It’s Valentine’s Day, which might mean there’s an extra amount of swiping left and right on what is perhaps the most well-known of matchmaker apps, Tinder.
Brands can learn a lot about consumers based on which dating app they choose, according to 4C Insights.
For example, Match, the dating app that saw the greatest increase in social media engagement week-over-week in early February, has an audience that also engages with Ace Hardware, Alyssa Milano and MSNBC's “The Last Word with Lawrence O’Donnell.”
4C also looked into the audiences of popular flower delivery and chocolate brands, which represent common Valentine’s Day gifts. People who engage with Teleflora on social media are also engaging with Lucky Brand, Keith Urban and “ABC World News Now,” while those who engage with Hershey also show interest in Procter & Gamble, U.S. gymnast Gabby Douglas and Fox's “The Passage.” 1-800-Flowers consumers like Sur La Table, while Godiva fans prefer the brand Equinox, the fitness center chain.
Among people who engaged with each entity, the top affinities represent the brands, notable people, and TV shows those people were most likely to also engage with in January 2019, according to 4C.
As for the rest of the data, the brand engagement affinities are probably the most interesting to marketers.
Consumers who prefer Tinder are most likely to engage with General Electric, Hinge users preferred The Knot, OKCupid fans like American Girl, eHarmony users show a preference for Swiffer, Happn fans like Chiquita, Badoo users like Hallmark, Once users like Vera Bradley, Plenty of Fish fans like Church’s Chicken, and Coffee Meets Bagel users like Regal Entertainment Group.