How to install ad creatives from dating apps

How to install ad creatives from dating apps

So we figured it could be good for this fourth put up of our advert inventive collection to try how courting apps promote. And see what sort of a app set up campaigns do they run on in-app advert networks.

If you wish to take a look at earlier put up from this collection:

To do that evaluation we use information shared by the Cell Motion platform. This information offers us a way of what sort of advert creatives they used on 7 completely different networks: Fb Viewers Community, AdMob (so UAC advertisements), Unity and Vungle.


The advert intelligence information from Cell Motion is particularly sturdy for Android, so we targeted on a number of the greatest advertisers for the Android apps (a variety of the creatives are very related for iOS and Android). Beneath are the apps we checked out and their rank of their respective class.

Fascinating to see how these apps categorized themselves relying on their strategy

As a component of comparability, we additionally appeared on the Fb feed advertisements run by these apps (extra about discovering you opponents’ advertisements right here).


Basic stats about their promoting

Supply: Cell Motion Intelligence Knowledge

No shock there: Fb Viewers Community (FAN) is clearly the advert networks the place essentially the most creatives have been examined. It’s the case for many apps, and for courting apps (very social apps) it makes much more sense.

In the event you’ve learn a few of our earlier posts the place we checked out advert creatives in several classes, you understand that a variety of the advert creatives used on FAN are additionally (and sometimes primarily) utilized in different Fb placements (particularly Fb feed). In actual fact all these apps evidently they’ve tried FAN for some restricted time frame and appear to not be utilizing it an excessive amount of anymore. So the evaluation of those creatives is extra related when contemplating how they’re used for Fb feed advertisements or different Fb channels.

Solely two different advert networks appear to be used: AdMob through Common App Campaigns and Unity (by Badoo and Tinder).

What we’re seeing within the chart above is the advert creatives depend, and it doesn’t mirror how a lot every channel is used. For this, you wish to have a look at the % of impressions indicated by Cell Motion for every app. For instance Badoo’s prime 5 advert creatives are all used on Unity and signify about 97% of impressions for the app. In order that they’ve by no means actually used FAN a lot (nonetheless they run a variety of app set up advertisements within the Fb feed).

Supply: Cell Motion Advert Intelligence

Versus most different classes we’ve checked out to this point, the unfold between pictures and movies is fairly even. We will think about that it’s because only a photograph of a possible “date” or a photograph with a few indications can already be fairly highly effective and compelling to somebody seeking to meet individuals.

Supply: Cell Motion Advert Intelligence

In terms of the video advertisements facet ratios, it’s attention-grabbing to see that it’s the panorama format that dominates, with the sq. facet ratio being an in depth second. Even once we have a look at advert creatives solely on the Fb Advert Community the cut up is fairly even between sq. and panorama.

For the apps nonetheless really utilizing FAN, it is perhaps attention-grabbing to additionally take a look at portrait 9:16 creatives because the advertisements are in all probability typically displayed in portrait apps.

Trying on the content material itself of the video advert creatives within the prime 5 for every app, listed below are the primary varieties of content material:

  • Characteristic focus (consumer expertise, relying on the app: discovering individuals round you, swiping, and so forth.)
  • Testimonials (individuals sharing their expertise or couple photos)
  • “Storytelling”
  • Individual speaking about idea (particularly for localized movies)

Our favourite creatives from essentially the most used video advertisements

Amongst the highest 5 video advert creatives which were used essentially the most by every of the apps (utilizing the proportion of impressions given by Cell Motion), we chosen 3 we like and are consultant of what appears to carry out nicely.

Some are quite simple and easy, and a few required extra work from a video manufacturing perspective.


That is the everyday “testimonial” advert for Bumble, who’s utilizing a variety of these of their Fb promoting.

It’s tremendous easy, and meant to look consumer sourced (or perhaps really used). This advert inventive already has had greater than 1.5 million views and has due to this fact been used so much by Bumble.

To allow them to have some consistency between advertisements of this sort, the caption has the Bumble colours.

It’s attention-grabbing to notice that Bumble depends closely on this type of creatives, in addition to on “couple testimonials” with 2 individuals telling extra about their tales.

With their current tremendous bowl advert, they’ve additionally spinned off just a few prime quality advert creatives with Serena that they’re testing.


Like most different courting apps OKCupid additionally has video creatives which can be testimonials or visuals of {couples} collectively, normally with the angle of “substance” vs. profile photograph as that is their strategy.

What they’ve been utilizing essentially the most nonetheless on Fb Viewers Community (and Fb feed) are advert creatives on the DTF idea they launched greater than a 12 months in the past now. In the event you’re not within the US and haven’t seen any OKCupid billboards or subway advertisements, the DTF idea is a twist they gave to the acronym (initially All the way down to F***).

It is a fairly good strategy and it will need to have labored pretty nicely since a 12 months later they’re nonetheless leveraging the idea and designs, a minimum of in digital.

The advert inventive with essentially the most impression on Fb Viewers Community is the one beneath (though they’ve since stopped campaigns on FAN), and a number of different variations (so much in static) are at present utilized in Fb feed advertisements.

This offers a way of how a holistic strategy may be applied. It’s sturdy from a branding perspective and may final for some time.

It’s attention-grabbing to additionally see different courting apps like Tinder taking a robust “stand” with their strategy (they now have #SingleNotSorry and #AdultingCanWait advertisements in dwell motion video).


Though we really feel the execution and high quality of the dwell motion photographs would achieve from being improved, evidently Happn has discovered the kind of creatives that work for them.

Right here too they have a tendency to decide on one thing that’s in keeping with the distinctive strategy of the app: reconnecting with somebody you crossed path with.

They’ve been utilizing a number of creatives round that “reconnection” idea, with variations in a number of languages. As a result of some variations should not have actors speaking, they’re additionally capable of localize them pretty simply (so long as the actors may look native) by simply altering the voice over and subtitles/finish playing cards.

Right here is an instance with essentially the most used advert creatives on Fb Viewers Community in keeping with Cell Motion.

As talked about earlier like a number of different apps Happn doesn’t appear to be utilizing FAN anymore, nonetheless by  the creatives they use for Fb feed advertisements that is an strategy they’re utilizing so much (with some movies totaling greater than 500k views already).

It additionally appears that they’re upping the standard a bit, and their newest creatives there look much less novice.

We hope this put up gave you some good insights into how a number of the prime courting apps promote on in-app advert networks, what sort of advert creatives they use to accumulate new customers and how one can get inspiration from them.

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