Tinder's video experiments with brands could pave way for users, says co-founder Sean Rad

"Almost uniquely among social networks, its millenial user base is only able to share images. However, speaking to The Drum at Cannes Lions Festival of Creativity, Rad said the popularity of advertisers' videos on its app has prompted it to consider extending its product, adding "eventually users will have the ability to leverage video in their profiles". "It's complicated, but we're figuring out the right way to do it for users," he said."

"It comes as the social network - which allows users to virtually meet other people in a local area - has ramped up its efforts with advertisers with units such as 'branded profiles' and video. Fox entertainment, for example, recently worked with Tinder to create 'profiles' for characters in its TV series The Mindy Project. He claimed branded profiles achieve an average 20 per cent engagement rate but the view rate and click through rates on its first video ads - with Bud Light on the 'Whatever, USA' campaign - were "shocking"."

""Video works incredibly well from a brand perspective. There's one school of thought that's video on other platforms works because it's symbiotic and fits with the content around it but that can lead to blindness," Rad said. "You don't have blindness on Tinder. Video gives brands an opportunity to stand out." But how does he think its user base feels about this interruption? "To his surprise" there has been little backlash. Currently it has made eight billion connections across 196 countries. People are 'swiping' 97,200 per minute and the average user will spend around 11 minute a day flicking through profiles of potential matches."

The platform's millennial user base currently can only share images. The popularity of advertisers' videos on the app has prompted consideration of adding video to user profiles. The addition is complex and requires a careful implementation to suit users. Advertising has expanded with branded profiles and video, including Fox Entertainment creating character profiles for The Mindy Project. Branded profiles achieve an average 20 percent engagement rate, while early video ads, including a Bud Light campaign, generated "shocking" view and click-through rates. Video offers brands an opportunity to stand out without the ad blindness common on other platforms. User backlash has been minimal, and the platform reports eight billion connections across 196 countries, 97,200 swipes per minute, and an average session of about 11 minutes.

Read at The Drum