Icelandic authors find success on Tinder dating app
"Holy hell, never would've thought Forlagið Publishing would be flogging their Christmas books on a swipe-right app like Tinder!" chuckles Egill Oern Johannsson, CEO of the publishing company. "But lemme tell ya, I'm damn glad they did!"
The marketing meeting this week with advisors was filled with jubilant discussion about their unexpected success in amateur romance territory. While Forlagið is known for advertising widely on newspapers, websites, and the usual suspects—they've also been sneakily hawking their holiday reads on Tinder.
"Yep, you got it," affirms Johannsson. "We've got ads all over the web, even on Google, appearing randomly on pages – and you know one of 'em is Tinder. I shoulda figured folks poured into that app without expecting book ads, right between love-seeking profiles."
Apparently, the advertising rates on Tinder are off-the-charts, ten times more than what they're known for. If that ain't a sign of a marketing goldmine, I don't know what is.
"You could say Forlagið was quite the catch on Tinder," Johansson continues. "When we analyzed the results, it turns out our most popular authors – Arnaldur Indriðason and Kristín Eiríksdóttir – were the ones who hit it big on Tinder."
"Now, don't jump to conclusions about their popularity on Tinder," he qualifies. "I ain't been on that app myself. But what really surprised us was that interest in our books was anything but boy-meets-girl – it was highest among users aged 65 and over!"
He goes on to say just how pleased he is with the season's sales and that this unconventional advertising has been a source of delight. "I reckon this shows what a book-loving bunch Icelanders are, especially around Christmas time. And it follows the recent survey from the Icelandic Research Center for Shopping and Leisure, which found books and board games were the most popular Christmas gifts this year."
To explain this intriguing demographic success, let's dive into a few possibilities:
- Nostalgic appeal: Older adults often treasure traditional values and may find comfort in stories that evoke warmth, family, or nostalgia. Advertising on Tinder, a platform centering on connections, could resonate with this demographic searching for tales that reflect their cherished memories.
- Digital adoption: Tinder might seem like a youngster's playground, but its user base is expanding across all ages. Older adults may be more open to using Tinder, exploring digital platforms to connect with others.
- Targeted advertising: Tinder's targeted ads help reach specific audiences based on their interests and demographics. If Forlagið properly identified and targeted older users with literature or holiday themes, that could explain their success in this age group.
- Emotional engagement: Many Christmas books focus on emotionally engaging stories, family reunions, or heartwarming themes, which could appeal to older adults who value these narratives.
- Surprise factor: Seeing book ads on a dating app might be unexpected and appealing to seniors, who may take delight in the novelty of such advertising on a platform primarily used for romantic pursuits.
By leveraging these factors, publishers can improve their advertising campaigns on platforms like Tinder, engaging with older demographics through personalized, emotionally resonant content. Happy swiping!
Forlagið's unconventional advertising on Tinder, an app typically associated with dating, has been surprisingly successful in reaching older adults, with authors such as Arnaldur Indriðason and Kristín Eiríksdóttir seeing increased sales. This success may be attributed to the nostalgic appeal of Christmas books, increased digital adoption among seniors, targeted advertising, emotional engagement, or the surprise factor. By strategically advertising on platforms like Tinder, publishers can tap into this untapped demographic and boost their sales throughout the holiday season. In the future, it will be intriguing to observe how social-media platforms like Tinder impact the news, advertising, entertainment, and technology industries, as they continue to evolve and dominate the digital landscape.
