App Promotion Strategy

Dating App Loveflutter Reboots As A More “Quirky” Tinder

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On-line courting startup Loveflutter soft-launched in New York and the UK early final 12 months with a web site that aimed to match potential dates primarily based on shared pursuits. Up to now, so like practically each legacy courting service. However what made the UK firm doubtlessly stand out — ignoring the foolish launch marketing campaign that required customers to move an ‘fascinating’ take a look at earlier than signing up — was its use of Google-owned Freebase, the open database of individuals, locations and issues that powered the interest-graph behind Loveflutter’s match-making functionality.


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Harnessing the identical underlying “semantic” expertise, Loveflutter is rebooting considerably at this time with a mobile-first strategy aiming to be a extra “quirky” Tinder. Or, extra precisely, with a courting app that, together with interest-based matchmaking, asks you to current a unusual reality about your self in an try to guide with one thing apart from your photograph.

“Seems to be are vital however humour, wit and allure are simply as enticing and fascinating traits in potential companions,” Loveflutter co-founder Daigo Smith tells TechCrunch.

Regardless of Loveflutter’s iOS app utilizing the now fashionable Tinder modus operandi — swipe as much as “Cross,” swipe all the way down to “Like” — and requiring a reciprocal match to proceed, it shuns Tinder’s photo-centric strategy to looking profiles. As an alternative, the very first thing you see when swiping via potential matches is their 140 character or much less “Quirky Reality.” It then requires a long-press on the profile holder’s blurred-out photograph to disclose the individual behind the “reality.”

On how bootstrapped Loveflutter compares to the significantly better funded and IAC-owned Tinder, co-founder David Standen says: “We admire the simplicity of Tinder however in arguably over-gamifying issues, they’ve missed some essential steps wanted to assist individuals get on precise dates. By focusing merely on appears you’re risking a date with awkward silence, we’ve all been there! Loveflutter’s concentrate on two forms of attraction, studying an fascinating reality first earlier than revealing a photograph, offers you an perception into persona earlier than appears.”

One other key differentiator is the way in which Loveflutter doesn’t simply provide help to discover a potential match, however, do you have to start messaging your potential date, will immediate you with options of the place to truly meet. It does this by making use of information from location-based search app Foursquare and its personal curiosity graph, eradicating a few of the problem and awkwardness of not solely asking the individual out, but in addition choosing someplace to go or one thing to do.

“Tinder presents no performance past the messaging stage when you’ve been matched, leaving you to work your magic alone,” provides Smith. “This a part of the consumer journey, the trail to organising a date between two individuals, is an untouched area by way of performance and it’s right here the place ‘Recommend-a-Date’ comes into it’s personal.”

Bootstrapped or not, Loveflutter has a London-based staff of seven and has partered with Crab Artistic to develop its iOS app, whereas additionally working with promoting/PR company Havas Worldwide, and scholar advertising consultants BAM UK, to assist appeal to customers. As any startup taking part in within the on-line courting app area is aware of, consumer acquisition (and retention) is essential; such is the character of a really aggressive and crowded business. The corporate additionally counts early Twitter investor Jeff Pulver as an adviser.