Followers, Swipe Right! Content Marketing Lessons From Dating Apps
Because courting and content are pretty much the same thing. Right?
1. Your pick-up line should be thoughtful and creative.
You’re only granted a few seconds and a few words to pique someone’s interest, and if you blow it, the conversation is over before it even started. Just like a cheesy and overused pick-up line will turn off a potential date, a cliche marketing tagline is a surefire way to make your audience’s eyes glaze over. So please, no more “your legs must be tired from running through my mind all day,” and no more “we do X so you don’t have to.”
If you want people to think that you’re different and that your content offers something new and valuable, you need to convey that from the start. Don’t assume that you’ll have more chances to prove yourself later on.
2. Don’t be self-centered. Reference their interests.
Whether you’re messaging your newest love interest on Bumble or crafting a Facebook post for your followers, you are more likely to succeed and garner loyalty if you recognize and reference their interests. The line in their bio that says “doughnut connoisseur” just begs you to ask their favorite doughnut spot or their views on correct spelling: doughnut or donut? Similarly, you should create content that is not solely self-serving, but also creates value for your audience-- demonstrate an interest in their interests, desires, and dreams. This could manifest as how-to guides, polls and surveys, shareable content, or even just pure visual inspiration. Point is: make sure you’re considering your audience and their needs.
3. Triple check your spelling and grammar. Then check it again.
Nothing stops a good conversation in its tracks like a glaring grammatical error. “Hey your cute.” Nope. “We’re better then competitors.” Not with that grammar, you aren’t. “I should of known.” NEXT.
Unless you want to kill your brand’s credibility or you actually don’t want to go on a date with that perfect human specimen that you found on Tinder (is that an oxymoron?)... quadruple check for errors.
4. Customize your message according to the platform.
Just like a message you would send to someone on Tinder wouldn’t fly on eHarmony, content produced for Snapchat will not resonate on LinkedIn. Your channel informs your strategy. The length, style, and tone of your content should vary depending on the platform you are using, ranging from brief and playful (Twitter or Snapchat) to lengthy and professional (LinkedIn).
5. Foster long-term relationships, not one-night-stands.
Meaningful relationships last more than one night, just as effective marketing nurtures a brand-audience connection over several posts and campaigns. This builds loyalty and engagement, so don’t hit it and quit it. Share content as part of a longer-term marketing plan and larger purpose in mind. Oh, and don’t ghost on anyone. That ain’t right.
6. For goodness’ sake, don’t be a catfish.
Be genuine and transparent. Don’t deceive your followers with false or exaggerated claims. Don’t photoshop your mirror selfies to make you look thinner or to make your muscles look bigger (you will be called out). If you’re selling or promoting a product, speak from your heart and share your true opinion. The proof is in the pudding so if you endorse a faulty product or company, people will figure out the truth eventually. So do yourself a favor and don’t partner with any Fit Tea or Waist Trainer companies, because we all know that sh*t don’t work.
Creative Community Developer at Snapfluence.
I'm the Oxford comma's biggest fan.