Grindr, the gay dating app, thinks brands should be taking dating apps more seriously.

At the beginning of the year, in an unprecedented move which caused mixed debate, Irish designer J W Anderson live-streamed his menswear show on the popular gay dating app.

With many platforms now launching live-streaming video, Landis Smithers, Grindr’s vp of marketing says of the importance of harnessing this trend: “We’re always in the moment, and I think in that sense it’s extremely unique. There is a fear of missing out. If you don’t know what’s happening literally right now, you’re out of the zeitgeist.”

There is now buzz around the question of whether dating platform Grindr could be an opportunity for advertisers, but the question remains, how seriously does and should the industry take these platforms and will we see more campaigns on apps like Grindr and Tindr in the coming months.

PHD’s global innovation director, Phil Rowley, says “Grindr and Tindr represents an opportunity for brands to integrate into people’s lifestyles in a much deeper and profound way, and all through a mobile-first platform.

However, brands venturing into this space need to bear two things in mind.

First, as with all native advertising, they need to have the right cultural fit ; an inappropriate or irrelevant brand that crowbars itself on to a platform may breed resentment among users.

Second, the brand needs to be an open-minded and adventurous one, and be confident that its consumers are too. Brands and brand managers really need to familiarise themselves with the app itself so they are fully aware about the types of content against which their message may appear – and indeed who will be advertising alongside them. We also know that some platforms are discerning about which advertisers they will accept, so it’s certainly not for everyone.

So whilst, yes, we are going to see increasing number of brands exploiting Grindr, and whilst it does represent an opportunity for advertisers, ultimately it  only represents an opportunity for a select few.”

You can read Phil’s comments and the article in full on Digiday here.