Music is a common denominator for many romantic and friendly connections, making it the perfect addition and competitive differentiator to their platform. With the integration, a user’s Spotify preferences are linked to their profile, and viewers of the profile can click the link to be taken to the artist’s Shopify page for exploration.
Bumble Bizz would be the third mode on Bumble’s platform, creating a simple and professional space for users to network in their area. Similar to LinkedIn in profile features, Bumble Bizz differentiates their feature by not positioning themselves as a job search or hiring platform.
Bumble Bizz is a space for users to fill out their skillset, upload a resume, and post professional pictures to connect with other users. Women are still required to make the first move in Bumble Bizz, reinforcing the message that whether romantic or otherwise, all men and women interactions should be comfortable and welcome.
The aim of apps and websites is all the same – keep your users on your app for as long as possible. Cater to their needs and desires in a way that keeps them on your app, your ability to drive revenue directly correlates with time spent by your user base.
By adding calling capabilities directly from the app in 2019, Bumble eliminated the need for users to exchange phone numbers before they were ready. This benefit is two-fold. It strengthens their message of comfortability and safety for women by allowing them to protect their personal information until they are comfortable and it keeps users on the app for as long as possible.
Along with simple messaging and calling features, Bumble allows users to make video calls as well. This simple, yet key feature, is a great way for users to interact, build trust, and ultimately move online dating to the real world with a lessened threat to safety and lowered potential risk.
Key takeaway #4 – all-in-one strategy
Looking at the features that set them apart from other competitors, it’s clear that Bumble’s goal is to be a one-stop shop for their user base. In the way that Instagram and Facebook have become retailers, Bumble’s strategy is to serve as the “hub hookup websites Sioux Falls of connection” for all random social connections. In an age where meeting new people can be an anxiety-ridden and difficult task, they want to be the segue for all human interaction.
Perhaps one of Bumble’s strongest marketing strategies is its key content marketing. By growing their user base around many interests, i.e. dating, relationships, friends, music, business, they have opened up their ability to create curated content plans exponentially.
Content marketing is the creation of consumable content for your audience that keeps them engaged with your brand across their digital lives. Social media posts, Youtube videos, and blogs are all considered content marketing. Bumble has thrived in its ability to take one brand and give it several avenues of relevant content to create. While we’ve discussed this in terms of their social media strategy, their blog content is equally noteworthy.
Blogs allow brands to educate their audience and position themselves as experts in the topics of their industry and are an asset for organic web traffic. What Bumble has done with this is allow themselves to create informative blogs relevant to all of their industry ties and educate the internet with their articles. Not only is it great for keeping their users invested and engaged with the Bumble experience, but they’re allowing more and more organic users across the web to find and connect with them based on their interests.