Congratulations! You have a new match! For those of you out there with the popular dating app owned by Match Group Inc., you’ve probably seen Tinder’s push notification more times than none. Now what? Do you go with the standard “Hey there” or send a GIF of Friends character Joey Tribbiani saying, “How you doin”? Welcome Tinder’s branded podcast, “DTR”.
DTR stands for “define the relationship”, something the majority of millennials can all agree upon is harder to do than opening a jar of pickles with wet hands. This anxiety-inducing conversation point is exactly what DTR aims to answer. By teaming up with podcasting powerhouse Gimlet Creative (Gimlet Media’s in-house sponsored content unit), Tinder is releasing a six-part series with the help of “This American Life” supervisor Jane Marie.
Tinder is one of several household brands to recently follow the trend of self-branded audio programs. Much like eBay and General Electric, Tinder is ponying up the cash and using their app’s data to give dating advice and tell stories relating to member experiences. Betting on quality content alone, Tinder’s Chief Marketing Officer Ferrell McDonald hopes that listeners will tell their friends to tune in to DTR.
While some industry veterans think this is an uncalculated move for Tinder, saying that “most people don’t want to hear what a brand has to say”, only time will tell which direction DTR gets swiped.