The application has was able to increase through IndiaвЂ™s crowded internet dating market without hefty marketing.
Us dating apps are building a splash in Asia, but a brand that is chinese mostly underneath the radar is near at their heels.
ChinaвЂ™s favourite dating application is now the fifth-most popular in India by combined month-to-month active users on iOS and Android os phones, in line with the analytics company App Annie.
In-may 2018, Tantan didn’t function on the list of top ten, but zoomed towards the position that is fourth July. This has since slid one spot after the launch of American application Bumble in December, information from App Annie shows.
Pronounced tan-tan as with вЂњsun tan,вЂќ Tantan translates in Mandarin to вЂњtalkвЂќ. Launched in 2014, the application bears a resemblance that is high USвЂ™s Tinder, and ended up being obtained because of the Chinese social networking Momo in February 2018. Tantan has over 90 million users that are registered China.
The Indian dream
вЂњIndia is among the fastest growing internet areas on the planet, ergo it is extremely important to be there and win when you look at the market that is indianвЂќ Tantan said in a message to Quartz. вЂњAfter performing a soft launch in Asia, we discovered more info on the marketplace and users which aided us in serving the market better.вЂќ
Tantan just isn’t alone. Asia has been inundated with Chinese apps in the last month or two, a few of which such as for example video-sharing software TikTok and platform that is e-commerce Factory have now been growing quickly.
Specialists say thereвЂ™s a reason Asia is just a concern marketplace for these Chinese apps. вЂњOnce they mature in Asia, Asia could be the only destination these apps can head to. Chinese apps have quite low acceptance in the West,вЂќ said Yugal Joshi, Vice-President at Everest Group consultancy.
Nevertheless, their run in India 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 indian court temporarily banned the application on the grounds so it reveals kids to obscene content and predators. Bing and AppleвЂ™s software shops pulled straight straight straight down TikTok for 2 times, which led to a loss in around $1 million, based on its moms and dad business ByteDance.
While Tantan up to now hasnвЂ™t faced such problems in Asia, this has gotten flak back in Asia, where it had been prohibited month that is last. Although the cause for the ban is uncertain, it is known to be an integral part of the Chinese governmentвЂ™s ongoing crackdown on online obscenity.
Brand New advertising
Tantan has were able to rise through IndiaвЂ™s crowded internet dating market without a hefty marketing blitz like Bumble, that has roped in Bollywood celebrity Priyanka Chopra Jonas for promotion campaigns both online and on tv.
Nevertheless the app that is beijing-based been advertising aggressively on TikTok. The approach stands apart since it enables Tantan to develop its user base beyond just the metro urban centers, as TikTok is renowned for having a reach into the countryвЂ™s small towns.
вЂњThis is really a typical technique that Chinese apps took. They actually do a large amount of marketing on movie content internet sites and apps like TikTok, where in actuality the individual spends lots of time. Almost all their downloads are arriving because of these platforms,вЂќ said Sateesh Meena, senior forecast analyst at Forrester analysis consultancy.
Tantan additionally operates adverts on other social media marketing platforms like Facebook. Almost all of its current advertising is aimed at guys, FacebookвЂ™s Ad Library programs. This contrasts aided by the online dating industryвЂ™s struggle in India because of an abundance of male users but an agonizing dearth of females.
From TantanвЂ™s latest batch of adverts on Facebook. Picture credit: Twitter Ad Library
Besides, TantanвЂ™s catchphrase, вЂњDate for genuine,вЂќ points towards its increased exposure of the lack of fake pages regarding the software. Such pages in many cases are utilized in Asia for illegal tasks such as for instance operating prostitution rackets.
вЂњTantan offers an experience that is real users to allow them to satisfy genuine individuals online and fundamentally satisfy offline. Unlike other apps, you donвЂ™t run into fake pages on Tantan,вЂќ TantanвЂ™s declaration stated.
The appвЂ™s technology allows it to trace and take away fake pages, it included. вЂњApart from our system, our moderation helps to ensure that we curate genuine pages. Our company is quickly being released with a verification function in Asia where users can confirm the help to their photos of technology,вЂќ it stated.
Nevertheless, unlike other people like Tinder, Tantan will not also ask for many of the most extremely basic details from the users, whom for example have only to give you a nickname rather than their names that are real.
вЂњIn a nation like Asia, the dating marketplace is nevertheless brand brand brand new and young with an important quantity of prospective users aren’t comfortable in exposing their identity,вЂќ the companyвЂ™s statement said. вЂњWith our narrative, we attempt to persuade users that are such be genuine along with their identities to help you to get genuine matches, and yes it is working.вЂќ