- Single app policy
Facebook has announced that it will incorporate its dating service into its flagship app. A separate app focused on dating would be the correct approach. Here is why:
Everything we do, we do within a certain context. When we browse LinkedIn we are in a work or professional context; when we browse Facebook, we are in a social context; and when we are using a dating app, we are in a fun, entertainment or optimistic context.
Millennials and members of Generation Z, who are the prime targets of any dating service do not generally use Facebook. They do use Instagram.
It would look somewhat off to have other Facebook assets promote the main Facebook app, and given the different demographics, would probably not be very effective.
A great dating app should have a natural buzz to it. That is not Facebook. App store Users searching for dating apps on Apple's App Store or Google Play would not see Facebook among their results.
Monetization is simply not in Facebook's DNA.
- Thinking small
My sense is that Facebook is not treating this opportunity with the gravitas that its potential merits. It is limiting itself to a small subset of its vast user base of over 2B, and to a subset of potential functionality.
by Amit Shafrir
See full article at CTech