To stay efficient and competitive, you always need to keep your finger on the pulse and follow market trends. The Cpamatica team, which has been in the dating vertical for over 10 years, gathered some key trends from the past year — and what affiliates should prepare for in 2025.
How Dating Changed in 2024
2024 clearly showed that AI is increasingly influencing the dating niche. The share of AI dating has continued to grow and will gain even more traction in 2025. With today’s tech, users can create “perfect” AI-based companions and interact with them — opening up new opportunities for monetization.
Tip: The core audience of these platforms is 18–24-year-olds. This group is less active on classic dating sites, which makes AI dating offers a strong tool for monetizing this segment.
Advertisers working with coin-based models (where users buy credits to interact on the platform) require maximum user engagement *before* they land on the product. Simple landers are no longer enough — you need long warm-up pages, quizzes, and other interactive formats. These help boost conversions and user retention.
Tip: We regularly update our pre-landers — in your Cpamatica dashboard, you’ll always find top-performing versions.
Traffic in 2024: What Worked and Where to Go Next?
- In 2024, Facebook traffic showed growth. Many teams that previously worked in other verticals started testing dating, which increased competition and CPC. Still, since Facebook remains the best platform for the 35+ male audience, there’s plenty of room to scale.
- Telegram traffic, which gained momentum in 2023, declined due to stricter moderation and account bans. However, paid Telegram traffic is growing — though it still takes a small share in dating.
- SEO teams also felt the pressure. Google rolled out multiple updates that reshaped the SERP throughout the year. At the same time, Reddit posts and LinkedIn articles gained traction — opening new doors for organic traffic.
What to Expect in 2025?
- Google is preparing new restrictions that could heavily affect dating ads in Google Ads — especially review sites, pre-landers, and redirects. If you rely on paid Google traffic, now’s the time to test alternatives.
- Competition is heating up across classic traffic sources. For example, iGaming advertisers are targeting the same audience on tube sites — driving CPM up and pushing out dating campaigns, which are harder to monetize at the same level.
As we can see, 2024 was tough for many traffic sources. That’s why adaptability and diversification — especially into free social traffic — are key. Note that Cpamatica’s smartlink project can efficiently monetize this traffic type.
How Affiliates Can Prepare for 2025
- Budgets are growing. Testing new offers, experimenting with traffic, expanding your strategy — all of this requires investment. It’s also smart to build internal tools — for content, creatives, tracking, and automation.
- Traffic quality is key. Don’t just flood platforms with users — use data. Track those who make actual payments and optimize accordingly. Pre-landers and source tagging should become standard practice.
- Flexibility is survival. The market’s changing faster than ever — stricter regulations, evolving algorithms, new players. Our advice: stay informed, talk to fellow affiliates, follow forums and social media, attend industry events.
Where to Meet Cpamatica in 2025
- TES (Seville, Spain) – March 9–12, 2025
- I-Con (Limassol, Cyprus) – May 29–30, 2025
- TES (Prague, Czech Republic) – September 12–15, 2025
- Affiliate World Europe (Budapest, Hungary) – September 4–5, 2025
- Affiliate World Asia (Bangkok, Thailand) – December 4–5, 2025
We also invite all partners to our signature party “Sunset & Cocktails with Cpamatica” on March 10 during TES in Spain. Email us at [email protected] to get on the guest list!
So yes, 2024 was tough — more competition, tighter regulations, pricier traffic. But there are still plenty of opportunities. The key is to adapt fast, test constantly, and invest in new ideas.
Wishing you profitable campaigns, smart decisions, and growth with strong partners in 2025!