Meeting success on dating app Tinder, Icelandic authors surprisingly catch the attention of numerous users
In an unexpected turn of events, Forlagið Publishing has found remarkable success in advertising their Christmas books on the dating app, Tinder. The CEO of Forlagið, Egill Örn Jóhannsson, was initially shocked to learn about this unconventional marketing strategy. However, he has since expressed his delight with the Christmas sales this season.
The success of Forlagið's Tinder advertising was a surprise to the advisory board as well. The executive mentioned that he is unsure if there is any significance to the popularity of certain authors among Tinder's older users. Regardless, interest in Forlagið's Christmas books on Tinder was highest among users aged 65 and over. Arnaldur Indriðason and Kristín Eiríksdóttir were the most popular authors on Tinder for Forlagið Publishing.
Tinder is primarily used by younger users, typically those in their 20s and 30s. For older users, alternative platforms might be more suitable. The audience match on Tinder is less likely to be engaged with book advertising compared to platforms like Goodreads or Facebook, which are more book-oriented. Spending on Tinder might not yield the same return on investment (ROI) as these platforms where users are more interested in literature.
However, Forlagið's advertising on Tinder underlines the interest Icelanders have in books, especially during the holiday season. The news about this topic was written by Kristinn Magnússon, as stated in the source link.
Forlagið advertises their books worldwide on the web, including Google ads that appear on various webpages and apps. One of these apps where Forlagið's Google ads appear is the Tinder app. In between dating ads on Tinder, individuals were also shown ads for Forlagið's Christmas books. The new venue of advertising on Tinder has been a fun and surprising hit for Forlagið Publishing.
If you still want to target older users on Tinder, consider the following strategies: niche content, partnering with influencers who have a following across different age groups, and using Tinder's demographic targeting options to focus on older users, though this might be less effective than on other platforms.
When compared to other platforms like Goodreads, Facebook, Amazon, and BookBub, Tinder might not be the most effective choice for advertising books, especially to older users. These platforms cater specifically to book lovers, offer advanced targeting options, and have larger user bases and broader demographics, making them more suitable for book advertising.
Egill Örn Jóhannsson is pleased with the success of the Tinder advertising and met with his marketing advisor this week to discuss potential future strategies. Despite the initial surprise, it seems that Forlagið's foray into unconventional advertising has paid off.
Social-media platforms like Tinder, often associate with younger audiences, have shown an unexpected interest in books, especially during the holiday season, as demonstrated by Forlagiod's successful advertising of Christmas books on the app. However, for ads to reach a more mature demographic, it may be beneficial to consider strategies such as niche content, partnering with influencers across various age groups, and utilizing Tinder's demographic targeting options, even though these strategies might be less effective than on more book-oriented platforms like Goodreads or Facebook.
