Tinder focused on acquiring their hardest users to impress first. They didn't actually focus too much on growth & instead channelled their energies into making the product made those "hardest users" happy.
Tinder used very scientific methods. Their testing involved using paid media to drive only 10,000 users to Tinder, but focussed intensely on looking at that cohort's week-long retention & behaviour.
They found a cohort that would be the cheapest users to acquire at the top of the funnel that would help scale Tinder, but would not make the company profitable.
The more expensive cohort at the bottom of the funnel were very difficult to scale but would make Tinder profitable.
This was then used as the basis of their intelligent marketing mix.
Facebook, Twitter & LinkedIn
These companies found that paid ads are crucial, but only if you're confident that you'll achieve a big organic lift from them. Organic lifts are important for these three companies because their products are network based.
They asked "do paid ads get us super fans who will spread the word for us?"
To answer this question they had to be data aware. For example, LinkedIn emphasise using the NPS (Net Promoter Score) method. It's vital to fully understand the individual anecdotes behind the feedback.
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