Matched swiftly on Tinder, Icelandic authors gain rapid popularity
In an unexpected turn of events, Iceland's Forlagið Publishing has found success in advertising its Christmas books on the popular dating app, Tinder. The unconventional approach has yielded impressive results, with response rates at least ten times higher than expected.
The CEO of Forlagið, Egill Örn Jóhannsson, expressed his surprise and delight with the campaign's success in a discussion with mbl.is/Kristinn Magnússon. He attributes the success to the app's young, socially active user base, which aligns well with the genres popular among these age groups, such as young adult fiction, fantasy, and romance.
Tinder's recent features targeting Gen Z and Millennials, like the Double Date option, suggest a user base engaged with social, fun interactions. This engagement could translate to higher engagement with book ads that tap into these interests.
Forlagið's advertising strategy includes using Google ads on various webpages and apps, with one of the platforms being Tinder. The company also promotes its books widely for the hugely popular Christmas sale in newspapers, on websites, and on Tinder.
The Icelandic Research Center for Shopping and Leisure reported that books and board games were the most popular Christmas gifts this year. Interestingly, the interest in Forlagið's Christmas books on Tinder was highest among users aged 65 and over.
The success of Forlagið's Tinder advertising campaign underscores the potential of unconventional marketing strategies. While monetizing through advertising on free apps like Tinder is feasible via mobile ad networks, publishers must craft ads that resonate quickly and stand out amid a non-book-centric environment.
The effectiveness of advertising books on Tinder may be more niche and experimental rather than broadly proven. However, for publishers targeting younger, socially active demographics, this approach could be worth exploring, especially in creative, interactive formats that leverage Tinder’s unique social dynamics for higher engagement.
Among Forlagið's Christmas books, authors Arnaldur Indriðason and Kristín Eiríksdóttir were the most popular among Tinder users. This trend suggests that the right combination of author and genre can lead to significant success in unconventional marketing platforms.
As the holiday season approaches, Forlagið's innovative approach to book marketing on Tinder serves as a reminder that sometimes, the most effective strategies are those that challenge the status quo.
The CEO of Forlagið, Egill Oern Johannsson, acknowledges the success of their Tinder advertising campaign for Christmas books, attributing it to the app's young, socially active user base, aligning with genre preferences such as young adult fiction, fantasy, and romance.
Interestingly, the interest in Forlagið's Christmas books on Tinder was highest among users aged 65 and over, indicating that unconventional marketing strategies, like advertising books on social media platforms, may have broader appeal than initially assumed.
