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Dating app growth has become one of the most competitive challenges in the mobile industry. From crowded markets to shifting user expectations, scaling a dating app requires more than just installs — it requires retention, community trust, and authentic marketing.
In this episode of Let’s Talk Ads, Admiral Media founder Andre Kempe sat down with Inna Sumovska, ex-UA Manager at HER App, the world’s leading sapphic dating app. With a decade of community-driven growth, HER App has become a pioneer in sapphic dating, combining inclusivity with powerful user acquisition strategies.
Here are the biggest takeaways for anyone looking to achieve explosive dating app growth.
1. TikTok as the Engine of Dating App Growth
HER App discovered early that TikTok is a game-changer for user acquisition. Unlike Facebook Ads, TikTok thrives on creative storytelling and trends.
Inna highlighted that the app leaned into authentic UGC-style ads, aligning with cultural moments and the language of its community. This allowed them to reduce CPIs while improving engagement and retention.
Takeaway: If you’re running a dating app, build a TikTok-first growth strategy. Test fast, lean into trends, and don’t be afraid of niche humor and culture. Read how we grew the number 1 Muslim dating app, Inshallah through TikTok.
2. Inclusive Design Fuels Long-Term Retention
HER App wasn’t just another dating app. It was designed for sapphic women and non-binary users. An audience historically underserved by mainstream apps.
By building inclusivity into the product design and not just the marketing, HER created trust and loyalty that competitors struggled to replicate.
Takeaway: Inclusive UX is a growth strategy. Dating apps that design around real community needs see stronger retention and word-of-mouth growth.
3. From Facebook to TikTok: Shifting the UA Mix
For years, Facebook was the backbone of app marketing. But as Inna explained, the best growth came when HER shifted budgets into TikTok.
TikTok’s algorithm rewards creativity, not just budget size. This leveled the playing field for niche dating apps competing with giants like Tinder and Bumble.
Takeaway: Re-evaluate your channel mix. Facebook and Google are still powerful, but TikTok is where new dating app growth curves begin.
4. Balancing Community and Profitability
Dating apps operate in a tough space: they must grow profitably while serving communities that are often cautious about being over-commercialized.
Inna’s team balanced community-first messaging with performance marketing KPIs like first transactions and subscriptions. The result was growth that felt both authentic and scalable.
Takeaway: Growth at any cost doesn’t work. For dating apps, community trust is the ultimate retention hack.
5. Key Lessons for UA Managers in Dating App Growth
From the HER App story, here are five practical lessons UA managers can apply today:
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Invest in TikTok — build content that feels native, not like ads.
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Design inclusively — serve underserved audiences, not just the mainstream.
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Measure beyond installs — track first transactions, subscriptions, and retention.
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Build community feedback loops — users should co-create the experience.
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Think long-term — growth without loyalty leads to churn.
Final Thoughts
The dating app market isn’t slowing down, but growth now requires deeper strategies. HER App shows that authenticity, inclusivity, and platform innovation (especially TikTok) can take a niche product and turn it into a global leader.
If you’re building or scaling a dating app, remember: installs are just the start. Real dating app growth happens when your product and marketing align with your community’s values.
Want help scaling your dating app?
At Admiral Media, we’ve helped apps like PURE, Inshallah, Azar, and many more reach new levels of growth. Contact us for a free consultation on your user acquisition strategy.
