The Tinder Growth Story: How Focusing on a Specific Market and Constant Innovation Led to Global Success
Tinder's Unique Early Growth Challenge
Tinder, the popular dating app, faced a unique challenge when it came to gaining early adopters. As a dating app, users were only interested in finding dating prospects who were relatively close by. To overcome this challenge, the Tinder Growth team decided to focus on college fraternities and sororities as their initial target market.
These groups were tightly networked with one another, which would speed up word of mouth, and their members were also social influencers, making them appealing to early adopters who could help establish the brand as the go-to place for hot dating prospects.
Leveraging Social Networks for Rapid User Acquisition
Whitney Wolfe, an earlier Tinder Growth team member who then founded another similar app Bumble, visited college campuses and made presentations to sororities, getting members onboard and receiving instant feedback f…
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