Truth in advertising hits internet dating
Sixteen years later, he’s the vice president of brand marketing for that startup, e Harmony, which is now one of the most successful and largest subscription-only dating websites on the market How did e Harmony grow from a startup with no users to a mammoth with 45 million users? In fact, things were pretty bad in the first couple of years, Langston says, as the company relied solely on PR and online marketing and could initially only manage a “small trickle” of users.With its minute base, e Harmony became “good at apologizing and asking people to hang in there” while competitors continued to enter the market.“This is a total virgin science,” Brooks quips with a restrained laugh from his deck in Malta.Brooks runs Courtland Brooks, an agency that provides strategy, marketing, business development, and media relations for companies in the online dating world.Marketing minds from multiple online dating platforms, some old and some new, weigh in on how they plan to thrive with a fickle and ever-changing demographic.In 2000, Grant Langston was asked to be a copywriter for a new startup website. He hesitated before taking it; the job was in Pasadena and he was pretty comfortable at home in Los Angeles.
Pew Research Center reports that while few users were online dating in 2005, 15% of all Americans have used online dating sites or apps at some point as of 2015. Pew also recently reported that the share of 18-to-24-year-olds who use these platforms has nearly tripled from 10% in 2013 to 27% today.
Melanie Shreffler, senior editorial director of “The Cassandra Report” by Engine Group, which looks at emerging trends and youth behavior of people ages 14 to 34, found that platforms are looking to give a more realistic experience to win over more users.