Matchbox: 📈34M+ Views, 1.9M Likes, 100+ Videos

From Niche to Nightlife Sensation: How Matchbox Parties Have Dominated NYC’s Social Scene

There's currently a huge wave of fatigue with online dating apps, and people are beginning to resort back to IRL events. Companies are struggling to figure out how to stay relevant and adapt to this new wave of social interactions. One founder has been able to capitalize on this opportunity by figuring out a way to use a digital service to add to these IRL experiences vs. replacing them. This is the story of Matchbox and how they have become a hot summer sensation among singles in NYC.

Background 📓

Matchbox is a web app matching algorithm that parties can use to create a fun dating experience for their next event. Hosts will pay a price-per-participant fee and in return they get access to this tool as well as the experience that comes along with it. At the start of the party, participants will answer an online quiz and towards the end of the party, a countdown will commence revealing their perfect match. Although Matchbox is really a B2B company, they have been able to create a social media strategy directed to singles that has created a viral internet storm among hopeless romantics.

Here are some of their most successful videos and how they did it 👇:

🎬 The red envelope: 6.2M Views, 551K Likes, 206K Shares

Hook: ”I went to the NYC party where they give you an envelope with the name of your date”

Format: party clips + caption overlay + voice overlay

Why this video worked:

• Hook creates intrigue

• Image directly relates to caption

• Localization in hooks → NYC

• Voice overlay creates pov story telling

🎬The only party that pairs everyone: 2.1M Views, 65K Likes, 57K Shares

Hook: “this is the *only* party I’ve ever heard of that pairs everyone up with a date…

Format: party clips + caption overlay + voice overlay

Why this video worked:

• Emphasis on key words with asterisks = *only*

• Wild guarantee → everyone gets paired

• Footage of irl event = credibility

🎬 Party with a countdown timer: 5.1M Views, 343K Likes, 55.6K Shares

Hook: “POV: you go to an NYC party where everyones phone gets take over by a countdown timer…”

Format: POV + party clips

Why this video worked:

• Hooks piques interests..makes you cont watching

• Dramatic hostile verbiage → “taken over”

• Quick product demo from a first person pov

Key takeaways from Matchbox 💡

• Feeding on inner desires

  Matchbox is creating a promise many people want to see come true → guarantee of finding a date.

• Master of story telling

  Each video is like a mini movie into what these events are like. Voice overs + compelling imagery can create a mini story that hooks people in.

• Seamless product demos

  They’ve figured out a way to seamlessly demo their product into their videos. Sometimes they’ll do a pov shot and sometimes they’ll pop up screenshots overlaying the video.

• Emphasis on sharable content

  One of the key reasons their content is so viral is because their share rate per video is incredibilty high. The concept is inherently viral due to the nature of parties. Most people would rather attend parties with a friend.

What you can replicate from this format 💰

• Create hooks that pique interests

  Some ways to do this are to create wild guarantees. Things that people would like to believe but its hard to…

• Using imagery to create credibility

  Large gathering are a good way to seem legit and look like you’re already going viral. But this doesn't have to be the case. Get smart with it. Go to a party with a friend and film him using the app. Same effect.

• Create emphasis in your hooks

  Emojis are a good place to start but playing with asterisk or capitalizing words can help sell a certain tone of voice or give emphasis to specific aspects.
  

Know a founder that could use some help creating content? Feel free to share!

That’s all I got for this one. If you have any other viral consumer products you want me to break down my DM’s are always open.

Cheers!

Nick 🤝