Dating apps: What are the User Acquisition constraints?

Published on 7 September 2022 | Categorized in
  • Facebook

Dating apps need acquisition to support their growth, revenue, and number of active users. Nevertheless, they are subject to constraints that are specific to this vertical.

   

Choosing a strategy

 

Before launching your campaigns, you need to think about the overall strategy for your app and your objectives:

   

– Gender distribution: Separate by gender and tailored content to make sure you can control the investment and, therefore, the recruitment needs for each gender.

   

– Objectives by gender and, therefore, adapted tracking: Make sure that the tracking on your MMP has been correctly tagged so you can track your performance in the best possible way, even if the events being tracked are different.

   

– Objectives by country: it is also important to analyze app awareness in each country and for each gender as this will particularly affect the types of campaigns launched and the distribution of investments.

   

– Investments according to seasonality: Dating apps are particularly affected by seasonality (vacations, back to school, weekends, Valentine’s Day, etc.). You need to correctly analyze the top recruitment periods for the app to know how to distribute the annual budget and not lose pockets of profitability.

       

Choosing distribution sources

   

The inventory of acquisition sources is more difficult for apps in the dating category than for others.

     

– Facebook categorically refuses to allow ad campaigns by apps that it categorizes as “casual dating.” Advertising in these placements is only possible after having been whitelisted by the Ad teams.

   

– Google Ads does not allow App campaigns to be run on specific demographics. As a result, apps that have defined gender-specific targets will find themselves in a bind.

       

The creatives used

   

The creatives used in the campaign will be the first encounter between the app and the user, and taking care of these creatives is all the more important since the app deals with users’ private lives.

     

– It is important to avoid all references to sex, even implied: in the store pages as well as in the creatives launched. This goes from #SexFriends to the eggplant emoji.

   

– The images must stay very soft: a too bare shoulder or too much cleavage and the creatives will be rejected by the various sources.

   

– Face cam visuals or those using a human image will be rejected if the source considers that the character put forward does not respect the legal age of use for this category of app (18+).

   

– An app that has had creatives refused in the past is flagged by the sources and will be much more likely to be refused again. So, you should pay close attention to all the elements of a creative before launching it.

NEWS

Article in relation

Our tips for reaching engaged users on TikTok

According to the State of Mobile report from App Annie, in 2022, TikTok was again confirmed one of biggest growing application in terms of user engagement. Here are our best practices for managing your campaigns on TikTok.     Creative tips     – Always give preference to content with an organic approach, in order to adapt to the young and engaged audience   – Ad content is less polished than on other platforms > it is recommended that quotes from real people are highlighted, by picking up the platform’s codes, such as: filters, challenges, use of text, etc.   – Renew your creatives on average every 7 days (depending on volume and allocated budget) in order to avoid these struggling and never relaunch an old creative in a group ad   – Always add music suited to the ad and opt for short creatives (13-16 seconds)   – Need inspiration for new creatives? Consult the TikTok Top ads section! This is a library referencing all the current top creatives on the platform, by country, by campaign objective and by vertical     The platform     – Manage features offered by the platform, such as the Automated Creative Optimization tool […]

Publié le 14 September 2022
  • TikTok
  • Acquisition

Our creative best practices

A few months ago, we discussed the importance of creative in your mobile acquisition campaigns and how to find creative that works and positively impacts your performance. How do you achieve this goal? Here are our creative best practices:     Personalize the message according to the various targets     – The creatives must be tailored to each type of target audience.   – This is even more important as the arrival of iOS 14 has restricted targeting options. The creative is thus a different way of targeting.   – It is therefore crucial to understand your users’ motivations, needs and centers of interest. But also their fears, what stops them, what will make them hesitate to click.   – This reflection on users and the levers to make them move on to action must be conducted upstream in order to brief the creative teams in a relevant fashion and produce effective creatives without losing time.   – Be open to all types of tests, even the most daring, as no-one knows what may be effective and catchy.   For the Cityscoot campaign, personalization of creatives allowed for procuring a CPA => 30% above average.       For […]

Publié le 13 July 2022
  • Utilities
  • Facebook
  • Creatives
addict mobile blog default blog 05

Le Parisien: How can we increase a news app’s audience while maintaining acquisition costs?

Context     A new Le Parisien app was launched in the summer of 2020 based on the observations that 80% of Le Parisien are on their mobile but only 11% use the app. The aim is to make the experience more intuitive, more personal and more adapted to current habits!   In the wake of this new campaign, Le Parisien has reached out to Addict Mobile and has since seen a significant increase in its audience.     Addict Mobile has enabled us to grow our audience significantly. By working together in close cooperation, we have been able to set priorities to fulfil our objectives.     The challenge     The audience growth objective was based on objectives in terms of CPI, retention rates and sessions. The challenge was therefore to combine low CPI with volume and quality.     The strategy     The strategy adopted in response to this challenge was based on advanced artwork incorporating our technologies as well as diversification and the marketing mix.   In terms of artwork, we ran hundreds of tests to find out what type of content would work best. We defined initial assumptions that we adapted as the tests […]

Publié le 29 June 2022

Nos bureaux

Paris / FRANCE

128 Quai de jemmapes
75010 Paris
France

Madrid / SPAIN

Calle Juan Ignacio Luca de Tena 1,
Planta 3
28027 Madrid
España

New York / USA

10 East 40TH St.,
Suite 3310 New York
NY 10016
USA