Badoo Newsletter
Contents
01
Executive Summary
- Monetization
- Subscription Model of Badoo
- Top Monetization Networks
- User Acquisition
- UA Strategy
- Creative Strategy
02
App Overview
- Core Functionality
- Fun Features
- Monetization
- In-App Purchases
03
User Acquisition
- Revenue + Revenue in Top 5 Countries
- Downloads + Downloads in Top 5 Countries
- Monetization Networks
04
Top Creatives
05
Top Creatives (Competitors)
06
User Acquisition Strategy
07
Creative Strategy
08
Badoo Strategy
Executive Summary
Fun Features:
Badoo Party
People Nearby
Encounters
Badoo Live
Selfie Request
Monetization
Invisible Mode
Extra Shows
Unlimited Filter Preference
Premium Features for a Day
Sending Crush
3x Popularity
Undo Action
Profile Visibility with Rise Up
Online Status Feature
Top Monetization Networks
User Acquisition
Revenue of $486,271,861
Top Tier-1 countries in revenue: USA, UK, France, Germany, Canada
Total downloads of 352,941,631
Top Tier-1 countries in downloads: USA, France, UK
UA Strategy
Downloads: Badoo witnessed a 7.26% decrease in downloads over the last 14 to 30 days, followed by an additional decline of 4.2% in the last 30 to 60 days, and a further 1.17% decrease in the last 60 to 90 days.
Revenue: Badoo experienced a 1.34% decline in the last 14-30 days, followed by a 3.41% decrease in revenue from the last 30-60 days, and a subsequent 2.5% uptick in revenue from the last 60-90 days.
Monetization Networks: YouTube showed a positive shift of 16.3% in the last 30-60 days, Moloco rebounded with a 5.8% growth in the last 60-90 days after a prior decrease, while Facebook maintained a consistent positive trend with a 6.2% increase in the last 30-60 days.
Popular Markets: Germany saw a 5.9% decrease in the last 14-30 days, coupled with the highest growth of 12.5% in the last 30-60 days; France exhibited a positive growth of 18.3% in the same period, and the United Kingdom experienced a 1.9% decline in the last 30-60 days followed by an 8.8% increase in the last 60-90 days.
Creative Strategy
Unique/New Creatives: Unique/new creatives tested witnessed a notable 20.7% increase in the last 14-30 days, followed by a substantial 62% decline in the last 30-60 days, and a modest 3.57% increase in the last 60-90 days.
Monetization Network: YouTube grew by 17.7% in the last 60-90 days, Moloco faced a 5% decline during the same period, and Facebook showed a positive growth of 12.7% in the last 60-90 days.
Popular Markets: Germany rose by 11.5% in the last 14-30 days, France declined by 10.7% in the last 60-90 days, and the UK achieved notable growth with a 19.1% increase in the last 30-60 days.
Badoo, launched in 2006, stands out as a widely-used dating and hookup application, renowned for its commitment to simplifying the process of connecting with potential partners. Badoo's environment includes intelligent photo features, video dating options, and engaging match events, all designed to aid individuals in their quest for compatible companions.
Core Functionality
Badoo offers a swiping functionality where users browse through profiles, swiping right to convey interest or left to pass.
Users start by creating a profile where they upload photos and share personal information. This process forms the first impression for potential matches and friends.
The app's algorithm also suggests matches based on preferences, shared interests, and location.
The app supports text, photo, and video messaging, allowing for diverse and dynamic conversations.
The platform allows its users the ability to clearly state their intentions through three options: ‘Here to Date’, ‘Open to Chat’, and ‘Ready for a Relationship’.
The live streaming feature, Badoo Live, enables users to broadcast live videos and interact with viewers in real-time.
Women users can utilize Badoo's safety features, like the 'selfie request' button and photo verification process, to ensure interactions are with genuine individuals.
Badoo emphasizes user safety through a photo verification process where users upload a photo mimicking a specific pose.
Fun Features:
Badoo Party
People Nearby
Encounters
Badoo Live
Selfie Request
Monetization
Monetization Strategy: Badoo
1. Invisible Mode
Badoo introduces users to the ‘Invisible Mode’ feature of the platform. Users can browse profiles in incognito mode view and interact with other users' profiles without appearing in their visitor list.
As a complimentary benefit, the offer motivates users to subscribe to the premium plan and enjoy unlimited swipes and filters.
With this IAP, the app directs users to upgrade to the Premium subscription plan.
2. Extra Shows
‘Extra Shows’ is an IAP that is aimed at users looking to maximize their exposure to other users on the platform.
The effectiveness of the offer (up to 4x more likes) is based on a sample of the top 10% of 2.7 million users.
Users have the option to acquire the visibility boost either by a one-time purchase for a set number of credits (100 credits in this case) or by subscribing to ‘Badoo Premium Plus’.
3. Unlimited Filter Preference
Badoo sends an IAP request when users want to add more than 3 filter options to their profile.
The IAP gives access to unlock additional filters and refine their search criteria when looking for matches. These filters include categories like lifestyle choices, personal interests, education, and many others.
The feature is tied to a subscription model, whereby by subscribing to ‘Badoo Premium’, users gain access to all available filters.
4. Premium Features for a Day
The platform offers a Premium subscription for 1 day in the form of an IAP, allowing app users to enhance their in-app experience for one day.
For a cost of $1.99, users who opt for this purchase will unlock the list of people who have 'liked' their profile.
Alongside viewing likes, the one-day premium access also includes unlimited swipes. It also includes all other premium features for the given time frame, offering a continuous and unrestricted browsing experience.
5. Sending Crush
Badoo presents an IAP to send a ‘Crush’ to another user and stand out from other profiles.
This IAP offering implies a higher level of interest than a standard like or swipe, potentially making it more likely that the recipient will take notice and engage.
Sending a Crush requires the user to spend 50 credits. They can also send a free Crush to the profile of their interest by watching an in-app advertisement.
6. 3x Popularity
Badoo provides ‘3x more popular’ as an IAP, letting users access a bundle of popularity features.
The offer is geared towards users looking to increase their engagement with others on the platform, by making their profile more visible to potential matches.
To activate the 3x popularity boost, users must spend 200 credits. The platform offers a saving of 50 credits, suggesting a bundled discount compared to purchasing features separately.
7. Undo Action
Users can reconsider their choice of left swipe for a profile with the ‘Undo’ feature. The platform offers an IAP to initiate the action.
This feature is particularly useful if a user changes their mind about someone they've previously swiped left on, like the mentioned ‘Ankit’ in the offer, giving it a personalized touch.
To undo a left swipe, the offer asks users to activate Badoo Premium.
8. Profile Visibility with Rise Up
Badoo offers ‘Rise Up’ as an IAP to boost profile visibility.
This feature helps users to move their profile to a top position within the app, specifically in the 'People nearby' section. This way, the user's profile gains increased visibility, potentially leading to more interactions and interest from other users in the vicinity.
For this offer, users need to spend 50 credits. They can purchase in-app currency or credits in various amounts, with different price points.
9. Online Status Feature
The display of ‘Online’ status comes as an IAP on Badoo.
This feature is meant to signal others on the platform that they are active and ready for immediate chat.
For this offer and to activate the feature, users must spend 100 credits.
Subscription Model of Badoo
Premium
A paid subscription service, Badoo Premium offers users more control over their dating experience with increased profile visibility.
Badoo Premium subscribers have the potential to get up to 13 times more matches compared to non-subscribers.
Subscribing to Badoo Premium allows users to get unlimited profile browsing without the interruption of advertisements and gives access to features like undo swipes, browsing incognito with invisible mode, cool stickers, seeing who liked you, and using unlimited filters.
For Badoo Premium, users can consider a weekly plan, a monthly option, a 3-month subscription, and a six-month package. It also has lifetime access availability for a one-time payment of $159.99
Premium Plus
Premium Plus is another subscription model on Badoo that offers a suite of advanced features designed to improve the online dating experience.
These features include seeing who liked you, browsing profiles invisibly, access to cool stickers, and undoing your last vote in Encounters.
Besides getting access to all Premium features, Premium Plus members get the privilege to contact new users first and chat with popular users, thus increasing the likelihood of finding a match. Additionally, messages from Premium Plus members are prioritized in recipients' inboxes.
Premium Plus offers different subscription lengths, with the option of weekly, monthly, 3-monthly, and 6-monthly plans. Among these, 6-month subscription plans offer the best value to users.
In-App Advertisement
Badoo incentivizes user engagement with in-app advertisements by offering 10 free credits, the app's currency, as a reward for watching.
This strategy is designed to increase user interaction with ads, which supports the app's revenue while providing value to the users.
Users can eventually use credits to send crushes and access other premium features on the app.
This provides an alternative for users to gain credits without payment.
In-App Currency
Badoo ‘Credits’ serve as a versatile in-app currency, enabling users to unlock various popular features.
These features include ‘Get More Matches’, ‘Get to the Top’, ‘Send Him A Gift’ and 'Get More Messages’, each designed to augment the user's presence and interaction rate on the platform.
Users have the flexibility to accumulate free credits by engaging with in-app advertisements.
For those looking to increase their credits more rapidly or in larger amounts, the app offers the option to purchase credit bundles. Available bundles include denominations of 100, 550, 1250, and 2750 credits. The 550 credit bundle is highlighted as the most popular choice among users.
Pricing Structure
Feature Comparison (Premium vs. Premium Plus)
Top In-App Purchases
User Acquisition
Revenue: $486,271,861
Top Countries Tier:1
USA
🇺🇸 (19%) : $92,309,610
UK
🇬🇧 (11%) : $53,345,134
France
🇫🇷 (11%) : $52,772,646
Germany
🇩🇪 (5%) : $25,666,148
Canada
🇨🇦 (4%) : $20,744,349
Downloads: 352,941,631
Top Countries Tier:1
USA
🇺🇸 (9%) : 31,178,896
France
🇫🇷 (4%) : 13,582,442
UK
🇬🇧 (3%) : 9,409,319
Other Countries:
Brazil 🇧🇷 (18%),
Russian Federation 🇮🇷 (11%)
Top Monetization Networks (Last 30 days)
RpD
Tier-1 West: $3.55
Global: $1.38
Top Creatives
Creative 1
CREATED
Nov 15, 2023
IMPRESSION
1,137,209
Impressions by country
USA (5%)
Other countries
Chile (6%),
Brazil (6%)
Creative tags
COLORS
Monetization Network:
Creative 2
CREATED
Nov 16, 2023
IMPRESSION
951,648
Impressions by country
USA (6%),
France (5%),
Germany (5%)
Other countries
Chile (6%),
Spain (6%)
Creative tags
COLORS
Monetization Network:
Creative 3
CREATED
Nov 15, 2023
IMPRESSION
919,771
Impressions by country
Germany (6%)
Other countries
Japan (6%),
Spain (6%)
Creative tags
COLORS
Monetization Network:
Top Creatives (Competitors)
1. Tinder
CREATED
Oct 12, 2023
IMPRESSION
2,282,871
Impressions by country
France (13%),
Germany (8%),
UK (2%),
USA (1%)
Other countries
India (37%),
Spain (27%)
Creative tags
COLORS
Monetization Network:
2. Bumble
CREATED
Oct 27, 2023
IMPRESSION
1,708,290
Impressions by country
USA (20%),
UK (9%),
France (7%),
Germany (4%)
Other countries
India (12%),
Brazil (6%)
Creative tags
COLORS
Monetization Network:
3. Hinge
CREATED
Aug 18, 2023
IMPRESSION
624,269
Impressions by country
Germany (25%),
France (18%),
UK (5%),
USA (4%),
Canada (1%)
Other countries
Italy (25%),
Spain (20%)
Creative tags
COLORS
Monetization Network:
User Acquisition Strategy
Change in %
% change = ((new value - old value) / old value) * 100
How is Strategy changing?
1. Change in Downloads
Over the last 14 to 30 days, the number of downloads decreased by 7.26%.
In the last 30 to 60 days, there was an additional decline of 4.2% in downloads.
During the last 60 to 90 days, there was a further decrease of 1.17% in downloads.
2. Change in Revenue
Over the last 14 to 30 days, there was a decrease of 1.34%.
In the last 30 to 60 days, there was an additional decline in revenue, amounting to 3.41%.
Over the last 60 to 90 days, there was an uptick in revenue, showing an increase of 2.5%.
3. Change in Monetization Networks
YouTube demonstrated a favorable change of 16.3% in the last 30 to 60 days.
Moloco experienced a decrease during a certain period but exhibited a positive growth of 5.8% in the last 60 to 90 days.
Facebook consistently sustained its positive trend, revealing an increase of 6.2% in the last 30 to 60 days.
4. Change in Popular Markets
Germany experienced a decrease of 5.9% in the past 14 to 30 days, along with the highest growth of 12.5% in the last 30 to 60 days.
France demonstrated positive growth of 18.3% in the last 30 to 60 days.
The United Kingdom displayed a decline of 1.9% in the last 30 to 60 days, followed by an increase of 8.8% in the last 60 to 90 days.
Creative Strategy
Change in %
% change = ((new value - old value) / old value) * 100
How is Strategy changing?
1. Change in Unique/New Creatives
Over the last 14 to 30 days, there was a notable 20.7% increase.
In the last 30 to 60 days, a substantial decline of 62% was observed.
From the last 60 days to 90 days, there was a modest increase of 3.57%.
2. Change in Monetization Networks
YouTube experienced a growth of 17.7% in the last 60 to 90 days.
Moloco witnessed a decline of 5% during the same period.
Facebook demonstrated a positive growth of 12.7% in the last 60 to 90 days.
3. Change in Popular Markets
Germany showed a rise of 11.5% in the last 14 to 30 days.
France experienced a decrease of 10.7% in the last 60 to 90 days.
The UK achieved notable growth, recording an increase of 19.1% in the last 60 to 90 days.
Push Notifications
Badoo sends 4-5 notifications daily and aims to encourage incremental engagement. They are customized with users' names and direct messages such as “Avinash is online. He's waiting to chat with you. Say hi.”
The timing of the notifications seems to be spread throughout the day, which keeps users informed about real-time updates like when someone is online or when they've received a new like or message. This keeps Badoo top of mind and encourages users to return to the app multiple times a day.
Notifications like “New likes from 10 guys” and updates on who is currently online encourage users to feel part of an active community.
Phrases like “Get the game going” and “Match. Chat. It’s that easy. Let's do it.” serve as calls to action that encourage users to take incremental steps.
Platforms Supported
Platforms Coming Soon
© Copyright 2024 BLKBOX
