. To do this, provide a link in the settings.

How does the Tinder algorithm work?

Although love is at stake, Tinder is just a soulless app that must sort users based on objective factors. Thanks to this, the whole mechanism works like a Swiss watch. What do you need to know about the algorithm?

The foundation of our knowledge is explicit information gathered on the application’s official blog. In addition, we will share our observations. The most intricate element of the algorithm is the so-called ELO score, which can also be referred to as a popularity ranking. Its task is to evaluate users based on interactions in which they are passive or active participants. The components of the ELO score can be found in the graphic below. The sum of the points earned determines the attractiveness level of the user being studied. Consequently, the votes of higher-ranked users carry more weight.

Interestingly, the ELO score indicator played a leading role in the past. Over time, its significance has been reduced. Thus, the most essential factor became the frequency of using the application. It is a form of a linked transaction. A user who spends a lot of time in the app favors the interests of the creators, who can reciprocate by increasing possibilities. Additionally, the algorithm takes into account the distance from the interlocutor. The smaller the distance, the greater the chance of a meeting and the creators are interested in achieving the highest possible number of interactions.

It is also worth adding that the algorithm does not consider factors such as hair color, skin color, income, etc. Tinder strives to promote equality on many levels. Evidence of these actions is research indicating that the number of interracial marriages has increased since the dating app became more popular.

How to increase conversion on Tinder?

Spend as much time on the app as possible and be active. The algorithm rewards engaged users who send many messages. Therefore, moving the conversation to another messaging app may harm you, as Tinder will be unused.

Add new photos. Of course, professional images that showcase your enthusiasm and self-confidence will work best.

Test different types of descriptions. If you’re discussing your interests, switch to something more humorous and engaging.

Another way to bypass the algorithm is to use so-called “super likes.” They are used to distinguish the person who most caught your fancy on that particular day. The user on the other end sees that you liked them using a superlike. Free users can use this feature once a day.

Is it worth investing in a Premium account? (Tinder Plus, Tinder Gold)

Currently, the app’s creators offer two packages that provide access to additional features. The range of possibilities looks as follows:

Tinder Plus

• Unlimited likes (in the free version, you can “swipe” a limited number of profiles)
• Ability to undo the last choice
• 5 Super Likes per day
• 1 Boost per month (for 30 minutes, your profile is shown to all users in the area)
• Passport feature (allows communication with users anywhere in the world)
• No ads

Tinder Gold

All features included in Tinder Plus

• Ability to see who liked your profile before you come across them while browsing the database
• New Top Picks every day (the algorithm suggests profiles that have the highest chance of matching your preferences)

In addition to the above packages, you can also purchase individual “boosts,” which are features that allow you to display your profile to all users in the area. Depending on the number of “boosts,” prices range from 19 to 27.99 Polish złoty. Alright, but is it worth it?

The answer to this question depends on your expectations for the application. If you only register out of curiosity or just want to kill time, purchasing premium access would be a waste of money, at least at this stage. Check if it’s the right place for you, and get to know all the possibilities. If your curiosity doesn’t wane and your appetite grows even more potent, then only then should you reach for your credit card.

Many people, however, enter this world with clear goals in mind. Some are looking for a spouse. Others, on the contrary, are inconsistent in their emotions and know they will spend a lot of time in the app. In both cases, the range of features available in the free version may be insufficient. Many people cannot imagine using the free version even for their comfort, limited by ads and a reduced range of possibilities.

To purchase an extended package, you need to go to the app’s settings and then click on the selected package in the upper part. It’s worth knowing that the price differs depending on your age. Fees for people over 30 years old are twice as high. The costs are as follows:

Tinder Plus Month 6 months 12 months

25 years old 17.99 zł 64.99 zł 104.99 zł

35 years old 34.99 zł 139.99 zł 184.99 zł

Tinder Gold Month 6 months 12 months

25 years old 59.99 zł 214.99 zł 339.99 zł

35 years old 122.99 zł 459.99 zł 599.99 zł

Is Tinder a good place for business activities?

Tinder is an unconventional tool for conducting marketing campaigns. Such an initiative would require an analysis of the target audience and a well-thought-out strategy. Nevertheless, if you are interested in promoting locally, nothing stands in the way. The dating app can be successfully used to advertise various service points, such as a hair salon, beauty salon, or restaurant. Gastronomic venues can create a special offer for application users, who often arrange lunch or coffee during meetings.

Tinder has also been proven to help conduct social campaigns. Amnesty International Australia took advantage of this opportunity and drew attention to the problem of women being forced into marriage. The Polish company TBWA was looking for employees through the dating app, while an American animal rights association was looking for new owners for shelter dogs.

It is also worth mentioning the promotion of events. Nergal used Tinder to inform women in Poznań that his concert was coming to their city. In other words, the described app has significant potential for local advertising campaigns.

Verseo the myths about Tinder – the app from the perspective of employees

Can you build lasting relationships here?

Can you meet your other half differently than through Tinder as a single person? Many people give a positive answer. However, the fact remains that more and more people register on Tinder after a breakup. You don’t have to leave your home. You can add a few fantastic photos and a short description of yourself while sitting in your pajamas. Then you choose from hundreds of people who, like you, are looking for a partner. In the end, you only need to decide if the person meets your expectations or not.

Therefore, it can be said that Tinder is an application that responds to the expectations and possibilities of modern people who live at high speed from morning to night. After all, there is often not enough time to go to a party or traditionally meet someone. As a result, many people speak positively about the application and add that it was their only chance to meet their other half.

Flattening of interpersonal relationships and valuation based on appearance

In this case, arguments can be found both confirming and denying the above thesis. When you cross the threshold of Tinder, you must be aware that each user may have created an account for different reasons. Among them, you will find people looking for a so-called “one-night stand” and bored individuals who simply want to kill time and pretend to be someone they are not. Due to such easy access to the application, we often encounter a lack of respect from the other side. First, you will be judged based on your photo. Later, you may experience a fake account and become part of someone’s game. Be prepared for users who will start a conversation with the question: “Do you like triangles?” It won’t be a joke but an introduction to a serious proposal. Outside the internet, it is rather challenging to find such behaviors. Establishing a relationship becomes very easy. Therefore, many people have no qualms about canceling meetings at the last minute or deleting a match for no reason.

If people who want to get to know each other and mutually respect their time end up on Tinder, on the contrary, the relationship can quickly deepen. With some experience in relationships and a limited amount of time for social life, we have a chance to meet a person who will play “open cards.” In such a situation, we can directly express our expectations to the other person, talk about a difficult life situation, or mention our imperfections. Such an honest approach contributes to building healthy relationships.

The problem of valuation based on appearance is directly related to the purpose for which a person creates a profile on Tinder. Whether it is a desire to meet a person ready for casual sex or love for a lifetime, physical attraction cannot be avoided. When we meet someone in a bar, library, or park, do we wonder what this person does in life, whether they have children or whether they are lonely? No, at first contact, we pay attention to appearance. Then we start a conversation from which personality traits emerge.

False profile plague

Tinder is a social application, so the presence of fake accounts should not surprise anyone. Some profiles are created for testing purposes. Many people try to investigate the rules of the algorithm and the repetitive behaviors of people. Additionally, they check which people have the best chance of finding a partner. Sometimes they document their actions on YouTube. Some Instagram users have multiple profiles on Tinder to increase their chances of gaining new followers. Other fake accounts are created for fun. The scale of this phenomenon is quite significant, but the problem itself is not so troublesome. In most cases, one can quickly recognize the insincere intentions of the interlocutor. However, if you get tricked but do not go too far in the conversation, there is nothing to worry about other than wasting your time.

Dangerous strangers

Almost everyone was taught by their parents not to talk to strangers or go anywhere with them when they were children. The same rules applied to the internet and our first chat conversations – for years, we were taught not to give too much information about ourselves to strangers, especially our home address. However, it turns out that the era of mobile applications for making acquaintances erased all these warnings from our heads, and we meet completely unknown people enthusiastically. We tend to think that if we exchange a few messages with someone, we are already friends, and our interlocutor is no longer anonymous. We often build a false sense of security in contact with new people. Unfortunately, such a decrease in vigilance has effects not only in the form of an increase in the number of crimes committed on dates but also exposes our psyche to many difficult experiences (seriously – if you suffer from low self-esteem or anxiety disorders, it is better to give up internet conquests!).

Let’s take a closer look at the main dangers that await us during Tinder conquests:

1. Fake identity – “you never know who is on the other side of the cable,” as a certain social campaign said many years ago. Unfortunately, there is a lot of truth in this. Although to activate an account on Tinder, user verification is required through an SMS code, other data can already be provided arbitrarily. It means that you never really know who you are actually meeting, so in case of need (e.g., reporting a wallet theft on a date), you may never find that person again.
2. Ringed admirers – every fifth Tinder user declare they are in a committed relationship (sometimes even married) and looking for adventures on the portal. If both parties agree, there is no problem, but rarely do seekers of adventures openly admit to their marital status. Facebook can help us; it is worth checking what our new contact has published on their account (and whether they are not photos of a happy group of children).
3. Ghosting – sudden disappearance without a word of explanation. It is a situation where your perfect match suddenly stops responding or deletes you from their contacts list. You don’t know why or what happened – you can only guess. This phenomenon is widespread, and many users find it highly unpleasant – so before creating an account, think about how well you can handle rejection.
4. Free psychotherapy – as is commonly known, access to therapists can be costly and highly limited, so many people treat meeting a new person for lunch or a drink as an opportunity for free therapy. They flood an unsuspecting interlocutor with emotional garbage, treating them as a free listener and demanding full sympathy and agreement.
5. MLM group members – you come on a date, and it turns out that you are actually being recruited into one of the multi-level marketing groups. The interlocutor has appropriate forms with them and recites the benefits of building personal sales structures for their excellent supplements or cosmetics from memory. You should quickly escape from such a meeting, as this business shark will not let go.
6. Stalkers and perverts are among the worst dangers of online dating. While unsolicited pictures of someone’s genitals can simply be ignored, the situation becomes complicated when the meeting has already occurred and we are being followed and harassed with repeated phone calls. It is never known when such obsessive fascination will turn into attacks of aggression or a literal assault – and our services still treat stalking reports as “fabrication”.
7. Theft and scams – what can invite strangers to your home, especially late at night, end up in? It turns out that with the popularity of Tinder, the number of home thefts has also increased; the dater allegedly goes to the bathroom, but instead of reaching it, he steals several valuables, a wallet, laptop and disappears. The second issue is scamming for free meals, dinners, and trips to the cinema. Some have even specialized in disappearing at strategic moments of the date when it’s time to pay. You too, may encounter the unpleasantness of sponsoring someone else’s entertainment.
8. Sexual violence – unfortunately, many still believe that agreeing to meet someone is synonymous with consenting to sex. Since the psychological wounds from experiencing sexual violence heal for many years (sometimes never), arrange to meet strangers in public places, at least until you get to know each other better.

As you can see, looking for love or thrills in the world of dating apps takes work. Before undertaking this effort, it is worth asking ourselves whether we can endure a hefty dose of indecent proposals, constant phone notifications, and frequent rejection. If you take other people’s opinions strongly to heart and analyze what you could have said or done differently long after the conversation, this is not a game for you. Some say that we live in instant times, and our relationships are also like this. If you don’t see anything wrong with that – welcome to Tinder.

Users who waste your time by chance

The Tinderelli Syndrome – people who create a Tinder account but, like Cinderella, run away from meetings, just like leaving the ball at midnight. For them, Tinder is just a way to kill boredom. In this case, instead of a glass slipper, there is often only disgust and a recurring question: “What am I doing wrong?” Although by creating an account, you don’t sign a statement that you will meet with everyone who swipes right on your profile, on the other hand, I know that there are people who take this app quite seriously. If they are ‘lucky’ enough to come across a few of these people, their ego may suffer, and they may think that something is wrong with them since pairing ends with even a few days of exchanging messages.

Among the users who avoid meetings are also people who are in committed relationships and marriages and just need to feel like they did at the beginning of their relationships. In such situations, they expect attention from others, which they begin to lack in everyday life. However, it is worth noting that there is no talk of infidelity here (although the mere act of creating a Tinder account while having a steady partner is sometimes perceived as such by some people). The described individuals do not plan to meet because they often do not want to risk losing their anonymity. Their faces are usually not visible in the photos as well.

Collectors of followers – these are people who include a link to their Instagram profile in their Tinder profile and then try to gain new followers among users.

Attention seekers – they are aware of their attractiveness and increase their self-esteem with a sizable collection of matches and also crave compliments during conversations. This attitude results in significant popularity among users from the same town. In a conversation with a friend, you can hear, “I know them/ I also talked to them”.

Tinder and Atavisms

Controversies surrounding Tinder stem from the fact that it primarily tests our self-image and who we are in reality.

On the one hand, we want to be refined, have different interests, and express ourselves in a possible flowery yet communicative manner. We also want to smell good, look good, and be treated seriously despite having no obligations by which someone could judge us.

On the other hand, we are animals. We need food, shelter, sex, and – because we are overstimulated – a particular form of escape.

We are, therefore, simple, but our techniques for finding partners, even those unconscious, are complicated. However, Tinder prefers speed. You have a moment to interest the opposite sex. If there is a conversation, you cannot bore them, etc.

Since it is fast, all the self-image ideas must be condensed. Therefore, there are often absurd descriptions that, like a lens, show how simple and alike we are – despite our desperate attempts to be otherwise and present ourselves as widely as possible. Instead of creating a graceful summary, we often create caricatures.

What do we know, thanks to Tinder?

Height

We all exaggerate our height. Men do it more often and on a larger scale. Tinder is not immune to this. We naturally associate tall size with dominance, power, and as one factor determining success. Taller people inspire more trust and seem more predictable to us. Innocently adding a few centimeters to our height may go unnoticed. Still, it makes a difference during the selection process, especially if we are on the border of two height categories. If a man is 177 cm, he will quickly enter 180 cm, changing his perspective instantly.

Women only exaggerate their height to a certain point. There are very few men who would feel comfortable with a taller partner.

Desirable traits

Many anthropologists studying the development of societies in the so-called “Western culture” have noticed a shift in desirable traits among genders.

In pre-war Warsaw, men in matrimonial ads mainly emphasized their financial status and generally organized lifestyle. Good job, apartment in a tenement building, and small or unspecified expectations of their partner. Additionally, they paid attention to stereotypically male traits such as strength, assertiveness, and leadership.

And indeed, these were traits that women were generally seeking.

However, nowadays, women are increasingly economically independent and statistically better educated. Therefore, they are looking for partners, not stereotypical alpha males who will lead their lives in a direction only they know. Studies have shown that soft traits like nurturing, warmth, friendliness, and predictability are increasingly valued in men.

However, the same studies have shown that men are only just beginning to adjust their ads to this “trend” and are weakly responding to these changes.

At the same time, most men declare on Tinder a desire for a stable and long-lasting relationship. Subconsciously, they know that most women are not looking for a one-night stand there. It has basically stayed the same for hundreds of years. Why is this happening?

The theory of parental investment explains everything. It assumes that the sex that invests more in raising offspring will statistically be more interested in stability. It is easy to indicate who “risks” more among humans. Nine months of pregnancy, postpartum, breastfeeding. A woman must carefully choose a partner who will be present and support her during this time. In the past, this directly determined the survival of offspring, and natural selection also worked this way. Children who had the support of both parents were more likely to survive. Characteristics and behaviors that supported the transmission of genes were transmitted. Today we navigate according to the same pattern. In fact, it has only been about 70 years since we have not suffered from universal scarcity, hunger, or disease.

However, I am aware that what I am writing may be becoming less relevant to the picture of social behavior, as sex is increasingly separated from the desire to have offspring and generally to be in a stable relationship. Pleasure without significant obligations counts.

However, this does not change the fact that navigating through atavisms makes it EASIER for us to engage in desirable interactions on Tinder.

Work

Well-paid work or creating prospects for having such work in the future is still one of the leading “ranking factors” for women. The stereotypical lawyer is slowly becoming obsolete, being replaced by an IT guy who not only earns money but also does not see the world outside the computer. Generally, the better the perceived profession, the higher the “conversion rate.” Men, on the other hand, completely ignore what the Tinder user does for a living.

Increasingly, you can come across “CEOs” or “presidents” who actually run a one-person business but create the illusion of Silicon Valley around themselves. After all, who wouldn’t want to be an entrepreneur? :))))))))

Photos

Photos should attract attention and only be treated as such. Usually, a hard landing awaits us face-to-face. On Tinder, we can see the whole range of what we might “like.” Starting with the genes for blond or red hair (a recessive trait in our geographic location and therefore sought after), to breasts or a strongly defined jaw with a soft beard and a smile.

Expectations vs. Reality

In the perception of men, Tinder is “hehe, the app for hookups.” Again, for women, it is a place where you can find a solid partner after filtering out the freaks, nerds, and losers.

This is where all the controversy around this tool comes from. It connects many worlds and people with whom we would never have interacted. This ease is its strength but also its curse. Is Tinder responsible for the shallowness of human relationships? No – it always depends on us. Tinder is just another platform for communication, and we shouldn’t be afraid of it.