Case Study: Bumble achieves 5X increase in app installs and 64% decrease in cost-per-registration with TikTok for Business

Leveraging always-on strategies and popular creators to seriously drive app installs

Bumble turned to TikTok for Business to diversify its marketing mix and find new users more profitably amid rising costs on traditional digital channels. Using TikTok Ads Manager and TikTok’s creator-driven ad formats, Bumble aimed to lean into authentic, native-feeling content to connect with a new audience.

TikTok for Business paired Bumble with popular creators (including David Dobrik and Brittany Broski) and optimized native In-Feed Ads with features like optimization for in-app events, automated bidding, and creative optimization. As a result, Bumble saw a 5X increase in app install volume and a 64% decrease in cost-per-registration.

Bumble