Bumble Rebrand: Why Everyone’s Talking & What Marketers Can Learn

From positioning to marketing, here’s why everyone’s talking about Bumble

Bumble’s ”We’ve changed so you don’t have to” OOH

Everyone is talking about Bumble. Not because most people prefer Bumble over other dating apps or because of its famous “Make The First Move” tagline.

On Friday, April 26th, Bumble wiped its Instagram clean and posted a bunch of memes using 19th-century paintings that portray “exhausted women through the years” to show one message: Women are tired of swiping left and right without arriving anywhere.

The caption of the post followed:

“Dating needs a wake-up call. We’re on it. Chapter one of the new Bumble coming 4.30.24.”

Bumble’s first post after having deleted all the previous ones

It was a very subtle way of making us anticipate Bumble’s rebrand. I immediately tapped on the yellow logo to see if they’d shared more about it on Instagram. To my (and the other 576K followers’) surprise, Bumble had deleted all their previous posts to match the vibes of its rebrand.

But is it really smart to delete your posts with millions of impressions just to create a social buzz? Seems like it…