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Dating App Algorithms: Optimizing Search for Love

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Dating App Algorithms: Optimizing Search for Love

With nearly 8 billion people in the world, it’s safe to say there’s at least one person out there with whom everyone reading this would have a happy, healthy relationship. Now, that person isn’t the same for all of us—of course, and thankfully! And, depending on how you feel about soulmates, there might not be “the one” at all, rather potentially dozens or more people with whom you’d have a fulfilling relationship if only your paths crossed.

But back to that number—8 billion (8,000,000,000). That is a nine-zero situation that we don’t see spelled out very often. And all those zeros make for a lot of potential relationship heroes to consider.

But we don’t start by considering all 8 billion; we hone in on those folks who seem most likely to be a good match. We start with basic criteria—like age, location, gender and gender preference—and continue refining our options from there.

And if you’re doing your searching and sorting at least in part through ‘the apps’, which the numbers show many of you are, dating app algorithms are instrumental in helping you find someone special.

Table of Contents

 

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Source: https://www.statista.com/chart/24404/most-popular-dating-apps-us/

Algorithms are sets of instructions or rules that help complete a process as those rules intend. No matter how simple or complex the algorithm, or how much or how little data it has to digest to function properly, the basics of how it works are the same.

Algorithms are designed as tools to help in sorting, digesting, and delivering relevant information; it is people who determine the goals the algorithm will help achieve. And despite algorithms in the digital space being regularly eyed with suspicion by many, they are truly intended to improve our search results.

While all dating apps share a foundational commonality—helping foster connections—they also differ in some key ways that might influence their current and future goals. Let’s do some background research on a few of the most popular dating apps to see what we dig up.

 

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If you’ve tried more than one dating app, or are weighing your options, you may find yourself wondering the same thing you wonder when looking for a partner: “Are they really all the same?” This is where it’s important to again consider the goals of that particular platform. Many have the same overarching goal—to connect people to other people they’ll like—but what kind of connections is each best suited for, and why?

You can tell a lot about a dating app by the first impression it makes with its name and slogan; both can provide some level of insight into what the goals of that dating platform are, which helps make sense of what the goals of the algorithm would be.

Remember that “matching” is largely what search functions as a whole are designed for, whether it’s matching searchers with the right information, right services, right answers, or Ms. or Mr. Right.

Let’s do some classic internet detective work to see what we can learn about a few popular apps, diving deepest into Tinder…
 

Tinder Algorithm

Pie chart for US dating app market share in 2021 withTinder, Bumble, and Plenty of Fish in top 3

Source: https://www.businessofapps.com/data/dating-app-market/

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Tinder is among the most popular dating apps thanks largely to its large user base, ease-of-use, and becoming a bit of a household name over the past few years. For many folks, Tinder is synonymous with dating apps the way Band-Aid is synonymous with adhesive bandages. In fact, recent data shared by Statista found that brand awareness of Tinder in the US is 84%, and that 37% of all US dating service users are on the platform.

As we know, the first step in understanding an algorithm is determining its goals. Let’s see what we can learn about who Tinder is, and what their goals, purpose and promise are, straight from the source—Tinder.com.

  • Tinder is the most popular free dating app in the world, and has made more than 55 billion matches to date. They boast millions of single users, and considers themselves “the most diverse dating app”
  •  

  • In your Discovery Settings on Tinder, you can set your sexual orientation, and the age and distance-from-you for the profiles you’ll see on the platform. They use location-based technology to connect you with relevant profiles based on those selections (Source: Tinder FAQs)
  •  

  • Tinder can also be used to foster non-romantic connections, including helping college students make friends at school through TinderU
  •  

  • Tinder believes “everyone deserves the right to be seen and make the first move,” and doesn’t filter by race, religion, education, or height
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  • Tinder isn’t only for those looking for ‘the one’ — ”Some sites, like Hinge and eharmony, are designed for long-term relationships, but on the Tinder app, we’re all about the experience and offer possibilities for whatever it is you’re looking for.”
  •  

  • If you want your answers to specific questions to help you in finding users with similar replies, you can enable the Tinder Vibes feature. You can also add Passions (or Interests) to your profile.
  •  

  • Tinder can also help you in finding more matches by notifying you when a Swipe Surge is underway—a period of high activity on the platform. Once you’ve joined, you can narrow your options by selecting from different categories that let other users know what you’re looking for on Tinder (ie. casual chats, nightlife, etc.)
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  • Tinder is open to evolving to keep up with the changing wants and needs of its users. After all, those who started on the platform in their early twenties may have very different goals in their early thirties, and no platform wants to lose its most loyal users. As recently as December 2022, Tinder added a Relationship Goals feature

 
Now that we’ve unpacked what Tinder is to help in understanding the why behind their algorithm goals, let’s dive deeper into what they’ve shared about how their algorithm works, which bears a lot of similarity to social media platform algorithms.
 

Engagement is a primary factor

Just like the Instagram algorithm better understands what you want to see more of based on your in-app engagement, Tinder can provide you with better potential matches the more you use the app. This includes using “anonymized cues” from photos in tailoring future recommendations, serving up profiles with photos similar to those a user has liked before. Nopes are also considered.

Because there are two people in this equation, the algorithm is working similarly on the flipside, showing your profile to users who have liked other profiles with photos similar to yours. If you start noticing similarities in the profiles you’re shown most often—like all your matches have profiles featuring concert photos or camping photos—your swipe history has likely influenced your results.

But on Tinder, it’s not just measuring your engagement metrics to determine your top interests; they also want to make sure you’re still actively looking. Tinder wants all their users to have an optimal user experience, which is facilitated in part by prioritizing active members.

Translating this to the ecommerce space, they want to make sure they aren’t wasting your time, or annoying you, by directing you to out-of-stock URLs.
 

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Proximity comes into play

When creating a Tinder profile, users provide their gender, gender preferences, age, distance (from potential matches), and current location. These are all fairly standard, but it’s that ‘current location’ where things can get interesting.

In addition to considering your state or city-based location in the potential matches shown, Tinder will go one step further and prioritize profiles that are in the nearest proximity. “Proximity is a key factor; it’s always fun meeting someone in the same neighborhood and that’s why we consider a potential match’s distance from a member’s current location.”

Translating this to the commerce space, they don’t only want to show which stores have the product in-stock ‘near you’ in a broad sense, rather what’s available in the stores closest to you where you can click-and-collect (swipe-and-connect?) ASAP.
 

User-provided data can help refine matches

Many folks like that they can get started swiping on Tinder with just a modest amount of upfront work required, but the more data you give the algorithm to work with, the better your results are going to be. While adding your interests/passions and a detailed lifestyle description are optional, Tinder will consider them in your matches when you provide them.

Tinder also shared some things that aren’t factored into their algorithm, including social status, religion, and ethnicity. They also noted that their much-discussed Elo Score is “old news” that their latest technology doesn’t rely on.
 

Match.com Algorithm

Match.com logoSource: https://www.match.com/

While there are dozens, if not hundreds, of dating sites to choose from today, the one that can be considered the mother of them all is Match. Starting all the way back in 1995 when many folks still relied on newspaper classifieds to find singles in their area, Match.com entered the scene to lay the groundwork for letting the information superhighway (aka internet) provide the path to lasting love.

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Unlike Tinder, Match isn’t simply looking to foster connections; as their name implies, they are looking to help find true matches. They’ll even let you know if you’ve crossed paths with one of your matches in real life. That said, it isn’t as expressly marriage-driven as eHarmony, so may serve as a nice middle ground for folks who want something more than casual, but aren’t rushing nuptials.

So how do they make those matches? As you might expect, your provided information is at the foundation! And as noted by BestCompany, Match offers one of the most comprehensive profiles around—if users take the time to complete theirs. In addition to being able to add information like religion, profession, and whether you have children, Match goes even further giving users the option to submit responses to essay questions. They also let you rank how important something is, noting if it’s essential or just nice-to-have.

The importance of your profile, from Match:

“It contains questions about who you are, where you’re from, the things that interest you, your lifestyle, and your background and values. It also asks you about your ideal match. All of this information helps form a great image of who you are and who you’re looking for. Not only does this help potential matches understand you better, it also helps us provide you with better matches through our unique matching tools.”

 

Bumble Algorithm

Bumble logo

Source: https://bumble.com/

Bumble is unique in that it requires women to make the first messaging move (in heterosexual matches). They note that they prioritize kindness and respect, and similar to Tinder, have sister sites aimed at helping users network or find a new BFF. Like many other popular apps, Bumble is free to use, but offers optional premium features that can help get your profile seen and improve or increase functionality.

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Bumble isn’t as transparent about their algorithm as Tinder, but who you see on the app appears to be largely filter-driven. While filters can be very helpful in narrowing your selection of available options, Bumble notes that over-filtering may leave you with very few profiles that make the cut. Loosening your filters can help in making you matchable with a wider variety of users, but bear in mind you’re losing some precision in the process.

Similar to most dating app algorithms, it is speculated that Bumble is learning what you like and don’t like as you swipe. Just like the information you expressly provide to aid in making matches, including your gender and distance preferences, your swipe activity is another factor for the algorithm to consider. The more intentional you are about the choices you make, the more accurately the algorithm will be able to deliver strong potential matches in the future. This is just another layer of ‘you get out what you put in’; if you want Bumble to better understand who to show you, they need to get to know you first.

On Bumble, regular use of the app isn’t only encouraged, but required for optimal experience. Once a match is made, a message must be sent within 24 hours; if not, the match expires. And after the first message has been sent, another 24-hour timer begins. If a reply isn’t sent within that window, the match expires. Similar to Tinder, this shows us that Bumble prioritizes profile activity so it can ensure users aren’t wasting time crafting messages to inactive users.

Where Bumble differs from Tinder is in what the vast majority of its users are looking for. Whereas Tinder aims to be the dating app destination for users looking for everything from casual connections to something serious, the majority of Bumble users are looking for long-term relationships.

It’s also worth noting that the ‘women message first’ model for heterosexual relationships is a motivating factor in using the app for men and women alike. As Bumble’s infographic shows, 97% of women made that first move and messaged their matches in the past month. And 63% of men reported that “women making the first move” was their reason for choosing Bumble.
 

eharmony Algorithm

Source: https://www.eharmony.com/

Source: https://www.eharmony.com/

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eharmony is a dating app designed for people looking for serious, long-term relationships. In fact, according to eharmony, couples who met through their platform make up 4% of all marriages in the US.

With this goal in mind—helping people who are truly, deeply compatible find one another—eharmony has to ask a lot of questions to make sure they get things right. For casual daters, these types of question lists are often exactly what puts them off a dating site. For those who want to get right to scrolling or swiping, eharmony is not a good match.

Just remember—you get out what you put in, because the algorithm is working with the input you provided in its output. The more relevant information you provide for it to work with, the more tailored to you your results will be. On eharmony, they actually quantify your likelihood of getting along with someone by assigning a Compatibility Score, with 60 being low compatibility, and 140 being the highest compatibility.

Explained by eharmony:

“Each of your matches will display a different eharmony Compatibility Score and, as the name suggests, it’s a simple indicator of how compatible you two are. These scores are based on your similarities and contrasts, as well as the answers you gave to our Compatibility Quiz when you joined eharmony. In the Compatibility section of each match’s profile, you can see what similarities you have, and also potential points of friction.”

Happy to answer a laundry list of questions about who you are, and what’s most important to you, but don’t want to pay a fee? OkCupid is another popular dating site option that relies heavily on provided information to aid in the compatibility measurement process, for free (upgrade options available).

 

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Just because algorithms can help you find love certainly doesn’t mean they’re the only path to happiness. They simply provide a more streamlined, strategic path of possibility that sifts through the wide sea of options, providing a curated, filtered, or otherwise sorted list of choices from which you can weigh pros and cons before ever typing “hello.”

Similarly, most of us have happened upon one or more products in our lives that we didn’t even know we were looking for, but instantly fell in love with. Perhaps it was that perfect gold charm bracelet you stumbled across in a tucked-away jewelry store while on vacation. Or maybe it’s those jeans you grabbed at a store near your office when you forgot you had after-work plans, and they ended up being the most flattering, comfortable jeans you’ve ever owned.

These are moments of luck and serendipity, and they do indeed happen every day! But they don’t make a solid plan for accomplishing your goals, no matter what you’re searching for.

 

 

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Tinder Super Like feature pop-up

Source: https://tinder.com/feature/stand-out

The algorithms that power dating apps will always be running in the background, but many apps offer ways to get your profile seen when it might not have otherwise been algorithmically driven to the top. It’s important to note that these aren’t true algorithm workarounds, rather methods through which you can push to the front of a specific line, often at a price.

Additionally, some features are more simply designed to let you engage more often or heavily within the app, which can naturally improve your chances of securing a date. In a sense, this can be thought of as advertising yourself.

For example: In addition to the additional benefits packed into each of Tinder’s subscription tiers, popular premium features include Boost and Super Like, which Tinder claims will “increase your chances of matching by 3x and have convos that last 70% longer.” Exclusive to Tinder Platinum subscribers is the Priority Like feature, which “puts your profile in front of the people you Like faster.” Similar premium features are available on Match.com, where they’re known as Power-Ups.

 

 

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Not only do some dating apps offer paid services that help users go over the algorithm to an extent, they also make a lot of their money from advertising revenue. As it turns out, love—or at the least the quest thereof—just might be able to pay the bills, after all.
 

Does Match Group have a monopoly on love?

Ad space across many of the most popular dating apps can be purchased from the same place—Match Media Group. That’s because Match Group owns more than a dozen popular apps, and can sell cross-platform advertising options to prospective advertisers for many of them.

“Match Media Group serves as a single point partner for marketers to leverage the aggregated audience, data and insights that result from having millions of global users across Match’s portfolio of dating platforms, including Tinder, OKCupid and Match.com.”

Match Media Group

As for who exactly is cuddled up under this love umbrella, the following are some of the dating apps owned by Match Group…

  • Match.com
  • Tinder
  • OkCupid
  • Hinge
  • PlentyOfFish
  • UPWARD
  • Ship
  • Meetic
  • OurTime
  • …and many more dating companies worldwide

But the Match Group isn’t the only major player on the block. There is no denying their impressive portfolio of apps, and the incredible data they’re able to collect and leverage thanks to the millions of users across their portfolio. But two of the biggest names in the dating app world are missing from their list—Bumble and badoo—both owned by the same parent company.
 

What advertising options are available on dating apps?

Three tinder advertising examples with branded profile cards and quiz

Source: https://www.matchmediagroup.com/

Looking specifically at ad products available from Match Media Group, we find the following options:

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  • Branded Profile Card (Tinder): Brands can create profiles native to the Tinder user experience. When users match with a branded profile, they receive brand custom messaging including offers, promotions, exclusive content, and/or more
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  • Quiz (Tinder): Quizzes can be fully completed within the app, and leverage Tinder’s swipe feature to answer questions, which can be as simple as asking whether they like or dislike something. Following a short series of questions, these users can then share their results across their social media networks if they choose to
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  • Native Video Card (Tinder): Video advertising is only on the rise, and makes a perfect fit for a fast-paced app that appeals to younger users, like Tinder. Tinder video ads can lead folks to external URLs, including your website. These video ads auto-play within the app when users are in discovery mode
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  • Native Display Card (Tinder): Similar to a profile card in design, these ad units allow brands to drive traffic to an external page with one click.
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  • In-App Interstitial (OKCupid): These full screen interstitial ads are shown as users are browsing their matches
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  • Standard/High Impact Units (Match, Meetic, People Media, Plenty of Fish): These are set to target your key demographic, and are available across several platforms

 
Match Media Group notes that interested advertisers can run their campaigns across their full portfolio, or on specific sites, with a minimum investment of $25K+.
 

Advantages of Advertising on Dating Apps

Chart with penetration rate and revenue of dating apps in US, UK, France, Germany, Brazil

Source: https://www.statista.com/chart/24165/online-dating-penetration-rate-revenue-selected-countries/

There are perhaps more advertising options available today than ever before—from classic digital advertising avenues to in-store screens, LED billboards, magazines, streaming ads, and far beyond. Each of these has unique goals and purposes, as well as the ability to reach potential customers in different mindsets, different funnel stages, and so forth.

Looking at advertising on dating apps specifically, a few key considerations and benefits come to mind:

  • People on dating apps are already in a comparative state-of-mind. When someone is already actively in the consideration phase, like they would be on a dating app, they are mentally in the right place to be served an ad for a product or service to consider
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  • You can reach Gen Z in droves. The average user age varies from platform to platform, with the most popular free platform—Tinder—being home to a wide audience of Gen Z and young Millennial users. BusinessofApps notes that while Tinder has historically been popular with the 25-and-younger set, its use is increasing with older folks as well. This is due in part to Tinder’s overall increasing popularity, but also because those who have used the app for years are quite simply getting older
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  • Dating apps have a much higher percentage of male users on average. Similar to the average age varying by platform, the percentage of male users compared to female users also naturally varies. That said, looking at the breakdown for a few of the most popular apps, we find that there are significantly more male than female users. According to the above-linked article from BusinessofApps, Tinder’s user base is ~75% male. This could make dating apps an excellent advertising tool for brands whose products or services are largely targeted to men
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  • Your competitors probably aren’t there (yet). The competition for the most eligible singles may be fierce on dating apps, but compared to other digital advertising spaces, it may be easier for your brand to stand out. It’s a unique advertising territory that many brands simply haven’t considered yet, giving those who have an added edge by being early adopters. With an estimated 75 million people in over 190 countries using the Tinder app every month alone, the potential reach is incredible

 

Dating App Advertising Examples

Tinder advertising example for Rescue Matches, matching dogs with users

Source: https://www.thedrum.com/news/2022/09/22/lovelorn-tinder-users-can-now-feature-shelter-dogs-search-ideal-partner

Tinder recently partnered with rescue shelters across the country to help some very swipeable pooches find their forever home. As if adding a dog to the family isn’t reward enough, it could also help you secure more swipes. A 2021 study by Honest Paws found that profile photos featuring a canine companion may get more positive attention.

From The Drum:

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“The tie-up follows a 2021 survey, conducted by Honest Paws, which found that 70% of singles believe that a dog in their profile pic leads to more matches. This belief is supported by 60% who express themselves to be more willing to date someone holding a dog close.”

Tinder advertising example with Domino’s distributing pizza coupons

Source: https://www.campaignlive.co.uk/article/dominos-pizza-gets-flirty-tinder-valentines-day/1280989

As we’re all aware, it’s important to consider your audience in marketing. And that’s exactly what Domino’s UK did going all the way back to 2014, with an innovative Valentine’s Day Tinder ad campaign. Do you know who orders pizza on Valentine’s Day? Single people! And do you know who wants a coupon for that pizza? Everyone!

 

 
There’s a reason people say your profile is a chance to “sell yourself” because ultimately, you are your own marketing manager on dating apps. Interestingly, when we consider all the information above, it’s hard not to see a dating profile as remarkably similar to a product detail page. And just like a PDP, there are certain elements that can help you in optimizing it for search (and conversion!)
 

Choose your main photo wisely

Your main photo is the first photo potential connections will see, and heavily determines whether they choose to learn more from your other photos and profile content.

Similar to the main photo you choose for a product you’re selling or advertising, you’ll want the photo to be clear/in-focus, eye-catching, and prominently feature an attractive and accurate representation of the available item (in this case, you!), without others in frame.
 

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Let the pictures do some of the talking

While there is room to provide additional information about yourself through text, just as they do with product images, photos can tell a lot of that story for you. Select an assortment of pictures that clearly display your interests, values, hobbies and more. This might mean including a photo with your dog, another of you hiking, another at an amusement park, and another marching at a protest.

These don’t tell the whole story of who you are, but they give some important information before a single word has been read, just like lifestyle photos and infographics on PDPs.
 

Showcase your unique value propositions

It’s hard to argue that honesty is typically the best policy, and in the dating apps landscape, it’s absolutely crucial. Not only can it save you from frustration and disappointment, but it can also save you a lot of time, and help in finding a truly strong match faster.

Just as you would do when considering what distinguishes your particular product from similar products in the same space, think of what unique characteristics about yourself are not only likely to be intriguing, but are also an integral aspect of your personality, values, or lifestyle.
 

Include the most important and relevant information in your profile copy

Want to give dating app algorithms the most information to work with in crafting potential matches that are truly personalized to you? It’s going to take a little work on your part, but it can actually be a great self-reflection session!

Just as you consider what a prospective buyer would want to know about a product before adding to cart, what is most important for a potential suitor to know about you before sending a message? This information might vary depending on the seriousness of connections you’re looking to make, and how important something is for you in a partner. If something is a make-or-break for you, be sure to include it in your profile copy to save everyone time.

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Graphic with three professionals in Connected Commerce, Lifecycle Marketing, and Streaming+

Our research into how dating algorithms function only solidified our suspicions that they function very similarly to the algorithms that impact our daily lives as marketers. After all, the goals of platforms like Google, Facebook, and Tinder aren’t all that different—to help in sorting through an abundance of options to present you with what you are most likely to be interested in based on key preference-determining factors like your provided information, and previous engagement.

Thinking more specifically about marketing and advertising options, we realized that just like people, each has its own set of strengths and skills that make them a solid match for different business goals.

In the spirit of dating profiles and Valentine’s Day being just 2 weeks away, we created Marketing Profiles for three of our services—Connected Commerce, Lifecycle Marketing, and Streaming+. Which one is the most important match for your business?

Graphic reading “Marketing Profile: Connected Commerce"

Name: Connected Commerce

About Me: I’m that holistic free spirit your mother warned you about, who really and truly believes all things are connected! Rather than searching for the path of least resistance, my sights are set on crafting the path of best performance. You might call me the Cartographer of Commerce Success, because I don’t follow a templated map—I draft a custom one every time. I am your 360-degree commerce solution; if people are shopping somewhere, I’m considering how we can make that somewhere work best for you.

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Why Should You Get to Know Me: In the words of Ani DiFranco, “I am 32 flavors and then some.” I am Commerce Media, Commerce Strategy & Ops, Social Commerce, In-Store Commerce, Gaming Commerce, Commerce OTT, Data & Analytics, Creative, and Influencer. A lot of folks think they’re the “total package,” but I really am! I understand that every client journey and customer journey is unique, and that my role is to assure both are properly supported, and strategically accounted for.

Interests: Finding the best path forward, diving into cross-channel capabilities and impact, full-funnel commerce strategies, success

Recent Read: Marketing in 2023: 5 Big Bets for the CMO

Where You’ll Find Me: Come learn more about me at The Commerce Summit on February 15, 2023. (I’ll be the one with a bagful of half-priced Valentine’s Day chocolates I picked up at Rite Aid on the way.) If things go well and we make a real connection (which is kinda my whole thing), we can sync up again a week later for webinar date #2 on February 22, 2023. You can also hit me up here anytime—looking forward to connecting!

Favorite Quote: “We are like islands in the sea, separate on the surface but connected in the deep.”William James

Graphic reading “Marketing Profile: Lifecycle Marketing”

Name: Lifecycle Marketing

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About Me: I’m the trifecta of hyper-personalized, privacy-compliant communications—email marketing, mobile messaging, and on-site marketing. I work best when all three aspects of who I am are fully-integrated so I can ensure I’m saying the right thing at the right time in the right place to the right person. (Do I really mean that, or do I keep saying “right” so you see me as the “right one” for you? Yes and yes.)

Why Should You Get to Know Me: I am a strong, capable leader that can help power your data and audience strategies in the privacy-by-default future. I’m an empathetic marketing avenue, always aiming to provide shoppers and subscribers with only the most relevant information. I believe in rewarding loyalty, and respecting user permissions and preferences.

Interests: Collecting and leveraging zero-party and privacy-compliant first-party data, building customer loyalty, highly personalized messaging

Recent Read: The 2023 Lifecycle Marketing Guide

Favorite Acronyms: SMS, ESP, CLV

Where You’ll Find Me: On-site, I often literally just pop up! And I usually have a coupon or something equally enticing to offer when I do. But you’ll also find me in your inbox, and in your texts (but only if you opted-in!) You can also reach out here to learn more about why we’d be a great match!

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Graphic reading “Marketing Profile: Streaming+”

Name: Streaming+

About Me: I’m a bit of an advertising force to be reckoned with, with no click-to-close box in sight! In some situations, it can even be said I’m over-the-top. I am an unskippable, scalable, targetable, data-driven dynamo, introducing audiences to new brands and services wherever they get their stream on.

Why Should You Get to Know Me: I’m designed to reach audiences not only where they are today, but where they’ll increasingly be in the future. In the grand scheme of advertising, some folks still see streaming ads as a promising up-and-comer. But the reality is that I’ve fully arrived, and I’m reaching millions of viewers and listeners with relevant, targeted streaming audio and video ads at this very moment. (Bit of a multitasker!)

Interests: Meeting your audience where they are, non-skippable ads, patented measurement technology that connects served impressions to marketing outcomes

Recent Read: The Ultimate Guide to Performance Streaming

Favorite Acronyms: OTT, cTV

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Where You’ll Find Me: On internet-enabled devices near you, including your television, tablet, desktop, and mobile device. Some of the most popular places you can find me are Hulu, Sling TV, and YouTube TV. Reach out today to learn more about how we can make streaming sparks fly!

Favorite Karaoke Duet Song: Islands in the Stream by Dolly Parton & Kenny Rogers

Personal Catchphrase: Just livin’ the stream!

 

 

With all this talk about the power of algorithms, and how they’re fueling search results everywhere from Snapchat to Match.com, it’s important to remember that they’re simply tools that play a part in powering what you see—not what you ultimately decide.

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It is still up to you whether you want to go on a date with a person returned in your search results, just like it’s ultimately up to you what product you buy, plumber you call, or restaurant you decide to go to based on your search results. And just like there are algorithms, photos, provided information and more to help you with those other decisions, so is the case in the commerce of love.

As we’ve explored, choosing the right dating app for you requires considering your own goals in using the app, and weighing those against the goals of the apps themselves. So the first step is finding which app is your best match! And at the end of the day, whatever it is you’re looking for online, chances are algorithms are behind those results you see. (Not to be confused with the Al Gore Rhythm.)

Want to learn more about how we can help your brand find true love with new and existing customers across the advertising universe? Reach out today!

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MARKETING

2 Ways to Take Back the Power in Your Business: Part 2

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2 Ways to Take Back the Power in Your Business: Part 2

2 Ways to Take Back the Power in Your Business

Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

  • Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
  • Colleagues: Their tried-and-true proven tactics or lessons learned.
  • Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.

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1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

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Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 

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I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

1713005765 14 2 Ways to Take Back the Power in Your Business1713005765 14 2 Ways to Take Back the Power in Your Business

She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 

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Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

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However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

  • What are their outcomes? 
  • What metrics are they tracking for success? 
  • What is their bottom line against yours? 
  • How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 

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Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

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Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 

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Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

  • Tasks that Generate Revenue
  • Tasks that Cost Me Money
  • Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

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I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 


ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?

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Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 


Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

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They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 

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But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

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The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.

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He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 


PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 

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Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.


Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 

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In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 

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Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.

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Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.


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MARKETING

Roundel Media Studio: What to Expect From Target’s New Self-Service Platform

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By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.

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But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source: Target.com

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

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  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

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  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

Have you noticed how artificial intelligence (AI) is slowly integrating into, well, everything? Then it won’t surprise you to hear that it’s also infiltrated content marketing.

How can AI enhance your content marketing? Through AI transcription.

Want to learn how?

Why AI Transcription is Revolutionary

AI transcription is transforming the way we access and interact with information. Here’s how it’s changing the game:

Rapid Content Transformation

Imagine turning a one-hour podcast or webinar into a comprehensive text document in minutes.

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AI transcription allows for quick conversion of long-form audio and video content, making it a breeze to repurpose these materials into articles, blogs, or reports.

This means you’re spending a lot less time working on making your content as accessible as possible—the AI is doing it for you—and more time on simply creating new content.

Inclusivity and Accessibility

By providing a text version of audio and video content, AI transcription breaks down barriers for people with hearing impairments. This widens your audience.

It also aids non-native speakers in understanding the content better by allowing them to read along, improving comprehension and engagement.

Content Amplification

With AI transcription, a single piece of content can be repurposed into a multitude of formats.

For example, a transcribed interview can be used to create an in-depth blog post, several engaging social media posts, and even quotes for infographics. This not only amplifies your content’s reach but also maximizes the return on investment for every piece of content created.

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SEO Benefits

Transcripts can be a goldmine for SEO. They are rich in keywords spoken naturally during conversations. Including these transcripts on your website or blog can significantly improve your search engine ranking by providing more content for search engines to index.

Real-Time Engagement

With real-time transcription services, audiences can follow along with live events, like conferences or webinars, through captions. This enhances the interactive experience and viewers don’t miss out on important information.

AI transcription is revolutionary because it democratizes content, making it accessible and usable in a variety of formats. It caters to a global audience, and multiplies the impact of the original content, all while improving SEO and user engagement.

Integrating AI Successfully

To truly tap into the power of AI transcription, you need a game plan. It starts with picking the right AI transcription service—one that’s not only accurate but also savvy with the lingo of your field.

Here’s how you can integrate AI transcription into your workflow like a pro:

Record Quality Content

The clearer your audio or video recording, the better your transcription will be. Invest in good recording equipment, minimize background noise, and ensure speakers articulate clearly. Think of it as laying the groundwork for flawless transcription.

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Transcribe with AI

Once you have your high-quality recording, it’s time to let the AI work its magic. Upload your file to AI technology like Clipto and let it transform your spoken words into written text. This step is where the tech shines, turning hours of audio into text in minutes.

Edit and Polish

AI is smart, but it’s not perfect. Review the transcript for any errors or awkward phrasings. Adjust any text you need to. This editing process ensures the final product is not only accurate but also engaging and readable.

Incorporate into Your Strategy

Now that you have your polished transcript, use it to upgrade your marketing materials. Transcripts can be repurposed into blog posts, social media content, eBooks, or even used to enhance video and podcast SEO by providing searchable text.

AI transcription is  a dynamic tool that can extend your capabilities. By treating AI as a collaborative partner, you can enhance your content marketing efforts, making your message clearer, more accessible, and far-reaching. Integrating AI transcription allows you to engage with your audience on multiple levels.

Spicing Up Your Content with AI Transcription

Let’s get real—AI transcription is more than just a fancy way of turning chatter into text. It’s a secret weapon in your content marketing arsenal.

Boosting Quality and Nailing Relevance

Think about it: when you transcribe your audio and video goodies, you’re capturing every little detail and nuance that might have slipped by unnoticed. Here’s the scoop:

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  • Accuracy is Key: With AI, you can nail the exactness of your content, catching the subtle hints and expressions that give it flavor.
  • SEO Magic: Those transcripts are like SEO gold, stuffed with keywords that naturally pop up in conversation, giving your site’s visibility a hearty push.

And the cherry on top? AI transcription can sort out the big themes in your content, keeping your marketing vibe consistent and spot-on across all platforms.

Digging into Data

Now, here comes the detective work. AI transcription lays out all the juicy data about what your audience loves (and doesn’t). With this goldmine of info, you can:

  • Analyze Engagement: Spot the hotspots in your videos or podcasts where people hang on every word—and where they hit the fast-forward button. This insight is like a roadmap to your audience’s heart.
  • Strategize with Confidence: Armed with data, you can tweak your topics, amp up engagement, and keep your audience coming back for more.

So, by turning your spoken content into text, you’re not just filling up space. You’re diving deep into the analytics pool for a smarter, more data-driven approach to content marketing. It’s about getting down to the nitty-gritty of what your audience really likes, making every word you publish count.

Bottom Line

It’s clear that AI transcription is not just a fleeting trend but a robust ally in the realm of content marketing. Equipped with tools to make your message not only heard but felt across the globe.

From crafting precision-packed text that search engines adore to unveiling layers of audience insights waiting to be explored, AI transcription is your go-to for making every piece of content count.

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