MARKETING WEEK - Aug 22 - The Inner Circle made headlines when it launched in the UK in 2015 over the selectiveness of its app. It claims to connect only the "most attractive and inspiring singles" and has very strict criteria for who it will let in. "Having such a niche audience has meant it has been difficult to reach them online", said the app's co-founder Michael Krayenhoff. It now has 400K members worldwide but says most of them have signed up because they've heard good things from friends. The company is careful with how it pushes out its "success" stories, including The Inner Circle babies and marriages. "We thought we would have significant impact in terms of sign-ups through influencer marketing but we haven't seen evidence of this yet," Mr. Krayenhoff said. A focus on privacy has affected the company's influencer marketing.
by Rachel Gee
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Summarized by the Courtland Brooks team
