OkCupid’s ‘#SubstanceOverSelfies’ Campaign Hits India

OkCupid has ported its viral ‘#SubstanceOverSelfies’ campaign to India, in the hope of competing with the likes of happn and Bumble in the emerging market.

Launched three weeks ago with the help of popular influencers, #SubstanceOverSelfies encouraged singles in India to share pictures of themselves that conveyed an aspect of their personality.

The pictures are uploaded with an item which revealed one of their traits – such as an interest or hobby – covering their face. Popular objects included books, cameras and food.

The idea is that too many people post superficial selfies on social media and dating profiles, which don’t show the person for who they are on the inside.



OkCupid CMO Melissa Hobley said to The Economic Times: “On most online dating platforms, your profile picture is your identity and the first thing a potential partner sees. At OkCupid though it’s about showing the substance and the depth of the person.

“We help you tell your story and allow you to access stories of others to make meaningful connections. Through #SubstanceOverSelfies, we take that core belief outside the app, to encourage our users to make connections based on substance rather than just nice selfies.”

The Match Group-owned dating platform is still running the controversial “DTF” marketing campaign all across the USA. Billboards have been taken down in a number of cities for depicting phallic images and featuring a lesbian couple.

OkCupid is also not afraid to express political positions to drive engagement. On 10th January, users received a push notification telling them “89% of people on OkCupid don’t support the wall.”

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