Grindr is betting big on IRL marketing. There’s a very digital reason.

Grindr is shifting its marketing into the material world. Grindr CMO Tristan Pineiro told Business Insider that there are two pertinent and digital business reasons he's betting big on IRL. The photos and videos that people organically share when they're enjoying an event can travel further on social media than the brand's own posts. Then there's a quirk of Grindr's advertising business: many brands are still wary of placing their ads inside a gay hook-up app, with Pineiro noting that there is a lot of nervousness about it, especially with the rollback of DEI.

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