Us dating apps can be making a splash in Asia, however a brand that is chinese mostly underneath the radar is near at their heels.
China’s favourite dating application is now the fifth-most popular in India by mixed monthly active users on iOS and Android os phones, based on the analytics company App Annie.
In-may 2018, Tantan didn’t function among the list of top ten, but zoomed towards the position that is fourth July. This has since slid one spot following a launch of US-based Bumble in data from App Annie shows december.
|Top dating apps in India|
|(as on May 2018)||(as on March 2019)|
|1. Tinder||1. Tinder|
|2. Happn||2. Happn|
|3. Azar||3. Azar|
|4. Badoo||4. Bumble|
|5. OkCupid||5. Tantan|
Pronounced tan-tan as with “sun tan,” Tantan translates in Mandarin to “talk.” Launched in 2014, the software bears a resemblance that is high the US’s Tinder, and ended up being obtained by the Chinese social networking Momo in February 2018. Tantan has over 90 million users that are registered Asia.
The Indian fantasy
“India is just one of the fastest growing internet areas in the field, ergo it is important to show up and win into the market that is indian” Tantan said in a message to Quartz. “After carrying out a soft launch in Asia, we discovered more info on the marketplace and users which aided us in serving the marketplace better.”
Tantan isn’t alone. India is flooded with Chinese apps in the last couple of months, a number of which such as for instance video-sharing software TikTok and e-commerce platform Club Factory have already been growing quickly caffmos.
Professionals say there’s a reason India is really a concern market for these Chinese apps. “Once they mature in Asia, Asia could be the only destination these apps can visit. Chinese apps have very low acceptance in the West,” said Yugal Joshi, vice-president at Everest Group consultancy.
Nonetheless, their run in Asia happens to be definately not smooth.
With more than 300 million Indian users, TikTok happens to be a raging success in the united states. Yet, in April, a court that is indian banned the application in the grounds so it reveals kids to obscene content and predators. Google and Apple’s app shops pulled straight down TikTok for just two times, which triggered a loss in around $1 million, based on its moms and dad business ByteDance.
While Tantan up to now hasn’t faced such problems in Asia, it offers gotten flak back in China, where it had been prohibited final month. Though the reason behind the ban is ambiguous, it is known to become a part of the government’s that is chinese crackdown on online obscenity.
brand New advertising
Tantan has been able to rise through India’s crowded market that is online dating a hefty marketing blitz like Bumble, that has roped in Bollywood celebrity Priyanka Chopra Jonas for promotion campaigns both online and on television.
However the app that is beijing-based been marketing aggressively on TikTok. The approach stands apart since it enables Tantan to cultivate its individual base beyond just the metro towns and cities, as TikTok is renowned for having a reach into the country’s tiny towns.
“This is just a typical technique that Chinese apps have taken. They actually do a large amount of marketing on video content sites and apps like TikTok, in which the individual spends considerable time. Almost all their packages are arriving from all of these platforms,” said Sateesh Meena, senior forecast analyst at Forrester analysis consultancy.
Tantan additionally operates ads on other media that are social like Facebook. Nearly all of its current advertising is aimed at males, Facebook’s Ad Library programs. This contrasts utilizing the online dating industry’s struggle in India because of an abundance of male users but an unpleasant dearth of females.
Besides, Tantan’s catchphrase, “Date for genuine,” points towards its increased exposure of the lack of fake pages in the application. Such pages tend to be utilized in Asia for illegal activities such as for instance operating prostitution rackets.
“Tantan supplies an experience that is real users to allow them to satisfy genuine individuals on the internet and fundamentally meet offline. Unlike other apps, you don’t run into fake pages on Tantan,” Tantan’s statement stated.
The app’s technology allows it to trace and take away profiles that are fake it included. “Apart from our bodies, our moderation helps to ensure that we curate genuine pages. We have been quickly coming out by having a verification function in Asia where users can validate their pictures because of the assistance of technology,” it stated.
Nonetheless, unlike other people like Tinder, Tantan will not even ask for a few of the very basic details from the users, whom for example have only to deliver a nickname in the place of their names that are real.
“In a nation like Asia, the dating marketplace is nevertheless brand new and young with an important quantity of prospective users aren’t comfortable in revealing their identity,” the company’s statement said. “With our narrative, we make an effort to persuade such users to be genuine using their identities to help you to locate genuine matches, and yes it is working.”