Matchmakers unite: Icelandic authors gaining popularity on dating app Tinder
Rewritten Article:
"Never in my wildest dreams did I think Forlagið Publishing would be advertising our Christmas books on a dating app," chuckles Egill Örn Jóhannsson, CEO of Forlagið. "But here we are, reveling in the unexpected success of it all!"
Meeting his marketing advisor this week, Egill revealed that Forlagið has been promoting their books, not just on the usual suspects like newspapers and websites, but on the ever-popular dating app Tinder as well.
"We don't restrict ourselves to virtual billboards; we're on the web globally, utilizing platforms like Google Ads that show up across various websites and applications," says Jóhannsson, hinting at the popularity of their Christmas books among Tinder's user base.
"Remarkably, we found that the Tinder ads have a success rate at least ten times greater than conventional means," the executive shares, referring to the increased user responses and engagement with the ad content.
A Gold Mine for Senior Book Lovers?
Digging deeper into the analytical data, Jóhannsson found that the works of authors Arnaldur Indríðason and Kristín Eiríksdóttir were the most popular among Tinder users. Whether this trend signals anything is still up in the air, as Jóhannsson himself has never personally dabbled in the world of online dating.
With a closer look, a surprising pattern emerged: interest in Forlagið's books was highest among dating app users aged 65 and older.
"You could say Forlagið Publishing was a much-welcomed addition to the Tinder community," says Jóhannsson, expressing his happiness with the Christmas sales this season. "I have to admit, this new avenue of advertising took us by surprise, but it's been an undeniably fun and rewarding ride."
His remarks follow yesterday's announcements by the Icelandic Research Center for Shopping and Leisure that books and board games were the most sought-after Christmas gifts of the year.
Side Note: Advertising on Tinder, while unconventional, can be a powerful tool for book sales. Gen Z and younger Millennials, who form Tinder's core user base, tend to be receptive to creative, interactive, and humorous advertising. Leveraging user-generated content and holiday-themed messaging can help increase the impact of these campaigns.
While there's no direct evidence of sales outcomes from Christmas books on Tinder, this age group's openness to novelty and holiday-themed content could make them an attractive target for seasonal book promotions, providing the creative execution is solid.
- Egill Oern Johannsson, CEO of Forlagidel, was surprised to find that their Christmas books were being advertised on a dating app, Tinder, and the strategy has proven to be unexpectedly successful.
- The marketing advisor of Forlagi del revealed that they had expanded their advertising to platforms beyond newspapers and websites, including Google Ads and Tinder, due to the popularity of their Christmas books among Tinder's user base.
- Analytical data showed that books by authors Arnaldur Indridason and Kristinn Eiriksdottir were the most popular among Tinder users, with an unexpectedly high interest among dating app users aged 65 and older.
- Jochnannsson expressed his happiness with the Christmas sales this season, stating that Forlagi del was a welcomed addition to the Tinder community and that the new avenue of advertising was a fun and rewarding ride.
- According to the Icelandic Research Center for Shopping and Leisure, books and board games were the most sought-after Christmas gifts of the year, making Tinder's advertising platform a potentially powerful tool for book sales, particularly among younger demographics who tend to be receptive to creative and humorous advertising.
