Tantan: Indians are swiping close to China’s favourite app that is dating

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Tantan: Indians are swiping close to China’s favourite app that is dating

The application has was able to rise through India’s crowded market that is online dating heavy marketing.

Us dating apps might be making a splash in Asia, however A chinese brand name working mostly beneath the radar is near at their heels.

China’s favourite app that is dating now the fifth-most popular in India by blended month-to-month active users on iOS and Android os phones, in accordance with the analytics company App Annie.

In-may 2018, Tantan didn’t feature among the list of top ten, but zoomed to your position that is fourth July. This has since slid one spot after the launch of American application Bumble in data from App Annie shows december.

Pronounced tan-tan as with “sun tan,” Tantan translates in Mandarin to “talk”. Launched in 2014, the application bears a resemblance that is high US’s Tinder, and had been obtained because of the Chinese social networking Momo in February 2018. Tantan has over 90 million new users in China.

The Indian dream

“India is amongst the fastest growing internet areas on the planet, ergo it is essential to be there and win into the Indian market,” Tantan stated in a contact to Quartz. “After carrying out a launch that is soft Asia, we discovered more info on industry and users which assisted us in serving the marketplace better.”

Tantan just isn’t alone. Asia happens to be inundated with Chinese apps within the last month or two, a few of which such as for instance video-sharing software TikTok and platform that is e-commerce Factory have now been growing quickly.

Specialists say there’s a reason India is a concern market for these apps that are chinese. “Once they mature in Asia, Asia could be the only destination these apps can head to. Chinese apps have quite acceptance that is low the West,” said Yugal Joshi, Vice-President at Everest Group consultancy.

But, their run in India happens to be definately not smooth.

With more than 300 million Indian users, TikTok has been a success that is raging the nation. Yet, in April, A indian court temporarily banned the app on the grounds so it reveals young ones to obscene content and predators. Bing and Apple’s app shops pulled straight down TikTok for just two days, which lead to a loss in around $1 million, based on its moms and dad company ByteDance.

While Tantan to date hasn’t faced such problems in Asia, this has gotten flak back in China, where it had been prohibited last thirty days. Although the cause for the ban is not clear, it is said to be an integral part of the Chinese government’s ongoing crackdown on online obscenity.

brand New advertising

Tantan has been able to increase through India’s crowded online dating sites market without a hefty advertising blitz like Bumble, which includes roped in Bollywood celebrity Priyanka Chopra Jonas for promotion campaigns both on the internet and on television.

However the app that is beijing-based been marketing aggressively on TikTok. The approach sticks out since it permits Tantan to develop its individual base beyond simply the metro urban centers, as TikTok is well known for having a reach into the country’s tiny towns.

“This is a method that is typical Chinese apps have taken. They actually do a large amount of marketing on video clip content websites and apps like TikTok, where in fact the individual spends lots of time. Most of their packages are arriving because of these platforms,” said Sateesh Meena, senior forecast analyst at Forrester analysis consultancy.

Tantan additionally runs advertisements on other media that are social like Facebook. Almost all of its marketing that is recent is at males, Facebook’s Ad Library programs. This contrasts utilizing the online industry that is dating struggle in India because of an abundance of male users but an agonizing dearth of women.

From Tantan’s latest batch of adverts on Facebook. Picture credit: Twitter Ad Library

Besides, Tantan’s catchphrase, “Date for genuine,” points towards its increased exposure of the lack of fake profiles regarding the app. Such pages tend to be found in India for illegal tasks such as for instance operating prostitution rackets.

“Tantan offers an experience that is real users to allow them to meet genuine people on the internet and fundamentally fulfill offline. Unlike other apps, you don’t run into fake profiles on Tantan,” Tantan’s declaration stated.

The app’s technology enables it to trace and take away fake pages, it included. “Apart from our bodies, our moderation ensures that we curate genuine profiles. We have been quickly being released by having a verification function in Asia where users can validate the help to their photos of technology,” it stated.

But, unlike other people like Tinder, Tantan will not also ask for a few of the most extremely basic details from the users, whom as an example just have to present a nickname rather than their genuine names.

“In a nation like Asia, the market that is dating nevertheless brand new and young with an important quantity of prospective users are not comfortable in exposing their identity,” the company’s statement said. “With our narrative, we attempt to persuade users that are such be real due to their identities in order to locate genuine matches, and yes it is working.”

This short article first showed up on Quartz.