2018 was the year of the dating app in India.
Tinder India has been making headlines with their TVC - “#adultingcanwait” - It’s a spunky new TVC featuring a twenty-something, trying to find her way through the maze (phase?) of life leading to adulthood; it’s garnered over 7 million views in just 7 days! And Priyanka Chopra has been busy promoting a female-oriented dating app - “Bumble”, that she’s recently invested in.
Bumble claims to be much more than a dating app - you can not only meet potential partners, but also make friends and network on the app; the best part though, is that women have to make the first move on the app before men can contact them. Girlpower!
Talkwalker, a Luxembourg-based social media analytics company, takes a closer look at the buzz, using their platform. It analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.
We reproduce the findings in two parts:
Mentions: On the basis of pure mentions, Tinder is ruling the roost with almost 9k mentions from Dec 1 - Jan 3, and Bumble has about 500 results only. The number of people talking about Tinder too is more as compared to Bumble - 1,300 vs 227.
It is interesting to note that the two major spikes for Tinder occurred right after they released their YouTube Videos in December. The #mymove video on December 14 which led to 973 mentions on the following day (the highest in December) and 544 mentions on December 24 - the day they released their #AdultingCanWait TVC on Youtube. Bumble on the other hand has its highest number of mentions on December 6, the day of their launch party in India which was attended by the newly-weds: Priyanka Chopra and Nick Jonas.
Demographic Data: Who’s talking about the two dating apps? It’s interesting to see that Tinder is talked about mostly by men, 66.3% whereas Bumble, being a female-oriented app is being talked about mostly by women 56.7%.
Both apps are most popular among the Gen Y age group (25-34). It’s interesting to note that Bumble is exclusively being spoken about by people in the 18-34 age range.
Next week: Which cities speak about dating apps openly and what are the related hashtags of people talking about Tinder and Bumble?
(Talkwalker provides social media software to protect, measure and promote brands.)
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