Sign up now: Get smarter about your money and career with our weekly newsletterĭon't miss: Dr. "So from an awareness standpoint, it not only crossed generations, it also crossed cultures." "Eighteen to 24 is the sweet spot for us, that demographic wasn't even born when the song came out, yet it still resonates with them," he says. He considers the increased interest as a testament to the strength of the message and the desire for people to connect as we get to the new normal. Kirkland says 31% of BLK users are between the ages of 18 and 24. "And that's the space that we're trying to create."Īccording to a Pew Research study released in February 2020, Black Americans have the highest level of online dating apprehension with 58% saying they have safety concerns with dating apps compared to 55% of Latinos and only 42% of white users.īLK has had 5 million downloads since it was launched in 2017, user engagement spiked 30% the day #VaxThatThangUp went viral. "It's supposed to be like the cookout if you will, where you have all socio-economic classes, all shades, but at the end of the day, we're all at this cookout together, and we just get it," he said. Kirkland emphasized BLK is not just a Black version of Tinder or OK Cupid, two of Match's other popular apps. I felt that BLK even outside of George Floyd has a deeper responsibility to the community we serve," said Kirkland.īLK is also hoping to open a new conversation about Black online dating. "All my initial plans for 'Hot Girl Summer' reimagined, definitely had to pivot all that. Floyd's death changed his marketing plans for last year and Kirkland believes it made elevating the online tools for Black dating more crucial. Kirkland began his role at BLK in April of 2020, just weeks before the killing of George Floyd in Minneapolis.
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So, hopefully with this video, either it'll spark people to take action to get vaccinated or at the very least to have conversations about it so that the conversation doesn't stop because it's definitely important, especially within our community," said Kirkland. "We didn't hit that 70% goal set by the White House, but that doesn't mean the conversation has to stop. have at least one shot of a Covid-19 vaccine, according to Kaiser Family Foundation.
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Only about 50% of Black adults in the U.S. adults are now vaccinated, according to NBC News. adults vaccinated by the Independence Day holiday.
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BLK also provides a free "boost" for vaccinated members, that brings more attention to their profile.īefore #VaxThatThangUp emerged, BLK was planning to launch a more traditional campaign ahead of July 4 as part of the Biden administration's push to get 70% of U.S. The dating app is encouraging users to get vaccinated by placing an icon that reads "Vaxified" on their profile if they self-report their status (proof is not required for health privacy reasons). In May, BLK and other dating apps partnered with the White House to promote COVID-19 vaccinations. Anyone who would anticipate an idea going viral to this extent has to be a maniac!" "Five billion media impressions later, of course we did not anticipate this. "The message showed up right on time culturally," said Farhang about the campaign that is the first created by Majority. It's been a whirlwind! The fact that we were able to pull all this off in a short period of time is amazing," said Kirkland. They tweaked it a little bit, recorded it and shot the video. The song was recorded in New Orleans and the video was shot in Atlanta in June. O'Neal used his music industry contacts to get Juvenile and Platinum producer Manny Fresh on board. But the team at BLK thought about the pitch for several days and decided to explore the idea.