Matchmakers on Tinder find success with Icelandic authors
**"Here's an intriguing twist to the holiday season for Forlagið Publishing," grins Egill Örn Jóhannsson, the CEO, sporting a surprised smirk. It seems Forlagið found a goldmine on an unlikely platform - a dating app!
Meeting with his marketing advisor this week, they discovered that aside from newspapers, websites, and traditional advertising methods, Forlagið has been marketing their Christmas books on Tinder. Yep, you heard that right - the popular dating app!
Jóhannsson, who thought they'd tire of digital ads cropping up on every webpage, finds the success on Tinder pleasantly surprising. "We thought we'd cast a wide net with our web ads - with Google ads popping up on different webpages and apps. One such app was Tinder," he shares, chuckling at the thought of love-seeking individuals being bombarded with ads for their books.
According to him, the response rate on Tinder, to everyone's shock, even the advisory board's, is at least ten times more than what's typically known in the advertising world.
A Shocking Demographic Interest
What's even more intriguing is that the age group showing the most interest in their ads? That would be the 65 and older crowd! So, it seems the seniors are swiping right for more than just a romantic connection!
Jóhannsson raises his eyebrows at this revelation, adding, "I've never personally been on Tinder, so I can't say for sure if this tells us something. But our data indicates that popular authors on the dating program were Arnaldur Indriðason and Kristín Eiríksdóttir. Maybe there's a hidden love for literature among Tinder users over 65..."
Needless to say, he's thrilled about this holiday season's sales and calls this newfound advertising avenue a fun and surprising hit. "You know, this just shows how much Icelanders love books, especially during the festive season. As we recently heard from the Icelandic Research Center for Shopping and Leisure, books and board games were the most popular Christmas gifts this year. Talk about keeping it old-school!"
An Unconventional Venue, But Is It Effective?
Advertising books on Tinder, particularly among seniors, might seem like a far cry from the typical strategy. Here's why:
- Tinder's user base is primarily geared towards younger age groups. While there are some mature users, the majority might not fall into the 65+ demographic, making targeted advertising less effective.
- Alternative platforms like Facebook, dedicated dating apps for mature singles, or literary websites might be more practical for reaching seniors, as they might cater more to book lovers.
- Digital ads on platforms like Google, Facebook, or Amazon can be targeted precisely based on interests and demographics, potentially reaching book readers more accurately.
- Traditional methods like literary events, book clubs, or local community engagement often yield better results for building a loyal audience through word-of-mouth promotion.
- As dating apps have been associated with scams, especially concerning seniors, there might be safety and trust issues to consider when promoting books on such platforms.
In conclusion, while Tinder offers some reach among seniors, it might not be the most efficient platform for advertising books aimed at this demographic. More targeted methods like social media, literary events, and community engagement could prove to be more fruitful for Forlagið Publishing."
Egill Örn Jóhannsson, the CEO of Forlagïd Publishing, contemplates the effectiveness of advertising books on Tinder. Despite the unexpected success among the 65 and older demographic, he questions if this platform is the most practical for reaching book lovers. Moreover, he considers alternative methods such as literary events, book clubs, or targeted social media like Facebook as potentially more fruitful for building a loyal audience through word-of-mouth promotion.
