Grindr is trying to move away from their “hookup app” identity. Known exclusively to Gen Z and Millennials as an LGBTQ+ hookup app, Grindr is now changing up their marketing strategy to reflect their community building goals, too. Despite 90% brand awareness within the queer community, the brand still feels it has work to do on its identity—namely, making it more positive and de-stigmatizing using it. As the first part of this initiative, the app launched Season two of their content series “Daddy Lessons,” which shares educational LGBTQ+ stories and queer history that young people might not know.. This short-form content is meant to reach Gen Z and Millennials where they are—on TikTok, Instagram, and YouTube. It already has 493K views after the first two episodes, which is a 16% increase compared to Season one. (Chief Marketer)
👀 Read more from YPulse: How Many Gen Z Identify as LGBTQ+?
