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The Meet Group Brand Strategy VP Reveals How Company Spiked Engagement & Pushed Revenue

The Meet Group

The Meet Group’s VP of Brand Strategy recently appeared on a podcast to speak about how the company spiked its user engagement stats to push ad revenue.

Catherine Cook Connelly was a guest on Entrepreneur’s Problem Solvers with Jason Feifer podcast, which highlights “business owners and CEOs who went through a crippling business problem and came out the other side happy, wealthy, and growing.”

The dating exec talks about the changes The Meet Group made that helped the company hit 30.5m chats every day and 2.5m DAUs, while also creating a monetisation model that worked for the company and its users.

As Connelly says, the company did a survey that revealed that 85% of its users did not want to pay for its dating services.

To get around this, the company focused on advertising and supplemented this strategy by ensuring that its engagement rates were high, so the advertising was more valuable.

They did this by doing things like modernising its messaging functionality, using push notifications and implementing video.

Listen to the full episode below.

Simon Edmunds

Simon is the former editor of Global Dating Insights. Born in Newcastle, he has an English degree from Queen Mary, London and after working for the NHS, trained as a journalist with the Press Association. Passionate about music, journalism and Newcastle United.

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