ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Forbes blends LinkedIn, Tinder formats in exclusive mobile networking community

Forbes Media is bringing its Under 30 community together in an exclusive LinkedIn-type mobile application that uses Tinder technology in an attempt to legitimize the editorial feature and drive engagement with the millennial demographic. 

The business publication, like many traditional publications, has been updating its technological efforts to appeal to younger demographics uninterested in traditional news formats. The Under 30 community app will allow individuals featured in Forbes? 30 Under 30 lists to network and connect, emulating a premier LinkedIn format. 

"The Forbes Under 30 app is a tool that allows an influential group of entrepreneurs and game changers connect and strengthens this community all under the Forbes umbrella," said Salah Zalatimo, head of mobile products at Forbes. "Forbes will work with members to develop content for the community and by the community that will be published outside of the app, specifically for an Under 30 channel Forbes plans to launch on Forbes.com this October. 

"So the app, which has an exclusive universe of Under 30 community members, will complement our new online channel that provides scale," he said. "In addition, marketers will have an opportunity to integrate into the app to reach the highly coveted target audience of young influential entrepreneurs in an authentic way."

30 under 30
The Forbes? Under 30 app will allow those showcased in any of its 30 under 30 lists published up to date a network to converse and share business opportunities with each other. The app will act as a business forum, exclusively available to the 20,000 individuals mentioned in the lists. 


Forbes' 30 Under 30 Summit also puts on a music festival

Features such as activity feeds, member directories, notifications, messaging and various connections for industry ventures are available to the app users. Tinder is even bringing the Under 30 community a speed dating-like business feature, in its first ever partnership.

Users can connect to each similar to digital dating Web sites apps, but for business opportunities. This is Tinder?s first technology partnership, which resonates with the younger demographic that fits this app. 

Developing an app solely for those featured within Forbes? content creates a more exclusive image for the publication. The community is very limited to those authorized to join, making the Forbes? Under 30 app almost like an exclusive club. 

The app will launch in October, and be celebrated an at event sponsored by Cadillac, a luxury automobile brand, furthering its premium image. 

Creating the app for those under the age of 30 will be better known within the younger community. The faces of the Under 30 individuals are likely to be recognized by consumers within that age group, and can entice them to the publication?s content. 
Forbes? 30 Under 30 lists are its well-known editorial pieces that focus on individuals making substantial strides and contributions in various fields. There are 30 individuals featured in each list from respective fields such as business, art, Hollywood, food, sports and various others. 

Once a year the business magazine publishes a list of the top 30 individuals across all industries for the annual period. 

Marketers
Marketers should be paying attention to communities such as the Forbes? Under 30 app LinkedIn. 

While brands and executives from around the globe are often present on LinkedIn, very few advertising initiatives appeared, making the site a missed opportunity for mobile marketers (see more). 

However, film studio 21st Century Fox did show off its mobile skill set with a LinkedIn contest to promote the film Taken 3, attracting fans with a YouTube video that features Liam Neeson (see more). 

"The app features activity feeds, member directories, messaging, notifications, and opportunities for business networking among Forbes? Under 30 list members," Mr. Zalatimo said. "The app includes a unique speed business networking feature that is powered by Tinder.  

"This is the first time that Tinder has partnered with another brand to extend its technology," he said. "The three goals of the Under 30 social networking app are to empower our Under 30 community to connect and mobilize, both online and offline, create unique content for and by the Under 30 community that will drive the new Under 30 channel on Forbes.com." 

"Also, to provide our marketing partners with a forum to interact with the world?s most influential and successful millennials in an authentic way."

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer