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For some reason, apps are more sharable in online dating.

You wouldn’t generally talk about Match, but on Tinder, you’d just show it around and talk about the experience.” How do these dating platforms grow?

Opportunities for the younger crowd to join an online dating service can be found in the numbers, such as the juxtaposition of 83% of young people Cassandra surveyed preferring to meet a potential partner in person but only 40% having ever actually asked someone on a date face-to-face.

The app grew from college campuses, Brooks says, as the company used a marketing program to entice “campus connectors” (or the “popular kids,” as he deemed them) to spread the word. “It’s such a hotbed on campuses that you can get these things to take off on campus with the right story and the right product. It’s one of the few dating apps that’s truly sharable.

Then, in 2003, the company started airing its first radio ads.

The ads featured real couples talking about how they met on e Harmony.

After about six months, the team translated that storytelling model to TV—and it was a hit.

Langston refers to TV as e Harmony’s “magic formula,” a method that helped them gain more users than any other medium at the time.

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Marketing minds from multiple online dating platforms, some old and some new, weigh in on how they plan to thrive with a fickle and ever-changing demographic.

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