The primary objective of Tinder’s TikTok community management has been to authentically engage with the Gen Z audience by reflecting real, unfiltered dating experiences. Gen Z’s preferred space for conversation is on TikTok, particularly within the comment sections where they often engage directly with content and brands. Our goal was to foster meaningful interactions by leveraging TikTok’s native tools and trends to showcase Tinder not as a typical brand, but as a peer participating in the conversations that matter most to this audience. By incorporating humor, sarcasm, and real dating experiences, we aimed to build deeper connections and drive authentic engagement with the app, positioning Tinder as a trusted and relatable brand.
On TikTok, we implemented a community-first strategy, engaging directly in the comments sections and responding to user-generated content (UGC). We embraced TikTok's emphasis on viral trends and the platform’s ability to bring humor and authenticity to content. Tinder’s approach was to communicate in a way that felt natural to Gen Z, using the platform’s native tools like comment stitching and video responses to engage in real-time with the trends, while also participating in meme culture and dating jokes that resonated with users.
We identified key trends and took them further by tailoring them to Tinder’s brand voice. Posts such as “He sent me a voice memo and I responded ‘OK’”, “Making my boyfriend do an interpretive dance” and “Women in Male Fields” embraced the fun, sarcastic tone that Gen Z gravitates towards when it comes to dating, especially women. We didn’t just create content but actively joined conversations and amplified humor that felt relatable and real. This approach established Tinder as a creator rather than a brand broadcasting its service, allowing users to see Tinder as a more approachable and fun entity.
Additionally, we encouraged users to engage with Tinder in ways that felt like peer-to-peer interactions, fostering a sense of community and breaking down the walls of the typical brand/consumer divide. The overall aim was not only to engage in ongoing dialogue but also to maintain a consistent tone that reflected the unpolished, authentic nature of modern dating.
Tinder’s TikTok community management strategy has seen outstanding results, proving Tinder’s ability to effectively engage Gen Z in an authentic and viral way. In just one month in 2024, we garnered over 1 million comment likes on TikTok alone, with one comment receiving over 300,000 likes in less than 24 hours, showing the virality and deep engagement generated through Tinder’s authentic presence. Our content around current trends also saw significant engagement, for example, our “Women in Male Fields” video had an eRate 100% above benchmark with views 96% above benchmark.
The approach successfully positioned Tinder as a brand that doesn’t just market a product but lives in the same conversation space as its users.
Through humor, boldness, and staying on top of trends, Tinder not only captured the attention of users but also maintained its position within the broader cultural zeitgeist. TikTok has since become a key space where Tinder’s brand voice resonated most strongly with users, driving long-lasting engagement and ensuring the app was top-of-mind within dating conversations.
