Advertising is one of the common ways to monetize a dating app that functions on a freemium model (freemium apps operate on a business model where basic or limited features are included, but additional charges apply to supplemental or advanced features). Typically, users must watch ads to continue interacting without paying an additional fee. Broadly speaking, there are three categories of ads.
Standard ads
Standard ads are shown to every app user, regardless of their demographic profile. Dating apps earn money for every ad view, click, or transaction a user makes. Subscribers must watch brasiliansk flickor för äktenskap every ad to continue platform usage unless they subscribe to an ad-free version. Popular platforms like Tinder use ads a lot for app monetization. There are many different types of in-app ads, spanning:
- Banners
- Videos
- Surveys
- Text
Custom Ads
Custom ads use app user profiles to promote specific themes and topics based on demographics, buyer interactions, and in-app behaviors.
Some dating apps offer in-app advertisements as a service. Grindr is a great example and earns significant revenue from brands looking to target the LGBTQ community through specific marketing activities tailored by budget, ad performance insights, and geo-targeting.
For companies with high budgets, some apps offer account representative assistance to help brands create even more customized, highly targeted, and optimized in-app advertising solutions.
Reward-based Ads
Reward-based ads allow temporary access to bonus features in return for watching . Particularly popular on gaming apps, reward-based video ads can also be a great fit for online dating platforms because they can be targeted very accurately. Users are provided with an incentive for watching each video – like access to extra likes or temporary subscription upgrades. Not only does this drive advertising revenue, but it also increases the likelihood of freemium users upgrading to keep receiving the additional benefits.
Just as dating apps connect people looking to find new partnerships, they can also play the role of a matchmaker in connecting publishers with advertisers. Joining affiliate networks allows app marketers to build more lucrative dating app monetization strategies by pushing app traffic toward the websites/apps of their chosen affiliate partners, for which they receive a commission.
Promoting products and services directly related to (but not in direct competition with) your platform is a smart move, as it simultaneously increases user experience and engagement. Some examples of applicable affiliate services include:
- Online relationship courses
- Dating coaches
- Matchmaking services
5. How to monetize dating apps via e-Commerce
While it’s not a technique heavily used on dating apps, there’s no reason you can’t drive revenue through e-commerce sales. This strategy is best suited to dating platforms that operate in a particular niche, where the type of merchandise sold is not readily available on the open e-commerce ple, Grindr has an e-commerce store called Bloop that sells various LGBTQ merch.
- Selling online games like chess and Scrabble allows couples to indulge in a shared interest in a private space. You may even decide to integrate chat and video calling options to increase revenue even further.
- Selling online quizzes provides couples with ways to get to know and learn about each other’s past, passions, and pastimes. Featured on platforms like OkCupid, letting users build personalized quizzes for a fee is one of the most innovative ways to monetize a dating app.
Dating app monetization models: Key takeaways
You don’t need to use all of the dating app monetization strategies listed above. Still, it’s a good idea to experiment with diverse approaches to ensure you’re reaching as wide an audience as possible and upselling extra features at every opportunity. Ultimately, finding the right approach will depend on your target audience and overall marketing goals.
