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The Drum Network is a paid-for membership product which allows agencies to share their news, opinion and insights with The Drum's audience.

Why using a copy and pasted dating app message might not always be successful

Find out more on The Drum Network home. Over the past five years, the objective of dating apps has changed. We have seen the commodisation of love by brands. Picture this. Well, you did. For the brand, advertising on Tinder was part of its five-year transformation strategy aimed at shifting the emphasis away from new pizza product releases, to one that flexed around people, occasions, and popular culture.

Because of a simple insight: people aren't on dating apps for love anymore, they're on them for shits and giggles, and brands can leverage this very effectively. The love connection is now with brands and these apps have been swift to move with the shift in attitude towards love and singledom.

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OkCupid experienced similar success by tapping into the singledom zeitgeist last year. The behavioural shift is also reflected in changes to the business model of dating apps with the rise of extensions, like Bumble BFF or Tinder Festival Mode, which are friendship focused rather than relationship orientated.

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Valentines Day. Vice Media. Having fun in the dating world: Love with brands. The Drum Network. By Lily Aey - August 20, This promoted content is produced by a member of The Drum Network. Share to Twitter. Share to LinkedIn. Share to Facebook.

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