Key Takeaways

Every generation has their advice guru. For my mom, it was Oprah. For my generation, it was AskJeeves. I’m kidding – it was the all-knowing Google, obviously.

Now Gen Zers have turned to TikTok to answer everything from “how to cook pasta” to “how to get a date.” 

My first impression of the app was that it was pure fun. Silly dance videos. Adorable puppies. Delicious food I’ll never get to eat (but enjoy watching anyway). Light entertainment for a midnight scroll.

As it’s grown, TikTok has evolved into a delivery service of opinions and information that’s downright addictive – but also undeniably helpful.

A TikTok user can watch tutorials, listen to advice from different points of view, and explore topics that interest them.

The algorithm’s way of building community has made TikTok a force to be reckoned with in every industry – but I’d argue the dating industry is where it can be most life-changing.

Before the internet, matchmakers conducted their business primarily in person. They gained clients through word of mouth. If they wanted to reach a big audience, maybe they conducted a seminar or hosted an event.

Now the landscape is completely different, and matchmakers have a powerful marketing tool in the palm of their hands.

I think any matchmaker who isn’t using TikTok is missing out. I’ll go into why.

An Audience of Billions

In 2021, TikTok announced it has reached the mind-boggling milestone of 1 billion users. And it’s only gotten bigger since then.

Current estimates range from 1.5 billion to 2 billion monthly active users, the majority of them under 30. Talk about too big to fail. Good luck to the American politicians trying to shut this mega-popular app down.

Needless to say, TikTok poses a huge opportunity for matchmakers and dating coaches who want to have more influence in the dating world. The right recorded video could reach millions upon millions of young singles.

The matchmakers who successfully capitalize on TikTok and amass a huge following have a reliable way to bring new clients into the fold. 

Matchmaker Gina Hendrix has 1.7 million likes on her page. One of her most popular videos, “Don’t Make This Valentine’s Day Mistake,” has over 568,000 views. And it’s only three minutes long.

Using TikTok to extend your reach as a matchmaker sounds so easy and appealing. Post a video, jump on a #trend, and attract singles who want more guidance in their love lives.

Of course, competition is high. The matchmaking category on TikTok has over 17 million posts vying for attention.

Think about joining a crowd of 17 million people all shouting “Listen to me!” How do you make your voice heard? That’s the challenge facing the modern dating professional.

One cool thing about social media is you can see what’s successful because it shows up in your feed. You can learn from your competition and even work with them to create more interesting content for your audience.

Tag in Content Collabs

TikTok isn’t just about reaching clients — it’s also about connecting with other experts in the industry. 

Matchmakers are all about networking, so it makes sense that many are inclined to join forces and collaborate on content that engages their shared audience.

Dating apps can be useful partners too. Tinder’s TikTok channel (9 million likes) has featured expert advice from matchmakers and dating coaches, particularly younger voices in the space. 

Collaborators have the chance to reach a different audience and showcase their knowledge on a range of topics.

Men’s dating coach Matthew Hussey is great at collabs. He’ll post clips from insightful conversations with colleagues in the industry and invite his viewers to join the conversation.

Thanks to TikTok, a single person is no longer alone in the struggle to find a date. They’ve got channels of influencers offering support, help, or just a space to vent.

Matchmakers can now sit in their cars and dole out advice to thousands of people online. You don’t need an office. You don’t need industry connections. You just need a camera and a voice. 

The app amplifies your voice and connects you with potential clients or collaborators in your lane. That’s a strong foundation for a matchmaking business.

Instead of Following the Trends, Start Setting Trends

The road to going viral as a dating influencer is full of hazards from ideation to publishing – not to mention trolls in the comments – so it shouldn’t be entered into lightly.

You could go viral for the wrong reasons like all these poor #epicfails. 

You could enjoy 15 minutes of fame and then go back to obscurity — like just another hawk-tuah girl trying to claw back into the spotlight.

However, if you put in the work to publish unique, helpful, and engaging content, you could stop the scroll and genuinely help single people find the answers they need.

You can use the megaphone of social media to reach more people than ever before. So be sure you have a clear message when you hit record.

In the old days of Google, singles had to know to look for you. Now an algorithm can pair you with potential clients who are already interested in what you’re saying (and selling). 

And don’t forget to like, comment, and subscribe.