Anyone tried dating app advertising before?
Posted: Mon Oct 06, 2025 12:32 pm
I’ve been noticing a ton of ads lately on dating apps like Tinder and Bumble—everything from skincare to sneakers to restaurants. It got me thinking: are people actually advertising on these apps now? And if so, how does that even work? I used to think dating apps were just for, well, dating. Turns out, there’s this whole world of dating app advertising that’s quietly become a pretty smart way to reach people.
At first, I’ll admit, I didn’t really get it. Why would anyone want to market something on a dating app? It seemed like the worst possible place to show ads. Most people are there to find someone, not to shop or click through promos. But after a friend who works in digital marketing mentioned how fast this space is growing, I started digging in.One of the biggest surprises? These platforms actually have super detailed targeting options. You can reach people based on interests, location, and even relationship goals. I guess it makes sense—someone using a dating app is already in a certain mindset. They’re curious, open to meeting new people, and often ready to try new experiences. That’s kind of perfect for lifestyle brands or apps that tie into social or emotional behavior.Still, the idea of advertising there felt odd to me. I imagined someone scrolling through profiles, only to get interrupted by a shoe ad. But when I actually looked closer, the ads are way more natural than I thought. A lot of them blend right into the swiping experience—almost like another profile card. I even saw a local event ad designed like a match suggestion, and it worked surprisingly well. I clicked on it before I realized it wasn’t a real person.That’s when it hit me: dating app ads aren’t trying to distract you; they’re trying to fit into the flow of how people already use these apps. Instead of screaming for attention, they quietly appear in spaces people are already engaged in.I tried running a small test myself (more out of curiosity than anything). I set up a simple campaign for a side project—a mobile app for event recommendations. I used one of the popular dating platforms’ ad tools and targeted people aged 25–35 in my city who listed “social activities” as an interest. I didn’t expect much, but the click-through rate was way higher than what I usually see on social media.That said, not everything worked smoothly. The ad design really mattered. The first version I made looked too much like a traditional banner ad, and it totally flopped. But when I redesigned it to look like a profile card, with a simple headline like “Looking for something fun this weekend?”, it performed way better. The tone felt more natural, less salesy. That seemed to make all the difference.Something else I learned: dating app advertising isn’t just for big brands. Even small local businesses—like cafes, gyms, or event organizers—can use it to get visibility in their area. It’s not cheap, but it’s not wildly expensive either, especially compared to what you’d pay on other major platforms. Plus, you’re reaching people in a relaxed, scroll-happy environment where they’re already spending a lot of time.Of course, it’s not perfect. The reporting tools can be limited depending on the app, and some users definitely find the ads annoying. But if you’re thoughtful about how you design and target your ad, it can actually feel like part of the experience instead of an interruption.If you’re curious about how it all works (and I honestly think it’s worth exploring if you do any kind of digital marketing), I found this helpful post that breaks down the basics really clearly: Beginner’s Guide to Mobile Dating App Advertising. It covers everything from how these ads are set up to what kinds of campaigns tend to perform well.After reading that and doing a bit of experimenting myself, I think dating app advertising is one of those things that’s going to keep growing quietly in the background. People might not talk about it as much as Instagram or TikTok ads, but it’s clearly effective in the right context.So yeah, if you’re working on a small brand or a creative project and you’re tired of the usual social platforms, maybe give it a shot. Just make sure your ad feels conversational and blends into the space instead of standing out too much. Think of it less like selling and more like starting a conversation where people already are.
At first, I’ll admit, I didn’t really get it. Why would anyone want to market something on a dating app? It seemed like the worst possible place to show ads. Most people are there to find someone, not to shop or click through promos. But after a friend who works in digital marketing mentioned how fast this space is growing, I started digging in.One of the biggest surprises? These platforms actually have super detailed targeting options. You can reach people based on interests, location, and even relationship goals. I guess it makes sense—someone using a dating app is already in a certain mindset. They’re curious, open to meeting new people, and often ready to try new experiences. That’s kind of perfect for lifestyle brands or apps that tie into social or emotional behavior.Still, the idea of advertising there felt odd to me. I imagined someone scrolling through profiles, only to get interrupted by a shoe ad. But when I actually looked closer, the ads are way more natural than I thought. A lot of them blend right into the swiping experience—almost like another profile card. I even saw a local event ad designed like a match suggestion, and it worked surprisingly well. I clicked on it before I realized it wasn’t a real person.That’s when it hit me: dating app ads aren’t trying to distract you; they’re trying to fit into the flow of how people already use these apps. Instead of screaming for attention, they quietly appear in spaces people are already engaged in.I tried running a small test myself (more out of curiosity than anything). I set up a simple campaign for a side project—a mobile app for event recommendations. I used one of the popular dating platforms’ ad tools and targeted people aged 25–35 in my city who listed “social activities” as an interest. I didn’t expect much, but the click-through rate was way higher than what I usually see on social media.That said, not everything worked smoothly. The ad design really mattered. The first version I made looked too much like a traditional banner ad, and it totally flopped. But when I redesigned it to look like a profile card, with a simple headline like “Looking for something fun this weekend?”, it performed way better. The tone felt more natural, less salesy. That seemed to make all the difference.Something else I learned: dating app advertising isn’t just for big brands. Even small local businesses—like cafes, gyms, or event organizers—can use it to get visibility in their area. It’s not cheap, but it’s not wildly expensive either, especially compared to what you’d pay on other major platforms. Plus, you’re reaching people in a relaxed, scroll-happy environment where they’re already spending a lot of time.Of course, it’s not perfect. The reporting tools can be limited depending on the app, and some users definitely find the ads annoying. But if you’re thoughtful about how you design and target your ad, it can actually feel like part of the experience instead of an interruption.If you’re curious about how it all works (and I honestly think it’s worth exploring if you do any kind of digital marketing), I found this helpful post that breaks down the basics really clearly: Beginner’s Guide to Mobile Dating App Advertising. It covers everything from how these ads are set up to what kinds of campaigns tend to perform well.After reading that and doing a bit of experimenting myself, I think dating app advertising is one of those things that’s going to keep growing quietly in the background. People might not talk about it as much as Instagram or TikTok ads, but it’s clearly effective in the right context.So yeah, if you’re working on a small brand or a creative project and you’re tired of the usual social platforms, maybe give it a shot. Just make sure your ad feels conversational and blends into the space instead of standing out too much. Think of it less like selling and more like starting a conversation where people already are.