How we advertise ourselves in the modern romantic marketplace

Written By: Zapriana Date: 19.02.2019

Are you single and using social media to present your attractive qualities to potential romantic partners? You’re probably using digital marketing techniques without even knowing it. What does this mean? Let’s explore advertising in the modern romantic marketplace.

Love me Tinder 

The most striking example of the modern day romantic marketplace can be found in dating apps- the most popular of which is undoubtedly Tinder. A quick Google search for “Tinder tips” conjures up over 74 800 000 results- many of which are lengthy, comprehensive articles backed up by “expert” dating advice and often cold, hard data. The purpose? How to get noticed by potential partners.  

The advice most commonly found includes how to frame and edit your pictures to make them more appealing, how to write a bio that attracts as many people as possible and how to “convert” a conversation on the app into a date quickly and efficiently. Sound familiar? 


Any digital marketing agency knows that design is of upmost importance- and so do Tinder users. 

Let’s start with your profile image- the first thing that catches the attention of your target audience, i.e. cute singles who come across your profile. Anyone browsing through guys on dating apps knows that pretty much every profile you swipe through will have at least one photo of them holding a cute, small animal- usually, a puppy. Marcus from refers to such photos as “chick-crack”- not the most elegant term, but you get the point. So, either 95% of dudes on Tinder are passionate animal lovers, or they’re using imagery they know will make them more appealing to their target audience as a result of various psychological and biological factors. 

It isn’t just puppies though- most people curate the best photographs for their dating profiles, showing off assets which they perceive would appeal to whoever they’re looking to attract. Gender stereotypes often play into this strategy, which is why guys tend to show off wealth and status symbols, while girls tend to show off their physical attributes. By doing so, many of these users are watering down their identities until they’re the most generic version of what they assume their target market is looking for.


Every digital marketing agency should have a content team in charge of creating effective copy. But dating app aficionados know the power of words in closing a deal as well. 

First, let’s talk about your bio. Is it too long? If you aren’t careful, you can lose potential dates by harping on about boring stuff like your interests and personality. Rather keep it short, punchy, and tell them what they want to hear- after all, you want to attract as many potential candidates as possible- it’s a numbers game, right? 

When it comes to striking up a conversation, worry not- you can optimise that as well. According to Cosmopolitan, users are most active on Tinder on Sunday evenings- so feel free to use such  digital marketing insights to maximise your effectiveness when looking for love. 

The “Sales“ Journey

A curious thing you’ll find in many of these articles is the explanation of how to “convert” a match into an IRL (In Real Life) date. Yes, the term used is actually “convert”. It’s nothing more than sales pitch techniques that work just as well for convincing a customer to buy a food processor as they do convincing the future mother of your children to meet you in person. 

There’s an emphasis on efficiency and a particular disdain for having a conversation that’s more than 5 minutes long (because heaven forbid you get to know a person before wanting to meet them). An impatient attitude which makes it clear that what many users are looking for on these apps is instant gratification, as opposed to investing time and effort into building a meaningful relationship with another person. 

The effects of effectiveness 

Although dating apps have millions of users globally, they have their fair share of opponents. According to Naomi Schaefer Riley of the New York Post, Tinder is tearing society apart by creating a culture in which there is “no room for feelings”

While it’s true that using various means to make oneself more appealing to potential partners has always been a thing, never in the history of our world has the dating world been so systematised and driven by perceived “profit”, as opposed to a genuine desire to grow alongside someone else. I know I’ve sounded pretty cynical throughout this article, but can you blame me? 

The marketing industry is known for being cutthroat and having a kind of cold cynicism about it. While I may love the strategy and brainpower that goes into it, I’m not sold on the idea that it should be integrated into our romantic lives. A toaster breaking two months after I was convinced to buy at an in-store activation, I can stomach. But a relationship falling apart because it was built on an insincere sales pitch? Not so much.