In the video interview, Sean Rad, founder and president of Tinder, explained the marketing strategy, as well as the math and science behind the swipe.

Tinder is gaining popularity among Millennials, as well as brands that want to target the group of 18-to-34-year-olds. Its success can be ascribed to one thing: the swipe.

A social network built for dating, Tinder has been used by Millennials "obsessively" to find potential matches, according to Sean Rad, the company's founder and president. In order to monetize its growing user base, the app introduced its first ad last year, which was a promotional video for Bud Light.

Meanwhile, Tinder tapped into native advertising in the form of promoted profile. On average, this type of campaign can achieve a more than 20 percent swipe-right rate, Rad said at Cannes.

The effectiveness of Tinder's advertising products lies in the swipe that gives users full control over their experience. Since users can make a decision by simply swiping left or right, brands are less likely to be perceived as annoying or interruptive when they serve ads on the platform.

"The beauty of Tinder is that users can control their experience," Rad said. "For users who haven't opted in to hear a brand, the experience is fine, because they can simply swipe [an ad] off. There's no hostility towards that brand."

The swipe is far more complicated than it looks. "People think the swipe is just a simple directional motion. But there's actually so much math and science going behind the physics of the swipe. And we are constantly improving it and tweaking it," Rad said.

How can brands leverage Tinder to target Millennials? What are the thoughts and decisions behind the swipe? Watch the video interview with Rad to hear what he had to say.

Video (Read more...) SapientNitro

Additional Reporting: Yuyu Chen

Homepage image via Shutterstock.

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