Gen-Z, LGBTQ+ Opps: Hinge taps CMO, plans higher spend in 2022 (Score 60)
At the end of 2021,
Jackie Jantos became the CMO at Hinge; she succeeded incumbent Nathan Roth, who joined Hinge as CMO in 2018 but departed in 2021. Jantos most recently served as CMO and advisor at Dashlane; before Dashlane, she was at Spotify, serving as global brand and creative VP. Now, Jantos will initially focus on building awareness and appeal for Hinge among Gen-Z and/or LGBTQ+ individuals.
Jantos did reveal that Hinge will boost its already "multi-million dollar" marketing budget by 25% compared to 2021, though she didn't announce more specifics. One key focus will be on testing emerging media channels such as Twitch and TikTok; Hinge will team up with creators and influencers in the dating and relationship world while expanding its social impact program. This program has historically involved partnerships with companies such as Headspace, a meditation app that helped Hinge's users calm their pre-date nerves.
People have been on dating apps during the pandemic more than ever, and Hinge has, along with many others, adjusted to offer ways to date during the crisis. It will continue launching new products and features, which Jantos mentioned will have support from innovative marketing. One might even go as far as to say that the success of these product launches will hinge on innovative marketing. Sellers should contact soon to determine more details regarding Hinge's changing strategy.
Hinge dubbed itself as "designed to be deleted"; the focus of its marketing on how much its leaders want people's stay on the app to be as brief as possible sets it apart from competition. It's also one of the only Match-owned apps that allows people to match and message for free, though it does also offer less restricted, paid options. Its main competitor is Bumble.
Let's move on to spend for now. In 2021, iSpot reports that Hinge allocated roughly $521.3k toward national TV, less than half of the roughly $1.3m it spent in 2020. 2021's commercials targeted a male-skewed audience via programs such as SportsCenter, NFL Football, Below Deck Mediterranean, SportsCenter With Scott Van Pelt and The Real Housewives of Beverly Hills.
According to Pathmatics, the dating app brand ended up spending approximately $2m on digital ads in 2021, down 23% from the approximately $2.6m it spent in 2020. In 2021, Hinge earned around 142m digital impressions via desktop video (52%), Instagram (40%) and Facebook (8%) ads. Last year's desktop video ads were placed site direct onto hulu.com (91%) and youtube.com (9%).
Additionally, Magellan shows Hinge has aired 42 podcast ads within the past 12 months.
Remember, the brand is currently targeting Gen-Z and/or LGBTQ+ consumers via digital, paid social, OTT, YouTube, Twitch, TikTok and podcast advertising. Remember, it's also working with influencers. Sellers able to offer relevant ad space should contact soon to do so. As I brifely mentioned, spend will pick up serious speed under Jantos's leadership.
Agency & martech readers - As you know, CMO appointments often lead to agency reviews; get in touch to remain top-of-mind. Red Antler is currently Hinge's creative AOR.
