Dating platforms drill down to focus on extremely niche areas of interest
Implications - With online dating platforms growing rapidly in popularity, users desire ways to cull the crowd and find potential partners with whom they actually share interests. This has led to services with ultra-niche focuses, following the assumption that a shared niche will inevitably lead to shared general interests as well. People innately desire to connect through deep, personal relationships, and brands that find ways to appeal to niche interests will better draw consumers' attention.
Workshop Question - Find a niche interest that is common among your target consumers. How could your brand leverage that interest?
Trend Themes
1. Niche Dating - Niche dating apps are filling the gap in specific interests such as Pokemon Go, veganism and politically motivated platforms. Entrepreneurs can create successful platforms by tapping into these underrepresented markets.
2. Activity-based Matchmaking - Apps such as Lime use fitness data to identify partners based on similar lifestyle pursuits. This presents opportunities to build communities centered around fitness or other shared interests.
3. Social Exclusivity - Exclusive dating apps such as Blue by Loveflutter are emerging, offering verified users a private and authentic experience with other influencers and public figures. Entrepreneurs can capitalize on users' desire for a sense of community and exclusivity.
Industry Implications
1. Technology - Technologists should take advantage of programming tools to develop specialized dating apps that can meet specific community interests, needs or orientations.
2. Health & Fitness - Fitness and active lifestyle enthusiasts can leverage apps that link with health data to meet and socialize with like-minded partners in their local area.
3. Marketing & Social Media - Influencers and public figures alike can take advantage of exclusive dating apps that allow them to verify and connect with other verified members, as well as build connections and profiles on niche platforms that cater to specific interests and values.
