Female Gen-Z Digital Opps: Tinder appoints new AOR amid digital spend increases (Score 74)

Sales lead: This appointment will likely lead to higher paid social spend and possible additional agency hires. 

• Tinder recently named Movers + Shakers social media & culture AOR. 
• The agency is responsible for posting on TikTok, Instagram, X, and Threads. 
• It will also support Tinder brand campaigns on social channels.

Target demographic: Gen-Z women

The company will likely:

• Revamp social media strategy
• Keep ramping up digital spend
• Continue building out the agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Tinder spent approximately $16.8m on digital display ads YTD, a drastic increase from $872.4k spent in this channel during the same time period of 2022. 
• YTD data: 1.5b impressions via YouTube (71%) and Instagram (29%). 
• 2021-2022 spend: Full-year spend equaled $1.8m in 2021 and $1.5m in 2022. 
• Ad location: It placed 100% of these ads directly onto youtube.com and instagram.com. 

Additional channel insights  

• Top podcasts sponsored: The Bert Show, The Kyle & Jackie O Show, Slate Culture, The Flop House, and The David McWilliams Podcast. 

Agency analysis:

• Opportunity: Agency hires tend to follow one another, so get in touch now to offer your service. 
• Current roster:
  • VaynerMedia: media AOR
  • Mischief @ No Fixed Address: creative AOR
  • Movers + Shakers: social & culture AOR

Insight Sources: Digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser.