Every business has an ad spend limit. And so, the marketing team must be selective and consider their purchase intent, venue and media options, the potential for contribution to business growth, and maintenance of brand reputation, among other things. And for those who are marketing to the LGBTQIA+ community, it is best to go where they are – online dating apps. Here’s a rundown on advertising on Her vs. Taimi.
Advertising on the Her Dating Platform
in 2016, the Seeher movement was formed to focus on portraying a positive image of women and girls, identifying gender bias, promoting a gender equality agenda, and in general working to eliminate gender bias in media, marketing, entertainment, and more. It is a leading global movement launched by the Association of National Advertisers and The Female Quotient, an organization that quantifies gender bias in all aspects of society. It supports every gender equality measure for women and girls and works to provide an accurate portrayal of women and girls everywhere. And yes, the gender equality measure includes a focus on advertising media.
What does Seeher have to do with advertising on dating apps? While it was launched a year earlier than 2016, the dating app HER may have foreseen the Seeher movement, for founder Robyn Exton promoted the same agenda that Seeher spearheaded a few years later, in the form of a lesbian dating app. Her mission was to provide a safe gathering spot for lesbians to connect for relationships – platonic or romantic. Over time, this gathering place expanded to include queer women of every gender representation – lesbian, bisexual, non-binary, trans, etc. Today, it boasts more than 4 million users all over the world – that’s a significant business growth, and certainly one that captures advertisers’ attention.
Why HER is a Good Advertising Option
Queer women have money to spend. And because HER has the research methodology to allow targeting within its user base (age, location, relationship goals, and other traits).
Her is one of the fastest growing platforms in the world with a dedicated focus on lesbian, bisexual, and other queer women.
People on HER are very active. This means they will see your ads more than people on other apps who are not regularly active. The more who see your ads, the greater the chance for purchase.
HER has one of the first data-driven methodology systems that allows advertisers to track members benchmark success of ROI, so advertisers can analyze and alter their campaign development.
HER offers a brand safe advertising ecosystem
How to Advertise on Her
Her offers several options for advertising:
- In-app advertising can be in two forms – fully paid ad spend or providing a partnership “referral” fee for products or services sold on the site.
- Social media marketing on HER platforms including Facebook
- Sponsored content, banner ads, etc. that can be targeted to specific user groups, via its data-driven methodology.
Considerations When Advertising on HER
While advertisers have access to that first research methodology to aid in driving growth of their ad revenue, they must also understand that they have a limited audience – queer women. If their larger audience is ultimately the LGBTQIA+ population, they will have to go elsewhere with their ad dollars. HER may not be their best option if they want to engage a wider audience for driving growth.
Brands should also consider values alignment before they choose HER as an advertising partner. Some questions to ask include:
- Are our products a fit for a progressive, sapphic audience?
- Does our messaging align with educated and politically engaged lesbians and bisexuals?
- Would our ads stand up to the kind of scrutiny used by the Seeher effort?
- Do our targeting efforts engage gender bias?
Advertising on the Taimi Dating Platform
The world of LGBTQIA+ dating apps is growing, and the representation of a wider net for advertising development purposes is growing too. When placing ads, you may want to consider a platform like Taimi.
What Makes the Taimi App a Good Choice?
The simple answer is the term “inclusivity.” Taimi welcomes, recognizes, and honors anyone, no matter their past, current, or potential identity or sexuality. Taimi is all about discovery, diversity, and exploration. Full inclusivity guides all that Taimi does. In a world where many queer spaces “other” those who are exploring and questioning, that’s an important distinction.
Additionally, even though Taimi’s focus goes beyond a single gender, the platform is still a safe and welcoming space ladies. Movements like Seeher have had a profound impact on many LGBTQIA+ dating platforms. Seeher along with other social movements have inspired a new approach to online dating where platforms are built from the ground up to meet the needs of their target audience members rather than simply retrofitting apps created with a hetero, male gaze.
If you want to advertise to the entire LGBTQIA+ community or any segments within that community, you will find an audience.
How to Advertise on Taimi
Taimi is all about relationships with its advertisers so that they can craft a marketing plan that will work both in-app and elsewhere. Among the options are:
- Banner ads targeted to specific segments of the LGBTQIA+ spectrum.
- Native ads w/ unobtrusive content
- Partnerships on social media platforms – Facebook, Instagram, TikTok, Twitter, etc.
- Partnerships for event sponsorship
- Sponsored and targeted emails and push notifications
- Direct in-app ads
- Location-specific ad placement
Things to Consider When Advertising with Taimi
Taimi’s reach is all over the world. Depending on where an advertiser wants to “go,” using location-specific targeting will be critical – always available at Taimi. Every client has a dashboard and can easily pick and choose.
Clients can also use their dashboard to target based on a variety of other factors – demographics, current gender identity, interests, perceived socioeconomic status, location, previous social media activity, and even previous engagement with the client.
Although Taimi does not have a direct relationship with the leaders who spearheaded the Seeher movement, successful advertisers should familiarize themselves with the principles behind that. Brands that want to successfully engage lesbian, bisexual, and trans audiences should know that they are dealing with a population that is goal-driven, smart, and media literate. They won’t respond well to pandering, gaslighting, or sexism.
Taimi attracts users who fall within all sub-categories on the LGBTQIA+ spectrum, often those who do not find mutuals on other dating apps. In general, though, they are smart, progressive, fashionable, tech-savvy, and constantly connected. They want to do business with companies that share their values and provide ad content that resonates.
Taimi Vs. Her Ads Pros & Cons
As you consider where to spend your ad dollars, here are some pros and cons to consider.
Shared Pros
- plenty of format options
- Clients receive personalized treatment in building ad campaigns
- Use of data methodologies targeting
- Easy to use client dashboards
- Social media options on Facebook and other platforms
- Commitment to gender quality that meets or exceeds the standards of Seeher and other initiatives
Pros for Taimi Only
- Reaching a far wider audience than most other apps
- Reaching lesser-known and under-served members of the community
- Reaching a broader range of relationship goals
Shared Cons
- Reaching only those who are engaged in online dating
- Ad campaigns may be trial and error until the right ones are found
Cons for Taimi Only
- Will not have the in-depth reach with all queer women that HER has
Cons for Her
- Reach limited to queer women
