What is user acquisition strategy?

User acquisition (often shortened to UA) is the act of gaining new users for an app, platform, or other service. On mobile, user acquisition is a strategy designed around generating installs, usually achieved by advertising campaigns and promotional offers.

How did Tinder get users?

Tinder acquired more than 10,000 new users by getting sorority girls and fraternity boys to sign up for the app. Tinder’s early customer acquisition success can be attributed to then-CMO Whitney Wolfe’s idea — travelling to colleges around the country.

What is Tinder marketing strategy?

Outside of contributing to an exciting match-up experience, gamification helps Tinder in a variety of other ways. From a monetization perspective, the dating app can better support a freemium business model. Users start with a limited number of right-swipes and likes, but gain unlimited access with a subscription fee.

How did Bumble grow so quickly?

Scott Kessler, global sector lead for technology media and telecommunications at New York-based Third Bridge, said Bumble was able to jump in and compete so quickly, in part because it was built with the help of Badoo’s infrastructure.

What is Tinders competitive advantage?

Tinder’s competitive advantage is that the company has created an early grip through its superior users’ experience emphasizing simplicity. The app is simple to use since one has to swipe right and left to accept or decline a match.

Who is Tinder target audience?

In Tinder’s case, success with millennials eventually carried over into Gen Z markets who now make up over half the app’s user base. Today, current estimates suggest 83\% of Tinder users are below 34 years of age.

How did Bumble start marketing?

Wolfe Herd launched Bumble in 2014 after leaving Tinder, where she was vice president of marketing. She initially wanted to create a social media platform targeted to teen girls where they could only communicate through compliments.

Why is Bumble global business model so successful?

Bumble’s Business Model: A Chip Off The Old Block It earns the bulk of its revenue from in-app purchases and different subscription offerings like Bumble Boost, which starts at US$12.99 a week, and its upgraded Bumble Premium, which starts at US$17.99 a week.