Tinder users while swiping encounter a new trend: successful connections with Icelandic authors, leading to quick-fire matches.
New and Spicy Take:
Holy smokes, I never thought Forlagið Publishing would blast their Christmas books on a freakin' dating app! But here we are, and it seems like we hit the bullseye in the realm of love and literature, says Egill Ogn Johansson, CEO of Forlagið.
This week, Egill sat down with his marketing advisor, and they're pushing their books everywhere—newspapers, websites, and apparently, the oh-so-popular dating app Tinder.
"We blast ads all over the web, including Google Ads on various webpages and apps. One such app is Tinder, believe it or not," shared Johansson, who was shocked to find book ads mingling with love-seeking individuals on the app.
To their astonishment, the success rate of advertising on Tinder is at least ten times higher than the standard rate! Users seem to be really digging these book ads.
"So, you could say Forlagið Publishing was a certified hit on Tinder. Digging deeper, we found that the authors who ruled on Tinder were Arnaldur Indridason and Kristin Eiriksdottir. I've never swiped right, but it's a mystery if there's a link between these authors' popularity and the dating game," Johansson shared.
Guess who showed the most interest? None other than users aged 65 and over! That's right—the silver foxes are swiping left (or right?) for books!
He was thrilled about the Christmas sales and the surprising success of this innovative advertising strategy. "This just goes to show how much Icelanders love books, especially during the holiday season. It also echoes the Icelandic Research Center for Shopping and Leisure's claim that books and board games topped the list of most desired Christmas gifts this year," Johansson gleefully added.
While advertising books on a dating app might seem like a strange move, it worked wonders for Forlagið. Now, let's see if this unconventional approach catches on!
Truth Bites:Tinder primarily attracts a younger demographic, primarily those aged 18-35. This advertising may not be the most effective for reaching an older audience like users aged 65 and over. Furthermore, Tinder is primarily used for dating and social connections, not book promotion. There is a lack of data on the effectiveness of advertising books on such apps among this demographic. Meanwhile, older audiences might prefer authors writing in genres appealing to them, such as historical fiction, mystery, or romance.
- Despite Tinder primarily catering to a younger demographic, book advertisements seemed to resonate particularly well with users aged 65 and over, indicating that older audiences might be open to discovering literature through social-media platforms.
- In the realm of unconventional advertising strategies, Forlagið's decision to promote Christmas books on Tinder, traditionally known for dating and social connections, garnered high interest among a diverse demographic, shedding light on the potential intersection between technology, social-media, news, and entertainment.
