For the most part, these sites make dating incredibly efficient, more so than trying to meet people at a bar, through friends, or at work. The online dating industry increases your opportunities to find whatever relationship you're looking for by giving you two tools: Your written profile and photos. Dating sites have fundamental strategies to increase your odds of success. Everyone's heard the stories of someone who found great relationships through online dating. However, they don't ask what those people did to make it work for them.
Neither you nor your potential dates want to spend time reading a million profiles. So, everyone simply scans for the photos that catch their eye, then drops in to skim the profile. The process always starts with a "search" and the results are page after page of profile photos.
You might be the greatest writer in the world, but nobody will read your prose unless your photo is appealing. Some profile pictures are actually "red flags. No matter what dating site you use, you'll see people trying to use these types of profile photos or variations of them, but you should avoid them:.
Your photos and profile are a marketing exercise with dramatic consequences - hence, the admonishment to keep a positive attitude. You want the best marketing material you can muster - written and visual.
You can stay ahead of the competition by focusing on your marketing material and tweaking it often.
Online dating is changing the way younger consumers think, act, and spend in huge ways. It's fundamentals of human behavior, how relationships start and end. To your point when you speak about. May 01, The basics in dating are about the quality of the personality girls seems attracted to. Confidence appears to be a winner. To get confidence is sometimes a catch 22 because to get it; you often need experience. And girls can" smell" (pick up on) if you have a lot of experience with girls in general. There are subtle shifts in your body language when you have confidence. Dating Fundamentals Love with your heart and mind. Beware of an open heart and closed mind.
In fact, one of the little secrets is that most dating sites rank profiles higher that show more activity. It's just like Google, but for dating.
Profiles will high activity and engagement move to the first page, top left. That is the ideal position to be in, and everyone who hits that page will scan your photo first and start comparing every other photo to you. So, ate your profile often with little tweaks - maybe throw in another leading question or two - and start rotating your primary photo about once a week.
If you create your profile but never ate it, you will slowly fade away on the search results pages for your area, no matter how good it is.
The online dating industry constantly chooses not to give their subscribers the fundamentals to help them succeed.
Instead, they focus on the next big tech, like "swipes," or "likes. They never offer ways to help subscribers with their core issue: Creating compelling profiles that get the right attention.
If there's someone online you find interesting, message them and mention something from their profile that caught your attention. You need to create a written profile intriguing enough to get people to ask you questions about it. These strategies need to be in your written profile to kick off the communication:.
These topics all help the people reading your profile to start thinking of questions to engage with you and get the conversation rolling. You need to be specific about what you're interested in and what you want in a partner.
You do not want to scare someone away with a statement like, "All I want is a nice guy, marriage, and kids soon. Take some time to work with your written profile and ask others to read it. Just over the cumulative history of humanity and monkeys. So the logical dopamine feedback loop there is that when you get that indication of interest, you get a very positive feedback loop neurological response.
And that is what Tinder is gaming, because just the indication of interest is a massively positive feeling.
But actually going on the date and getting to know somebody and all that? That's very stressful. And so people are basically optimizing for that dopamine hit, not for going on dates.
And that is Tinder's core business. The other businesses are trying to say, "When you get tired of that, you can come to this," and this is a dating thing. But, Tinder is taking advantage of an instinctual feedback loop. And the other platforms now are increasingly trying to say, "OK, if you really want to meet somebody So there's a lot of ads all over New York City subways right now for Hinge, and the line on the ad is "designed to be deleted.
It's a brilliant strategy. Sciple: As we're talking about Match and talking about the strategies these companies use to give you that dopamine hit and keep you on the platform, let's talk about Match, talk about monetization.
As you look at Tinder encouraging you to keep swiping, spend a lot of time on the app, those other ones are much slower paced, how does that affect the monetization runway of these apps? Any thoughts there? Draime: We think there's huge runway for monetization for Match in particular. That's been growing pretty steadily for the last couple years. But with Tinder Gold and Tinder Plus and all the different add-on purchases that you can do inside the apps, there's room to expand that feature set.
We think that's going to continue to grow. But we also see things that extend the reach of these apps beyond your smartphone. For example, I think it was last October, Hinge announced a partnership with Open Table, where through the Hinge app, when you have a date you can go into the Open Table section of the app and find a place to go. We think there's opportunities for extensions like that, where you can partner with restaurants, bars, whatever, to actually get people to pick that specific spot for the day.
McMurtrie: And I think at a high level, what's interesting about when you think about what is the monetization capacity of these businesses, there's advertising and partnerships, and there's premium subscriptions. Those are the visible vectors. But I think the way to think about it is, the tangential markets to dating, and the products and services being sold, are generally absurdly high-margin products.
We're talking about cosmetics. We're talking about liquor. We're talking about tickets, things like that.
So they now have a marketplace which controls the prime consumer in the to year-old category, that structurally has to spend money on that stuff to survive in the evolutionary process. And they control it. So the question is, over time, can they monetize by taking cuts in those adjacent verticals? Because people are already going to be buying those products so that they can compete on the apps.
Before, they would buy those products so that they could compete at the bar, at the club, at the event, they'd look good, feel good; they'd have ways to attract a date. But now it's all one place. I think the bull case for Match is a much better version, in my opinion, of the bull case for Grubhub. They actually control all of the demand.
So the question is, why would they not be able to monetize at a very high rate with cosmetic advertisements? Why would they not be able to monetize at a very high rate with ticket sales?
Agree, dating fundamentals can not
Why would they not be able to monetize at a very high rate with restaurants? And restaurants are a terrible business. But the point about restaurants is, a customer who comes in and buys three to six drinks is an infinity margin compared to a customer that buys a meal.
You're selling them vodkas, sodas, and beers that are massively high-margin products. So a restaurant can actually afford to pay a deceptively high amount if it can be validated with data that the customers being placed there are there to drink.
Draime: Yeah, it's just a question of, can these apps actually drive that? If that's the case, then we believe there's significant monetization potential. McMurtrie: The beautiful thing about Match, is they have so many platforms - this is really any tech business, but what's really cool about Match is, they can do really interesting testing of any of these ideas.
They don't have to change the whole platform. They can go in and they can tweak and they can pilot something just in New York.
They can pilot it just in New York under They can do cohort testing and very controlled testing, where they're not risking the platform in any way.
They're not going to change the overall platform in a way that can impair it. But, they can go in and test these things, get the verification data they need, and then go out to the monetization channel and say, "Look, we've proved this works.
That's what every ad sale is trying to be, but this actually has a very good case for it. That's the vector where we see monetization. I guess they can truly link that demand, aggregate that demand and really link it to where these people end up going on dates and capture some share of that value.
Obviously, Tinder, when you look at Match Group, is dominating the story. It's been driving a lot of the growth in revenue. When you look outside of Tinder at those sub-platforms they have - OkCupid is one - which one of those are you most excited about the prospects for? McMurtrie: Definitely Hinge. I think that you've got a few things. Tinder does well because it's a very gamified thing.
It's very low psychological commitment. It's kind of a meme. It's funny. So in new markets, particularly when they went to Europe and Asia and other places, it's very easy to get people to go on because it's this fun, fun thing.
A lot of people go on Tinder specifically in a very unserious way. But once online dating as a cultural phenomenon gets normalized in a market, then you start to see stratification of interest in terms of people actually wanting to date, people wanting to swipe, whatever. So Bumble, I think, is in an interesting position where they're straddling a few cohorts there.
And that's, I think, very clever. They've really outperformed what I thought they would do, because I felt initially that they had put frictions in their UI that made it really unpleasant to use. And I think for a lot of people, it's their least favorite app.
I think for a lot of women, it's their favorite. That's an interesting thing.
But they've just crushed it. But Hinge is the one within the Match universe that I'm the most excited about, because I think if you rebuild online dating today, in a world where it is normalized, you'd build Hinge. And Hinge is where they're doing the most product testing.
Hinge is where they're doing the Open Table testing. Hinge is, I think, the souped-up, complicated, custom hot rod they've got. Tinder is a very simple product. Hinge has a lot more inputs, a lot more data. They can see what type of things people care about. They can see how people try to approach other people. They can see hit rates across different entry vectors. So that's the most fascinating one to me by a lot. You call out in your paper, take a shot at Facebook's dating profile, when you look at the fall and referral of friends among the share in how people meet.
12 Signs You're Dating A Sociopath
When you look at Facebook's dating offering, do you view that as not a significant threat to Match? If so, why? McMurtrie: Yeah, and I would note, they called me and wanted to check me on that. Which, I appreciate it.
Everything, dating fundamentals sorry, that has
And their case is kind of like, they don't need to make any money on dating, because if this adds a network effect of Facebook, they can monetize across the whole platform. S, they don't need to do some of the gamification that leads to user dissatisfaction, because they don't need to ever make money on it. And that's an interesting case.
But I think younger people do not trust Facebook. And I don't think younger people want their dating to be done through Facebook. But I do think people who are, call it plus, particularly people who are plus, are extremely willing to date through Facebook. So I think they probably have the best positioning right now in how you capture that older segment.
When I talk to people who've used Facebook dating, I think the average age has been like 45 or I think Tinder, Bumble, and Hinge are dominating 35 and under, and I think Facebook has a really interesting niche in plus.
Doubtful. dating fundamentals think, that
That's a decently sized market. It's not nearly as big as the youth market. But they could have a little something there. I don't think it's going to necessarily fail. But I don't think it's going to compete in any serious way with the other platforms. Draime: Yeah. If you look at the growth metrics under the hood at Match, the launch of Facebook dating really didn't have any impact on those growth trends. McMurtrie: Yeah. There's just such a strong network effect in social normalization. And they've made it Facebook dating instead of Instagram dating, which is interesting.
I do think if they went through the Instagram vector, and they made an Instagram-specific dating product, that would be something we'd have to think about a lot more, because that's got an iron grip on the younger population. But Instagram thrives because of simplicity; I don't think they want to mess with their cash cow there.
I think tinkering with Instagram is a mistake, and I think they know that. But if they did decide to launch Instagram dating, that would be a lot more threatening, I think. Sciple: OK. Outside of Facebook and Match, is there any independently or companies aren't public today that you follow and are really excited about paying attention to going forward in this space?
McMurtrie: There are some matchmaking businesses. They're never going to have that type of scale, but I think they're great businesses, particularly the older cohort.
So they're willing to pay way more than I thought they would. And it makes sense if you look at it. I think those are there. Brent Beshore at adventur.
There's some other smaller ones. But those businesses rely on local networks and are day-to-day, human touch businesses. There's also some interesting ones. There's one based around Cornell, I'm forgetting the name, that really pioneered the whole "We're going to place dates at restaurants and bars and things. I think it's going to take some time before this works. I have been generally curious why these apps, what is the relationship with the app, and at the point in time where you meet somebody, why are they not serving up recommendations for dates and activities and things like that?
Because, like I said, you really have to compete on the quality of your dates. So I think that's an arms race. And I think that's something that can be monetized on. But it hasn't been done yet. That's really interesting. I think you have things like Minder, which is Muslim Tinder, and they really didn't think that hard on the name. But that's interesting.
"Dating is an incubator time of discovering the opposite sex, one's own sexual feelings, moral limits, relationship skills, and one's tastes in people." Dating gives a context to learn sexual self-control and other delaying of gratification. Why dating rather than friendship? When there are romantic feelings, it is more intense. May 10, Dating sites have fundamental strategies to increase your odds of success. If you want an advantage over others, you need to take the fundamentals to . Online dating services are now the second most popular way to meet a partner. The popularity of online dating is being driven by several things, but a major factor is time. Online dating presents.
And then you've got, increasingly niche - I think as an investor, on the private side, you can probably make a lot of money if you're able to target a very specific niche.
There's niches that are taboo, that people don't want to talk about in public, that are actually massive businesses. So I think there's some of those that remind me of MindGeek, which is the company that rolled up all the pornography websites, and they've made an enormous amount of money.
There's some things if you want into a little bit weirder cohorts that would do well. There's also ethnically centered apps. JSwipe, Minder, etc. And then you have the Chinese players. You've got Tantan, which is under Momowhich is on the Nasdaq. That still remains fairly small. It's not yet a driver. They've got a transaction happening right now. I think that's worth watching. I'm not sure yet that it's investable, but it's definitely something that we find interesting.
They're the Chinese mega. But the issue they have is, in other Asian countries outside of China - we spent some time in Asia this year - they have the lowest social prestige.
The No. A distant second is Tinder. And an even more distant third is Tantan. So, Tantan is considered a trashy, sketchy app in many countries, and there's some association with prostitution, things like that. That's going to hurt them. So, they've got to figure that out. They may have to launch a Hinge-type product to try to upscale the offering.
Assured, that dating fundamentals topic can not
Sciple: Yeah. Dan, this brings up a question that I've had and we haven't addressed yet. You mentioned Minder, the Chinese players. You saw with social media, particularly in China, there was a separate social media platform that dominated those countries versus the platforms that dominated in the U.
As you look to these online dating apps, do you see there being a few global dominant platforms? Or do you see these regional players emerging? McMurtrie: One of the big, if not the biggest advantage the United States has - a fellow fund manager I was in Bangladesh this year, and people are watching Netflixthey're watching YouTube, they're on Facebook.
Our TV shows are globally dominant.
Our films are globally dominant. That has a bleed effect, I think, in here. You also see it with luxury products. Aramis is Aramis everywhere. It's not just Armis in France. That, I think, is what's happening here, where a local brand will almost always have a lower prestige rank and safety rank and general perception than these major platforms.
And it's an immensely powerful thing in emerging markets, where people are still getting comfortable with these platforms, because they trust the Western brand platforms where there's already millions and millions of users. I think it's going to be very hard, barring government intervention and antitrust, things like that, for anyone to hit massive scale outside of Match in Bombay. Sciple: I hope you enjoyed that conversation on the online dating market. Tune in on Saturday to hear the rest of our conversation with Dan, where we dive into investing in Bangladesh and how to get the most value out of Twitter.
As always, people on the program may own companies discussed on the show, and The Motley Fool may have formal recommendations for or against the stocks discussed, so don't buy or sell anything based solely on what you hear. Thanks to Austin Morgan for his work behind the glass. Thanks for listening and Fool on! Investing Best Accounts. Stock Market Basics. Stock Market. Industries to Invest In. Getting Started. Planning for Retirement. Retired: What Now?