Love & Loyalty: How Dating Apps Use Merchandise to Spark Connections
When you think of dating apps, what readily comes to mind are picture swipes, profiles, and awkward first messages. Not branded tote bags or fine hoodies. But here’s the secret that many app founders already know: you need merchandise to build loyalty. You need it to spark conversations about your app and turn users into your biggest advocates.
If you’re running a dating app (or any platform built on human connection), your first hurdle will be to get people to download your app. Then you need to get them to stick around after downloading. And that’s where brilliant merchandise marketing comes in.
Why Does Merchandise Work for Dating Apps?
When you’re in the business of connecting people, trust is everything. Your app users need to feel that they’re seen, safe, and understood. And your merchandise, when you get it right, becomes a physical symbol of that trust.
For example, Hinge once launched a quirky “designed to be deleted” campaign, selling merch items directly to its active users.
This does two powerful things:
- They make your app users feel special
- They create conversations about your app offline
The Emotional Hook
Brand merchandise works best when it makes people feel something. For dating apps, this often means playing into emotions like nostalgia, hope, and humour.
When users see themselves in your brand merchandise, they’re more likely to associate your app with positive experiences and stick around longer.
How Dating Apps Can Do It Right
If you’re a dating app brand, here are a few ways to make it work:
- Make it exclusive: Limited runs of merchandise create a sense of urgency and value. For instance, imagine a “First-Date Kit” box with mints, a mini perfume, and a conversation starter card, only available to users who set up their first date through your app.
- Connect it to milestones: People love celebrating their wins. Reward couples who met on your app with anniversary gifts, such as mugs or photo frames. Not only does it make them feel special, but they’ll also share it online.
- Tie it to a cause: People want brands that stand for something. A tote bag where part of the proceeds go to a mental health charity makes your users feel like they’re part of a bigger mission.
- Take advantage of live events: If you’re hosting a speed-dating night, hand out branded T-shirts or enamel pins that attendees will keep long after the event ends.
Where UCT (Asia) Comes In!
If you’re thinking, “All of these sound great, but where do I even start?” That’s where UCT (Asia) comes in.
We help brands create merchandise that people actually use and share. Our process makes sure:
- Your merch matches your brand voice and story.
- It’s made with quality materials, so it lasts a long time.
- The design stands out, making it more shareable on social media.
Instead of wasting your money on low-impact freebies, let’s help you craft items that spark conversation and keep your brand in your customers’ daily lives. Reach out to us today to get started!
