Tantan, the world’s 2nd most downloaded dating application, disrupts the Indian dating industry in its second year of operation. Surpassing the existing dating apps at a phenomenal speed, Tantan has planned high investments in the Indian market. This year, it aggressively aims to become the Top 3 from its current position of the 5th most popular in India as per analytics firm App Annie.
In the 2 years of its launch, the China-backed application has established itself through India’s crowded online dating market without any massive advertising or marketing blitz. Standing tall in China as the number one, Tantan reached over 300 million users in 88 countries in September 2019.
The Indian online dating market is an arena of fierce competition where apps strive hard to meet the needs of its varied users. In response to the characteristics of the Indian market, the dating app has enhanced the protection of female users, improved the authentication system, and provided users with a more secure dating community. Tantan has also invested in a large manual review team and has recruited auditors from different cultural backgrounds to provide Asian users with the dating app that best meets their cultural needs.
This year, Tantan has plans to add more features to meet the needs of its diverse user base of youth residing in Tier 1 and Tier 2 cities of India.
According to Zhibai Han, Vice President, Revenue and International, Tantan “The Indian market is one of the most valued markets to explore. In 2020, we are increasing investment in the country and discover new opportunities to connect with Indian users. In a short span, we will obtain full user recognition and will be in the top three of India’s dating app market.”
Han added that the Indian market is a complex market, not only with a wide range of regions but also different cultural backgrounds. He further said, “Unlike American companies, which always try to build universal products, we explore local attributes in each country. We are Asian companies, and we value and respect the cultural differences and the uniqueness of user needs. Tantan will focus resources on female groups to conduct marketing activities, increase brand exposure through multiple marketing methods, and gradually build user brand recognition.”
As its first initiative to connect with the Indian audience, Tantan is coming up with a new campaign for Valentine’s Day where influencers of different genres and domains will carry the brand messaging.