The Power of Consistency: Unlocking Bumble's Diversification

Bumble's proposition has always been unique. When it was launched in late 2014, the dating app set itself apart by requiring women to initiate the first move. This female-first approach has been crucial for Bumble as it expands into new markets and product areas, according to Naomi Walkland, the VP of marketing for EMEA and APAC.

Since its market entry, Bumble has gained 58 million active users and expanded to various territories in North America, Europe, and India. The company's most recent report states that it has over 3.6 million paying users across its apps. Walkland emphasized that despite this growth, Bumble has never lost sight of its core differentiator.

The impact of its founder Whitney Wolfe Herd's background in marketing roles was attributed to this:

Wolfe Herd has recently transitioned from being the CEO of the company to serving as the executive chair, while Lidiane Jones, the CEO of Slack, has taken on the CEO role. Wolfe Herd stated that this change will allow her to reconnect with her roots as a founder and approach the next phase of growth with great passion and focus.

Nevertheless, Bumble's shares have dropped approximately 80% since its initial public offering in 2021 due to missed earnings. As a result, the company is in urgent need of discovering new areas of growth. Walkland emphasizes that the key to future growth lies in its unwavering dedication to its users.

Wolfe Herd's entrepreneurial mindset, as pointed out by Walkland, has led Bumble to prioritize the safety of its users. Over time, the company has significantly enhanced its safety measures to combat issues such as unsolicited images commonly encountered on dating apps. Through the implementation of AI technology, Bumble now possesses the capability to detect and address this ongoing concern. Walkland stated, "We were aware that this was a significant issue for many women within our community. As a solution, we have incorporated an AI-powered feature that empowers the recipient to decide whether they want to view or avoid such images."

She also confirmed that as the brand moves into 2024, it is putting “a lot of resources and investment” behind those safety-minded AI tools.

Continuing to invest in technology, the team has further enhanced Bumble's fundamental goal of empowering women in the online dating industry. Walkland emphasized that consistency, not only in terms of branding but also in prioritizing the needs of users and supported by market research, has allowed them to confidently expand their product lineup.

Growth from a single proposition

Walkland reiterated the approach of Wolfe Herd, emphasizing her penchant for setting ambitious goals and encouraging others to think big. This mindset has cultivated a customer-centric approach.

Earlier this year, Bumble introduced a separate app called 'Bumble For Friends', which aims to connect users for platonic relationships. This includes finding flatmates and meeting like-minded individuals for friendship. The launch was driven by Bumble's understanding of its users and its continued commitment to its core purpose. In the past year, there has been a significant rise in loneliness, and Bumble recognized the strong desire for connection among its users. Interestingly, research shows that half of individuals aged 18 to 24 value platonic relationships even more than romantic ones.

We’re probably one of the only dating apps where people feel really happy to see people wearing our hats and our jumpers

Naomi Walkland, VP EMEA and APAC marketing, Bumble

Walkland emphasized the importance of catering to the Bumble community in order to expand the brand in the fiercely competitive online dating app industry. She stated that creating positive word-of-mouth and encouraging users to share their positive experiences with the brand are key in gaining a significant market share. She further argued that deviating from Bumble's core proposition would hinder the ability to attract users who align with the brand's purpose and mission.

Commercial and moral imperatives

The support of brand partnerships has contributed to the success of Bumble's word-of-mouth strategy, according to the spokesperson. These partnerships, she said, align with Bumble's values. As an illustration, she highlighted the collaboration with Gymshark, a health and fitness brand, this year. Through this partnership, users were able to connect based on shared workout and fitness interests.

Walkland claimed that Bumble's success in launching other commercial ventures is due to Wolfe Herd's laser-like focus on the brand's core values. She emphasized that the positive sentiment towards the brand is crucial for success in this field. Walkland stated that Bumble stands out from other dating apps because people feel genuinely happy to see others wearing their merchandise, as it reflects their desire to be a part of the community they are building.

Enhancing diversity within the app and its marketing efforts is an integral aspect of their community mission. Walkland stressed that this is significant to her both from a business perspective and as a moral objective. She firmly believes that diversity and inclusion are of utmost importance and align perfectly with Bumble's values and aspirations.

She referenced the brand's My Love Is Black Love campaign, which is now in its fourth year, as an example of one of those initiatives that has become closely associated with the platform. The accompanying advertisement for this refreshed campaign, launched on November 9th, showcases several Black women discussing and challenging stereotypes they have encountered while using online dating.

Walkland emphasized that campaigns like this align with the fundamental goal of empowering women while simultaneously evolving the brand's image. She explained, "Bumble's mission is to foster connections and provide a empowering environment to facilitate them."