May 19, 2018 | By Nicole McLennan
Big data meets consumer insights. Experience WGSN.
May 01, 2018
In it’s short three-year history, social and dating app Bumble has gone from a start-up in the oversaturated market of online dating, to a billion dollar business.
From a branding perspective, it’s easy to see how Bumble has become a major player in this space. From ‘putting women first’ as a core value (given authenticity through charity partnerships and product features) through to savvy content marketing and university-wide brand ambassadors.
With the core focus on female-led offerings, Bumble has three distinct verticals, for dating, for friendship and, most recently, for networking.
Launched late last year, Bumble’s networking offshoot Bumble Bizz is set to change the way we network and connect in an app-focused era.
Particularly within the creative industries, the personal and the professional overlap considerably – and online personas, Instagram profiles and personal brands can be an integral part of building a career and forging professional connections. Bumble Bizz builds on the ‘women make the first move’ concept and allows users to swipe right on connections and mentoring opportunities across Bumbles 20 million user-wide network.
In its latest offering, Bumble Bizz is bringing the digital product to life through events in the form of a four-part dinner series addressing the fashion, tech, music and marketing industries – aiming to connect users with leading industry experts.
Last week, I was fortunate enough to attend the first in the series, the spring fashion dinner, which felt agenda-setting in Bumble’s approach to find another format that empowers women within these respective industries, and helps them foster new connections in a setting that doesn’t intimidate.
Hosted by Harper’s Bazaar Digital Editor Sarah Karmali, the intimate dinner at the Mondrian’s Sea Containers restaurant helped us build our professional networks whilst also providing insight into the state of play within the fashion industry. Here’s what we learnt.
“Your network is everything,” says Karmali. “The fashion industry is so saturated, with so many individuals vying for the same job, meaning that a recommendation is often crucial”.
Having realised that all previous job opportunities stemmed from her network and from the basis of personal recommendation, Karmali advised the group to “be the person that you would recommend”.
And now, Instagram and an online presence seems to be the new way to forge that network. “I encourage you guys to share names, numbers, ideas and Instagram handles” said Danielle Chadha, Bumble’s Senior Marketing Manager, as the event began. It felt indicative of the social media-focused era we’re living and working in.
In a fast-paced, digital era, jobs and opportunities appear and evolve constantly.
Karmali moved into digital almost by accident, through work experience at InStyle. “As I was progressing through my career, digital was progressing too” says Karmali, who’s initial focus was broadcast media. “Back then, online wasn’t something that people would inspire to work in”.
It calls in to question the traditional, linear nature of a career path, particularly with Millennial and Gen Z’s flexible attitudes and approaches to professional life.
“In terms of digital, what are we all missing?” asked one attendee.
Whilst the future focus of digital is hard to pinpoint, Karmali did offer up some insight on the kind of content we should be creating.
“For us, the focus changes from one month to another, from driving traffic through to slower, revisional reporting that cuts through the noise”.
Either way, content needs to get a reaction out of its audience – and often, according to Karmali, writing content you feel personally affected by is often the way to engage and captivate your reader.
Liked this? We have plenty of relevant reports over on WGSN, from Millennials: Online-to-Offline Dating, to
Liked this author? Follow Associate Editor Alice here.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.