Connect with us


One of Tinder's First Employees Explains 5 Marketing Musts as You Grow From Startup to Global Empire




As one of Tinder’s first employees, I’ve had the good fortune of watching the company evolve from a passion project to a global powerhouse.

Related: Use These 5 Steps to Create a Marketing Plan

Although initially the app spread across the country through word-of-mouth recommendations, our marketing strategy has evolved to incorporate thoughtful, intentional campaigns that engage users and spark conversations around the world. Based on my experiences at Tinder, here are five marketing constants that can help every brand be successful, no matter how big or small.

1. Build a strong brand.

This goes without saying, but before diving head first into your marketing efforts, be thoughtful about building a strong, unique brand. A strong brand name, mantra and logo will be the foundation for all of your company’s marketing.

To build a strong brand, be clear and concise about how you define yourself, how you want to position yourself in the market and what you want your company’s voice to be. Once you’ve created your brand identity, integrate it into everything that you do, from your online presence to your social media efforts. At Tinder, we set out with the mission to create new connections that can turn into real-life relationships, and all of our marketing efforts tie back to this mission.

Related: 4 Ways to Market Your Business for Free

The name Tinder came from the idea that we were creating a spark between two users. This idea inspired everything that went into our branding, including our recognizable flame logo.

Once you’ve created a recognizable brand, it’s time to make sure everyone knows about it. Don’t underestimate the value of good public relations! Building relationships with reporters is a great way to strengthen your brand identity and reach your target audience. Reach out to reporters who are covering your industry and keep them in the loop on interesting announcements from your company.

2. Find your audience.

When you’re first starting out, it can be difficult to get your company off the ground and garner your first customers.

When we launched Tinder, it took off almost overnight. Our initial marketing efforts were very lightweight. We attribute a lot of this initial success to the on-the-ground work our team was doing at universities and college campuses. We knew we wanted to target a millennial demographic, so we found social influencers in the space and then used word-of-mouth marketing to grow at that early stage. If you have memorable branding, an innovative product and directly connect with your audience, word-of-mouth marketing can do wonders.

Think creatively about the ways you can engage with your customer base, whether it be at hyperlocal events, guerilla marketing or through an ambassador program. To this day, Tinder runs a college ambassador program, so we can engage with our users, create good sentiment and cultivate positive brand advocacy.

Related: This 14-Year-Old Founder Explains How to Market to Teenagers on Social Media

3. Listen to your audience.

As we continued to see exponential user growth, we didn’t just rest on our laurels — we continued to iterate and market the platform based on user feedback.

Listening to our users and responding to their wants and needs from a product perspective has allowed us to continue growing our global user base. We frequently ask for feedback and listen to what they like and what they think could be improved. In fact, nearly all of the features Tinder has launched since the beginning has been a direct result of listening to our users. We also conduct regular social listening to hear what people are saying about the app and what is important to them.

Building a brand identity is vital, but understanding your brand’s image is just as important. You want to make sure that you’re targeting your users positively and effectively, and their perception of you is in line with your brand’s mission. Consider utilizing surveys and running focus groups to garner user feedback. Use this feedback as a pulse check to inform and improve your company’s offerings and marketing tactics.

Related: 10 Marketing Influencers That Every Entrepreneur Can Learn From

4. Exceed expectations through innovation.

Tinder introduced its app-based dating concept five years ago after identifying the need for a seamless, fun dating experience. Fast forward to today, and online and apps-based dating has become the way people meet. As we continued to see exponential growth, we continued innovating to evolve the platform to meet the needs and demands of our users. Everything we have done, from adding the Passport feature (which allows users to find connections in cities or countries where they’re going to move to or visit), to including more inclusive gender identities, to Tinder Reactions (which helps our users communicate in a fun way through visuals), we’ve continued to innovate to remain one of the most relevant and necessary products for people today.

Another valuable way for expanding your company’s reach is by innovating on the marketing side through brand partnerships and collaborative campaigns. Reach out to your network, like-minded entrepreneurs and interesting brands to see where it may make sense to do a joint campaign to expand your reach and raise your company’s profile.

Related: 10 Laws of Social Media Marketing

Earlier this year, Tinder partnered with and celebrated International Women’s Day to help raise money for important nonprofit programs. We gave our users the chance to donate part of Tinder’s charitable fund, and in the end, everyone wins because our users helped us make an impact.

5. Don’t forget about your personal brand.

Don’t forget about yourself or underestimate the impact you can make. Everyone from the founder and CEO, through to a more junior employee, is part of the company’s brand and story, so think about how you contribute to the fabric of your company’s marketing efforts. Whether you’re speaking at an industry event, are active on your social media channels or even speaking with a friend over dinner, remember that you represent your company’s brand and can play an important role in its storytelling.

A daily source of inspiration and information, fuels the spectrum of game-changers that define what it means to be an entrepreneur today. That includes business leaders who launched something from nothing, content creators in the social influencer space, athletes pushing the boundaries of performance, and internal thought leaders innovating inside major corporations. offers strategic insights and how-to guidance for the people that make things happen.



Unilever Turns Up the Heat on Facebook & Google Over Tech’s ‘Unintended Consequences’

Social Media Week





Unilever has issued a stern warning to digital platforms including Facebook, Google, and YouTube: do more to improve transparency and clean up the “swamp” of fake news, exploitative, and socially divisive content, or be cut off from its multi-billion dollar digital advertising budget.

CMO Keith Weed recently spoke at the Interactive Advertising Bureau’s annual leadership meeting held in Palm Desert, Calif. CNBC quotes him as saying, “We need to redefine what is responsible business in the digital age because for all of the good the tech companies are doing, there’s some unintended consequences that now need addressing.”

Two of the most important consequences being referred to include the threatening of safety of users, especially young children, and loss of trust by consumers and companies at large.

While it’s unlikely that Unilever will turn its back on the two largest digital platforms, Weed’s words matter because of the sheer amount of ad budget Unilever holds across its portfolio brands. MediaPost reports that in 2017, the company spent approximately $9.8 billion on marketing and advertising, a quarter of which went to digital.

Beyond the public denouncements, Unilever is also working with IBM to develop a blockchain with which the company can more effectively reduce ad fraud via a record of what media is purchased and how it is delivered.

A separate MediaPost article shares YouTube CEO Susan Wojcicki’s response to Weeds comments on Monday. In her own statement at Recode’s Code Media conference, she assured,
“We want to do the right set of things to build [Unilever’s] trust. They are building brands on YouTube, and we want to be sure that our brand is the right place to build their brand.”

Recent efforts we’ve seen in support of this include significant updates to its Creator Program policy. Further, in light of the recent Logan Paul controversy involving a video in which a suicide victim was filmed inside a Japanese forest, the company has suspended running ads on his channel, per Ad Age.

While brand safety is a concern on the minds of many marketers, Unilever’s public comments this week indicate that brands are viewing the issue with a much broader lens, and seriously questioning the role these platforms play in people’s everyday lives, beyond the world of advertising. In this important cultural moment, people are looking to brands and platforms to assume responsibility and be proactive to keep their spaces safe, trustworthy, and suitable for communities.

To further explore the overarching question of how technology, including digital platform giants, can be used to bring us closer together versus further apart, join us at SMWNYC April 24-27. Register today and save 20%.

Continue Reading


Facebook’s Next Step in Building Community: $10M in Grants

Social Media Week





Facebook has made several important announcements as of late the support its mission to create more “meaningful communities.” The latest? Investment in a newly announced Community Leadership program designed to support its community-building leaders through a variety of residency and fellowship opportunities that offer training, support, and funding.

Here’s how it will work: Facebook will name five “community leaders in residence” and provide up to $1 million each to fund their proposals, in addition to providing them with the opportunity to attend a customized leadership development training session.

Moreover, Facebook will select 100 individuals to join its fellowship program and receive up to $50,000 each for a “specific community initiative.” They’ll also participate in four in-person gatherings during which they will have the chance to meet and collaborate with other fellows.

Another key initiative in the works? Expanding Facebook’s “engineering team for community safety,” which is headquartered in London. In particular, the company hopes to double the number of employees focused on such efforts including detecting and stopping fake accounts, protecting people from harm (e.g harassment and scams), and making it easier to report content, by the end of 2018.

Further, Facebook outlined new tools for group admins, including page personalization options (e.g. color and the ability to pin announcements to the top of the page), the ability to create and share group rules; and more features to monitor Group Insights.

Outside of its Communities Summit, but along the theme of ensuring time on the platform is time well spent, the company also confirmed last week it was testing a downvote button that would allow users to provide feedback on comments in particular. The downvote button is being tested within a limited group of U.S. users for the time being.

This is not to be confused with a “dislike” button, but rather a more “lightweight way for people to provide a signal to Facebook that a comment is inappropriate, uncivil, or misleading”—this according to a Facebook spokesperson quoted in TechCrunch.

Here is what the button looks like in action:

Image via TechCrunch.

As the screenshot depicts, the user will have the ability to select whether the post was found to be “offensive,” “misleading,” or “off topic,” the choices aimed to help guide Facebook’s course of action with respect to the particular piece of feedback.

Forbes adds that, the downvote option in its test mode only applies to public posts as opposed to Group posts or the Pages of public figures. It also doesn’t affect the ranking of the post and the number of downvotes a post gets won’t be publicly shared.

These initiatives by Facebook to reverse some of the negative perceptions of its role in society come at a critical time as brands and citizens alike are putting more and more pressure on the world’s leading tech platforms to course-correct their products for the safety of their users. Just this week, Unilever threatened to yank ad dollars from Facebook and Google due to the company’s growing dissatisfaction with their overall impact on society.

“We cannot have an environment where our consumers don’t trust what they see online,” stated Unilever CMO, Keith Weed, to the BBC.

Learn about Facebook’s increasingly complex role in society by joining SMWNYC April 24-27. The conference will offer multiple sessions designed to explore where brands and platforms fit into tech’s future in our world. Register today to secure your pass.

Continue Reading


5 Ways Cryptocurrency Can Help Entrepreneurs in 2018




Cryptocurrency has revolutionized the way we transact value, invest our savings and raise capital with its decentralised digital cash system. Blockchain technology is a once-in-a-lifetime invention; never before in history have we been presented with such a breakthrough in financial technology. In 2018, entrepreneurs are well positioned to become early adopters of blockchain technology.

1. Raising capital

Cryptocurrency has disrupted the way early stage companies raise capital. With initial coin offerings, startups around the world can raise money quickly and cheaply from a wide pool of global investors. The valuation of a company is almost immediately reflected by the market, a process that has traditionally been challenging for early stage businesses. Shares are issued as tokens and tradable almost immediately, bringing large amounts of liquidity to the company.

Related: IPOs Are Boring But You Must Keep an Eye on These 9 Initial Coin Offerings

This new approach to raising capital has changed the world and enabled the best technical talent to build their companies at high speed. In 2014, a teenager from Canada called Vitalik Buterin raised money for his startup, Ethereum, through an initial coin offering. He wanted to improve on Bitcoin’s blockchain and create a platform for people to build unstoppable applications. With just a whitepaper and a vision, he was able to successfully raise $18 million for his new blockchain, which was valued at over $100 billion as of January 2018.

2. Transacting value

Cryptocurrency enables us to transact value between peers without a centralized authority. It provides a cheaper, faster and more efficient alternative to traditional payment networks. As a company, accepting cryptocurrency payments is becoming increasingly efficient, saving on fees and bringing faster settlement. Soon, startups will no longer need to go through the long process of setting up a business bank account to receive and distribute funds. In 2014, became the first retailer to accept bitcoin, receiving over 800 orders worth $126,000 in bitcoin in the first 22 hours. It has since amassed a $403,000 portfolio of cryptocurrency.

Related: 5 Essential Podcasts for Entrepreneurs Serious About Cryptocurrency

3. Investing for the future

For entrepreneurs, cryptocurrency may be the investment opportunity of a lifetime. Never before in history have retail investors had investment access to high growth early stage companies. Traditionally, venture capital funds and private angel investors have held monopolies on access to investment in the world’s best technical talent. Cryptocurrency provides a gateway for anyone in the world to invest in the world’s most exciting technology, allowing retail investors to own a basket of high growth companies. For example, through the decentralized method of blockchain investment, teenager Erik Finnman was able to invest in Bitcoin in 2011, becoming a Bitcoin millionaire at age 18. These types of investment stories would not be possible with traditional private venture capital fundraising.

Related: Why You Can’t Afford to Ignore Cryptocurrencies and Blockchain Anymore

4. Developing on the blockchain

The blockchain offers powerful infrastructure for companies to run their technology and create entirely new business models in a trusted way without a centralized authority. Blockchain technology is already revolutionizing the way startups create value. The Ethereum platform allows companies to build unstoppable blockchain applications quickly and for free. One example of a company leveraging the Ethereum blockchain is OmiseGO, a payments company that is using blockchain to provide banking services for the world’s 2 billion unbanked population. Blockchain technology is a cost-efficient way of building decentralized applications that can scale to a global population.

Related: 6 Cryptocurrencies You Should Know About (and None of Them Are Bitcoin)

5. Joining the blockchain community

The blockchain community offers access to some of the world’s best entrepreneurs, who are actively investing, advising and building upon the blockchain. Telegram, Facebook, WeChat, Slack and WhatsApp groups have proved popular in building communities of decentralized blockchain investors who can communicate with each other on a daily basis. Many large investments in early stage technology companies can be coordinated within minutes, a process that would traditionally take months in traditional venture capital. For example, in 2017, Brave’s Basic Attention Token sale sold out of its $35 million offering within 30 seconds. The blockchain community offers a strong sense of purpose with all members committed to a common goal of advancing blockchain technology to global adoption.

Related: How Digital Wallets and Mobile Payments Are Evolving and What It Means for You

Cryptocurrency provides a platform for entrepreneurs to raise capital quickly, cheaply and efficiently. Entrepreneurs can transact value through the blockchain at high speed with limited setup costs and invest in high growth technology companies at an early stage. Platforms like Ethereum allow entrepreneurs to build decentralized applications to a global audience for free. The blockchain community offers access to some of the top entrepreneurs, engineers and investors in the world and in 2018, cryptocurrency will continue to provide a viable means for entrepreneurs to create value in the world.

Continue Reading


7 Ways to Get Recruiters and Job Offers to Come to You




“You are your own brand, and you need to build that brand and promote it as much as possible. It is important that you start building your brand online, because this is where employers are going to be looking for potential employees,” suggests Dima Midon, an expert from TrafficBox. Use all of the online tools at your disposal, particularly LinkedIn, which is a professional network that allows you to really promote yourself as a professional, and someone who is an expert in your field. This is a great tool for job seekers. Make sure that you keep your profile up to date, especially when it comes to contact information, so when an employer searches you, they will be able to contact you if they are interested in learning more.

Continue Reading