Matched Icelandic authors swarm Tinder, stirring intrigue among users
Forlagið Publishing, an Icelandic publishing house, has reported an unexpected success in advertising its Christmas books on the dating app Tinder. Egill Oern Johannsson, the CEO of Forlagið, admits he was taken aback by this development but is now satisfied with the outcome.
Johannsson clarified in a meeting with his marketing advisor this week that Forlagið is advertising not only in newspapers, on websites, but also on Tinder. He explained that their books are being advertised worldwide on the internet, including through Google ads on various webpages and apps, with Tinder included in the mix.
Contrary to popular dating platforms, Tinder offers a surprisingly high success rate in advertising, as users seem to respond more frequently to the ad-supported content, Johannsson revealed. Interestingly, the most engagement came from users aged 65 and older.
Johannsson attributed this development to the popularity of authors like Arnaldur Indriðason and Kristín Eiriksdóttir on the dating program. Though he did not delve into the implications, he highlighted the finding as an unexpected twist.
Johannsson expressed his happiness with this season's Christmas sales and deemed this new advertising approach as a fun and surprise hit. The success of Forlagið on Tinder reflects the strong interest Icelanders have in books, particularly during the holiday season, aligning with yesterday's news that books and board games were the most popular Christmas gifts this year, according to the Icelandic Research Center for Shopping and Leisure.
In general, book advertisements on Tinder might reach a broad, young urban audience but are likely less successful compared to platforms like Facebook, Instagram, TikTok, or Goodreads, where audiences are more directly interested in books or can be precisely targeted due to their interest in books or literary content. Despite this, Forlagið's experiment with Tinder advertising has proven to be a fruitful endeavor for the publishing house.
- In a surprising turn of events, Forlagið's CEO, Egill Oern Johannsson, has revealed that their Christmas books are being advertised not only in newspapers and on websites but also on Tinder, reaching users worldwide.
- Johannsson also mentioned that Tinder offers a surprisingly high success rate in advertising, with users aged 65 and older showing the most engagement, an unexpected twist that could be linked to the popularity of authors like Arnaldur Indriðason and Kristín Eiriksdóttir on the dating program.
- Despite the general assumption that book advertisements might find less success on Tinder compared to more traditional platforms like Facebook, Instagram, TikTok, or Goodreads, Forlagið's experiment with Tinder advertising has proven to be a fruitful endeavor, demonstrating the strong interest Icelanders have in books during the holiday season, as highlighted by the Icelandic Research Center for Shopping and Leisure's recent news.
