Dating Vertical: A Detailed Guide & Advertisers’ Lifehacks

If you're just starting in affiliate marketing, you’ve likely considered launching your first campaigns in the Dating vertical. This niche is popular both among beginners and experienced advertisers, as the demand for dating websites and apps remains consistently high.

The Dating vertical offers a low entry threshold: you can start testing offers with a budget of just $100-200. However, it’s essential to understand the nuances of this niche to avoid wasting your budget on the first campaigns. Today, we will discuss the specifics of the Dating vertical and share secrets for successfully setting up ads.

Overview of the Dating Vertical

The Dating vertical is one of the favorites for many arbitrage marketers due to its large size and continuous growth. There are currently over 1500 dating apps and websites worldwide, so there is no shortage of offers in the market. This vertical is not tied to seasonality and is not affected by global news, ensuring its relevance remains steady.

With this vertical, you can monetize any audience with the right offer and approach. Moreover, it generates significant traffic not only in Tier 1 countries but also in many other regions.

Market projection

A glance at the statistics is enough to understand the popularity and potential of the Dating industry:

• The global revenue of the dating app market in 2024 was approximately $6.18 billion. According to Business of Apps, the industry is expected to reach $8.9 billion by the end of the decade.

• Consumer spending in apps (across all categories) grew to $171 billion in 2023 and is projected to rise to $288 billion by 2030, fueled by subscription monetization on Dating platforms.

• Over 350 million people worldwide use dating apps monthly, with about a quarter of them based in the U.S.

• In the U.S., 30% of adults have used dating sites/apps, and this number is higher within the LGBTQ+ community.

Dating apps and websites are most popular in the U.S. and Europe. Still, it’s essential to remember that the Asian audience is numerically larger than in Tier-1 regions. Users in Tier-2 and Tier-3 geos also have specific needs that can be addressed through niche platforms (for example, religious dating platforms or LGBTQ+ networks).

Dating App Trends in 2025

There is a prevailing opinion that the peak popularity of dating apps has already passed, and demand is in decline. To some extent, this is true: users are tired of endless swiping, fake profiles, and wasted conversations. This means that both platform creators and advertisers must now focus on the quality of relationships rather than the quantity.

User behavior and expectations

In recent years, people have been spending less time on online dating platforms. However, this does not indicate a drop in industry revenue: users are willing to pay for useful filters and features that help them screen out incompatible candidates more effectively. Several trends drive this behavior.

• Users are tired of bots (and now AI characters)! This is why Tinder introduced mandatory biometric Face Check verification, and Bumble implemented ID verification and a "share date details" feature. Therefore, if you're working with such platforms, it’s a good idea to highlight their transparency in your ads. A message like "profile = verified person" could attract users from all dating niches.

• Authenticity over gloss. Users want to see real people, not staged stories – mind that when designing landing pages and creatives. For example, selfies work better than staged photos.

• “Swipe fatigue” is real: About 79% of Gen Z report emotional burnout from dating apps. Their expectations are now shifting towards the quality of matches, time-saving, and "intent filters." Therefore, targeting by interests is more relevant than ever (e.g., “Looking for a partner in [gym/church/language club]? Join us…”).

What Doesn’t Work Anymore?

• Clickbait and hypersexualization. Stricter moderation and user fatigue have led to low-quality traffic and bans. Use honest messaging and avoid promises of “instant miracles.” Experiment carefully with “fake chats” – make sure your audience is not tired of this format.

• Stock "glossy" couples without context. Users perceive such content as a "mask." Real faces, local scenes (cafes, parks, gyms), and hearty texts win.

• Endless swiping as the only USP. It’s not about the amount, it’s about the right match. Features like intention/value filtering and offline meetings (events and dates) are winning.

By understanding these trends and adjusting your campaigns accordingly, you'll stand a better chance in the Dating vertical.

The Best Sources of Traffic

When working with the Dating vertical, it makes sense to drive traffic from social media: check which platforms are most popular in your selected GEOs and remember the requirements and restrictions. Many social networks will not approve semi-nude content or vulgar wording.

As for ad formats, In-page push notifications are worth trying for dating offers because users are already subscribed to such notifications. Creatives can be designed like a personal message in a chat window, which encourages instant clicks and transitions.

Native ads can be seamlessly integrated into a website's or app's content. They appear as part of the overall interface, making them more natural and appealing to users, which in turn increases engagement.

How to Choose GEO and Offers

Choosing offers and traffic sources should primarily depend on the GEO and the dating niche. For instance, if you're working with Tier-1 countries, consider the offers of Tinder, Hinge, and Bumble. In the U.S., Grindr and Sitch are also popular. In Europe, check Badoo and Azar.

If you're working with an Asian audience, you can direct traffic to the following apps:

Each niche also has its own preferences:

How to Choose Creatives?

The choice of creatives depends on the dating niche you’re working with. For example, a person seeking a soulmate is unlikely to click on an ad featuring a half-naked woman. Yet, an advertisement for a senior dating site may not appeal to Gen Z.

By the way, it’s important to note that you can successfully localize creatives not only through texts but also local appearances, typical of your target GEO (for example, India, Germany, and Canada in the screenshots):

If you're running ads for casual dating (quick dates, swiping), creatives resembling personal chat messages or selfies will work well. Revealing photos of men and women are likely to grab attention and consistently work well for the target audience. Don’t forget to add phrases like "Meet today" – in this niche, people value time savers.

This ad has been running for over a year in different GEOs. Formula: selfie + name + distance filter + greeting in the "chat" = success:

If it’s about sites and apps for serious relationships, you should focus on safety ("no bots", "only verified accounts"). Mention filters on the site — this can be extremely important for users tired of endless conversations with failed matches. 

Attention to wording: the character invites the user to talk about connection, feelings, and love rather than arranging a quick meeting.

Finally, ads for LGBTQ+ platforms can be successful when you highlight the inclusivity of the community and the large number of participants. However, it’s crucial to consider the laws and rules of the GEO where you are running the creatives – make sure you know what is allowed to display and what isn’t.

Lifehacks for Advertisers

When launching campaigns in the Dating vertical, it's essential to set it up correctly. Here’s what EVADAV managers often recommend:

• Start with targeting by devices and activity times: it’s best to show ads during evening and night hours when users are free to communicate.

• Add frequency capping to avoid annoying your audience. We recommend setting it to no more than two impressions per user per day.

• Initially, it's advisable to test in Tier 3 and Tier 2 countries, where bids are lower, and you can experiment with less risk to your budget.

• Make sure to set up auto-rules: turn off sources with low CTR and high CPA, and increase bids for placements with high conversion rates.

• For A/B testing, launch multiple creatives simultaneously and keep only those that show a stable ROI. This approach will enable you to optimize the campaign more quickly and allocate the budget to the most profitable combinations.

Conclusion

The Dating vertical remains a goldmine for advertisers, as the interest in dating and communication is unchangeably high. However, it’s essential to follow the latest trends: users are tired of fake profiles and wasted time on endless chats. When working with offers, don't forget to highlight the platform’s advantages, whether it’s user verification, powerful search filters, or a large community.

Launch successful Dating and Adult campaigns with EVADAV! ❤️

Our guide will help you select the right offers and set up your creatives. If you have any questions, feel free to contact your personal manager via the dashboard with just one click. We’re always here to answer your questions and assist with settings.