Icelandic authors garner immediate success on Tinder dating app
Forlagið Publishing, an Icelandic book publishing company, has revealed an unconventional advertising strategy for their Christmas books - marketing them on the popular dating app, Tinder.
Egill Oern Johannsson, the CEO of Forlagið, expressed surprise yet satisfaction with the success of this unanticipated avenue. "We advertise globally on the web using various platforms, including Google ads and Tinder," he explained. The CEO noted that, amongst the multitude of dating ads, their book advertisements managed to capture user attention ten times more frequently than anticipated.
Upon further analysis, the most popular authors on the dating platform were found to be Arnaldur Indridason and Kristin Eiriksdottir. Interestingly, the highest level of engagement came from users aged 65 and over.
Johannsson attributes this unexpected success to the widespread usage of Tinder and its market penetration. The platform boasts over 300 million users, boasting a strong presence amongst younger demographics but also extending its reach to older age groups [2][5].
While traditional book advertising usually involves print media, bookstores, and online platforms like Amazon, Forlagið's Tinder advertising experiment seems to have resonated with a new generation of digitally engaged readers who may not necessarily be reached through traditional methods.
Johannsson expressed his excitement about the Christmas sales this season, stating that this innovative advertising venture has proven to be a fun and surprising hit. This coincides with the news, released by the Icelandic Research Center for Shopping and Leisure, that books and board games topped the list of most popular Christmas gifts this year.
It should be noted that while advertising books on Tinder can be effective for capturing the attention of younger readers, the effectiveness for older users may not be as pronounced compared to traditional advertising channels, as older demographics tend to trust and engage with them more frequently [2][5]. Nonetheless, a hybrid marketing strategy blending targeted digital ads, like Tinder, with traditional media could potentially maximize book advertising effectiveness across all age groups.
In summary, Forlagið Publishing has daringly ventured into advertising its Christmas books on Tinder and discovered significant success with a tenfold increase in user engagement compared to expected rates. This new approach bodes well for reaching younger, digitally engaged readers, while maintaining traditional advertising tactics for older demographics to maximize overall book sales during the holiday season.
- Forlagið Publishing's advertising strategy for their Christmas books now expands beyond traditional platforms, as they also advertise on Tinder, a popular dating app, attracting the attention of younger readers more than anticipated.
- In addition to the success on Tinder, Forlagið also advertises globally on the web, including tech-oriented platforms like Google and lifestyle-focused social media for broader book engagement across various age groups.
