Match.com

The best social media stories and campaigns from August 2017

Like most workplaces, the world of social media was slightly subdued throughout August. We assume most people were busy sunning themselves, or desperately trying to avoid yet more Trump-related controversy.

Anyway, let’s journey back and take a look at the best of the rest, shall we?

Four ways brands are marketing through dating services

Online dating services might not seem like ideal platforms for marketing.

After all, many are monetized primarily through paid subscriptions, and users, for obvious reasons, are probably more focused on finding a date than clicking on ads. 

But in recent years, brands have found ways to insert themselves into the online dating experience. Here are four examples.

Yahoo’s outsourcing: why the weak will get weaker

Yahoo’s identity crisis is nothing new. And under the reign of the company’s current CEO, Carol Bartz, Yahoo’s identity crisis has arguably turned into an identity tragedy.

Nothing reflects that better than Yahoo’s newfound ‘product development‘ strategy: outsource everything to third parties, some of which were previously competitors. Recently, Yahoo outsourced Yahoo Personals to online personals competitor Match.com, and yesterday it was announced that Yahoo is outsourcing a good chunk of Yahoo Real Estate to real estate competitor Zillow.

Online dating: can ‘paid’ survive ‘free’?

The global economic meltdown that occurred in 2008, and the ripple
effects that can still be felt today, had a profound impact on internet
business models. The notion that services free to the consumer would
dominate suddenly didn’t look so good anymore. Charging consumers
directly for services was suddently sexy again.

But that isn’t necessarily true across the board. In the market for
online dating services, where millions of consumers have ponied up to
join sites that promise a shot at love, ‘paid‘ has found it difficult
to compete with ‘free‘.

Match.com doesn’t love the competition

One of the most lucrative markets in the consumer internet has been online dating. And one of the most successful players over the years has been Match.com. It’s not difficult to see why: plenty of people are willing to pay for a chance at a date and Match.com has been successfully charging for them for more than a decade.

But business isn’t so easy today. Newer competitors, many of them free, have gained traction, and one, Plentyoffish, is, according to comScore’s numbers, the most popular dating site in the world. Apparently Match.com doesn’t like that.