the science behind swipability
Post on 11-Feb-2017
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The Science Behind
SWIPABILITY
#FHtrends
(Otherwise known as a week on Tinder)
Humans are innately social beings who have always
craved and created relationships.
#FHtrends
But those connections and relationships have shifted and
evolved throughout history.
#FHtrends
Humans are innately social beings who have always
craved and created relationships.
Because of social media, human connection doesn’t
necessarily have to occur face-to-face.
#FHtrends
#FHtrends
Enter: Online Dating Services
#FHtrends
Giving us the butterflies and excitement of real human interaction, from the
comfort of our bathrobes, since Match.com launched in 1995.
Enter: Online Dating Services
#FHtrends
Yep, 1995.
#FHtrends
So in the spirit of reminiscing on 1995, let’s take a minute to
think about some other things that happened that year.
#FHtrends
So in the spirit of reminiscing on 1995, let’s take a minute to
think about some other things that happened that year.
Ebay.com
launched.
#FHtrends
Ebay.com
launched.
Alanis Morissette’s Jagged
Little Pill was released.
So in the spirit of reminiscing on 1995, let’s take a minute to
think about some other things that happened that year.
#FHtrends
Ebay.com
launched.
So in the spirit of reminiscing on 1995, let’s take a minute to
think about some other things that happened that year.
Sony released the
original PlayStation.
Alanis Morissette’s Jagged
Little Pill was released.
#FHtrends
Ebay.com
launched.
JNCO jeans saw its
first spike in popularity.
So in the spirit of reminiscing on 1995, let’s take a minute to
think about some other things that happened that year.
Alanis Morissette’s Jagged
Little Pill was released.
Sony released the
original PlayStation.
#FHtrends
(Now back to your regularly scheduled programing.)
#FHtrends
In recent years, we’ve seen a sharp increase in usage
of online dating services, which is largely due to the
abundance of dating apps now available through a
mobile device.
#FHtrends
And with nearly 40% of the single population using such
services, we knew there was something to learn from this
behavioral trend.
So we joined Tinder.
#FHtrends
For one week.
#FHtrends
And it was scary.
#FHtrends
#FHtrends
And it was insightful.
#FHtrends
And it was interesting.
But mostly really scary.
#FHtrends
#FHtrends
The first thing you need to understand about Tinder is that
it is all about swiping.
And you have two options:
#FHtrends
The first thing you need to understand about Tinder is that
it is all about swiping.
And you have two options:
#FHtrends
(which means uninterested) (which means interested)
Swipe Left Swipe Right or
The first thing you need to understand about Tinder is that
it is all about swiping.
#FHtrends
And for all of you visual folks out there...
#FHtrends
Swipe Left
And for all of you visual folks out there...
#FHtrends
Swipe Left
Swipe Right
And for all of you visual folks out there...
Aside from learning how to swipe, we uncovered three
interesting truths from the 50 million Tinder users
and their 850 million daily swipes.
#FHtrends
Aside from learning how to swipe, we uncovered three
interesting truths from the 50 million Tinder users
and their 850 million daily swipes.
#FHtrends
Truths that could shape the
way brands build relationships with consumers.
#FHtrends
Lesson one:
#FHtrends
Lesson one:
Approachability really matters.
#FHtrends
The first step in building a relationship with anyone
requires approachability.
#FHtrends
And in our experience on Tinder, two main factors
influenced approachability:
#FHtrends
And in our experience on Tinder, two main factors
influenced approachability:
1. Having a defined personal image
#FHtrends
And in our experience on Tinder, two main factors
influenced approachability:
1. Having a defined personal image
2. Being humble
and
#FHtrends
Those two qualities pretty much guaranteed someone
was approachable.
#FHtrends
So if we were going to plot it onto a graph,
it might look something like this...
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
#FHtrends
Now let’s think about what type of person might live in
each of those quadrants and what the action on Tinder
might look like, starting with:
defined image + proud
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
This is someone who has specific
interests that align with their
image, and they are really proud
of who they are.
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
Someone like this:
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
Action:
Swipe left because they are overly
confident about themselves.
#FHtrends
Let’s move through the rest of the graph.
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
This is someone who is still
figuring out who they are, and
they mask their insecurities under
a false sense of confidence.
Action:
Swipe left because they are overly
confident about themselves.
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
Someone like this:
Action:
Swipe left because they are overly
confident about themselves.
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
Action:
Swipe left because they seem
arrogant, but can’t back it up.
Action:
Swipe left because they are overly
confident about themselves.
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
This is someone who might be
nice, but is quiet and hard to read. Action:
Swipe left because they seem
arrogant, but can’t back it up.
Action:
Swipe left because they are overly
confident about themselves.
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
Someone like this:
Action:
Swipe left because they seem
arrogant, but can’t back it up.
Action:
Swipe left because they are overly
confident about themselves.
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
Action:
Swipe left because they seem
arrogant, but can’t back it up.
Action
Swipe left because you don’t
know what they’re thinking.
Action:
Swipe left because they are overly
confident about themselves.
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
This is someone who is open and
honest about who they are, but also
has a warm and welcoming demeanor.
Action:
Swipe left because they seem
arrogant, but can’t back it up.
Action
Swipe left because you don’t
know what they’re thinking.
Action:
Swipe left because they are overly
confident about themselves.
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
Someone like this:
Action:
Swipe left because they seem
arrogant, but can’t back it up.
Action
Swipe left because you don’t
know what they’re thinking.
Action:
Swipe left because they are overly
confident about themselves.
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
Action:
Swipe right because you know
what to expect. They are easy to
talk to and have something to say.
Action
Swipe left because you don’t
know what they’re thinking.
Action:
Swipe left because they seem
arrogant, but can’t back it up.
Action:
Swipe left because they are overly
confident about themselves.
#FHtrends
Lesson two:
#FHtrends
Lesson two:
Humans.
#FHtrends
Lesson two:
Humans. Are.
#FHtrends
Lesson two:
Humans. Are. Creeps.
(No but really.)
#FHtrends
#FHtrends
To be more specific, humans do creep.
#FHtrends
To be more specific, humans do creep.
And the creeping happens very early on.
#FHtrends
To be more specific, humans do creep.
And the creeping happens very early on.
In pretty much every type of relationship.
#FHtrends
To be more specific, humans do creep.
And the creeping happens very early on.
In pretty much every type of relationship.
Romantic relationships.
Friendly relationships.
Brand relationships.
#FHtrends
As a brand, you should expect consumers to behave
the same way.
#FHtrends
In our experience on Tinder, people creeped for a few
different reasons:
#FHtrends
In our experience on Tinder, people creeped for a few
different reasons:
1. To find out what a person’s image was
#FHtrends
In our experience on Tinder, people creeped for a few
different reasons:
1. To find out what a person’s image was
2. To see how a person interacted with others
#FHtrends
In our experience on Tinder, people creeped for a few
different reasons:
1. To find out what a person’s image was
2. To see how a person interacted with others
3. To uncover any potential points of connection
#FHtrends
Keep these things in mind when you think about a
potential customer creeping on your brand.
#FHtrends
Keep these things in mind when you think about a
potential customer creeping on your brand.
Chances are, they are creeping for the same reasons.
#FHtrends
Lesson three:
#FHtrends
Lesson three:
You do you, honey.
(But choose your words carefully.)
#FHtrends
Recent research performed on Tinder claims that people
who are honest about themselves, while balancing
humility, get more “swipe rights” than those claiming to be
wonderful at everything.
#FHtrends
But it’s also important to understand that relationships
evolving over social can be limiting.
#FHtrends
But it’s also important to understand that relationships
evolving over social can be limiting.
A few pictures, posts and back-and-forth conversations
don’t always tell the entire story.
#FHtrends
Since the space we have to share our stories is small, the
stories need to be accurate depictions of who we really
are. And the words we use to tell those stories are really
important.
#FHtrends
Let’s consider an example.
#FHtrends
Think about someone who says:
“I’m embarrassingly uncoordinated, but I love to jog.”
#FHtrends
versus someone who says:
“I just finished my fifth marathon in record time.”
#FHtrends
Those two statements both help define who the person
is, but the first one will generate more swipe rights
because it takes a more humble approach.
#FHtrends
And people appreciate that.
Those two statements both help define who the person
is, but the first one will generate more swipe rights
because it takes a more humble approach.
#FHtrends
(So it’s okay if you don’t tweet about all the awards your brand has won. )
#FHtrends
Now, let’s go back to our graph example, but this time,
we will explore brands instead of people.
#FHtrends
It might look something like this...
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
#FHtrends
And now for the swiping layer...
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
Action:
Swipe left because it is
intimidating and out-of-reach.
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
Action:
Swipe left because it is
intimidating and out-of-reach.
Action:
Swipe left because we don’t
know who they really are.
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
Action:
Swipe left because it is
intimidating and out-of-reach.
Action:
Swipe left because we don’t
know who they really are.
Action:
Swipe left because it is difficult
to understand. It started selling
shoes to give shoes, but now
sells bags and clothes?
Defined Self-Imaged
#FHtrends
Ambiguous
Humble Proud
Action:
Swipe left because it is
intimidating and out-of-reach.
Action:
Swipe right because the
brand is approachable
and you know what to
expect.
Action:
Swipe left because we don’t
know who they really are.
Action:
Swipe left because it is difficult
to understand. It started selling
shoes to give shoes, but now
sells bags and clothes?
In other words, when it comes to
approachability, people hold brands to the
same standards they hold other humans to.
#FHtrends
#FHtrends
So for brands that are trying to create new
relationships, perhaps we consider...
#FHtrends
Placing a stronger emphasis on being approachable,
So for brands that are trying to create new
relationships, perhaps we consider...
#FHtrends
encouraging connection by making sure you’re fun to creep on,
Placing a stronger emphasis on being approachable,
So for brands that are trying to create new
relationships, perhaps we consider...
#FHtrends
encouraging connection by making sure you’re fun to creep on,
and balancing humility by letting others say the nice things about you.
Placing a stronger emphasis on being approachable,
So for brands that are trying to create new
relationships, perhaps we consider...
#FHtrends
In short, be less of these
#FHtrends
In short, be less of these
And more of this
Thank you.
FH Texas Planning & Insights
#FHtrends
Let’s connect.
Ryan Smith Abby Graves
@ryanpaulsmith
ryan.smith@fleishman.com
@ajgraves920
abby.graves@fleishman.com
#FHtrends
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