The story of how the dating app, Bumble, came to be is truly an amazing one. Whitney Herd, CEO of Bumble used to work for another large dating app, Tinder. She was getting harassed at the company and ended up suing for sexual harassment. But that isn’t the only thing she did. She went on to create a female-based dating app where women must make the first move. But what made Bumble so popular so fast? It was their marketing. Specifically understanding their target market.
Bumble’s social media campaigns has caught the eyes of so many people because of how real it is. Not only is it real people talking about their dating stories, but it is also simple marketing. When I say simple marketing, I mean mindless marketing. Many of their ads consist of just a yellow background and some phrases. For instance, they have many billboards and targeted ads out there with the phrase, “Be the CEO your parents always wanted you to marry. (Then find someone you actually like.)” This ad caught the attention of so many because it was relatable, humorous and was a great targeted ad towards their target market.
Bumble isn’t just making moves within their marketing though. They are also doing a great job of constantly expanding their business and keeping their app user friendly. Bumble added different features over the past couple of years to make the app more than just a dating app. They offer “Bumble BFF” which allows you to find friends, and “Bumble Bizz” which allows you to connect with people for business purposes. Having different types of meeting new people really expanded Bumble’s world and opened them to a whole new market.
Bumble’s user experience of their app has also contributed to the company’s success. The bright yellow colors spark a lot of happiness in people and the app is easy to navigate. Just like Tinder, you swipe right or left on people. If you both swipe right on each other it pops up that you got a match. But what is different about their app is Bumble tells a story with each person. There are different questions or comments people can put on their profiles and several questions is asked you to when creating a profile such as height, what kind of relationship you are looking for, if you drink, if you smoke and more. This makes people feel more comfortable because they are learning more about the person. Tinder does not have features like this giving it more of a “hookup” feel than a dating app.
Bumble’s sleek look and straight to the point marketing has brought them to be the 2nd most downloaded dating app in the world. While Tinder is still on top, the story behind Whitney Herd herself has also been a great marketing factor for her company. Bumble has brought a new way of meeting people to an app and people are enjoying it and using it more each day.