CTECH – July 13 – Former AOL and dating service Badoo executive Amit Shafrir explains why he believes the recently announced Facebook dating service stands little chance of succeeding.
- 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:
– Context
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.
– Demographics
Millennials and members of Generation Z, who are the prime targets of any dating service do not generally use Facebook. They do use Instagram.
– Promotion
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.
– Virality
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
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
See all posts on Facebook Dating