A quarter of Tinder users swipe right to voluntarily hear more from brands, according to the dating app founder, Sean Rad.

The Tinder platform, where users are presented with multiple profiles of potential dates and either swipe right to indicate they are interested or left if they are not, has proved a hit among users and as a result initial attempts at monetisation have focused on this feature.

A limited number of brands have been invited to create profiles and create campaigns where users can swipe right if they are interested in seeing more.

Rad said the app had been expecting some initial blowback from the brand profiles, but the early reactions have been positive.

A recent campaign with Bud Light saw the beer brand offered as a profile on the platform that users could ‘match’ or ‘swipe right’ with to win a holiday, proved to be popular amongst users.

Rad believes this new way of placing content on a platform which requires user engagement like Tinder, is an area which brands are yet to fully utilise.

“Almost all advertising is interruptive and the relevance isn’t high enough, but with Tinder you’re in discovery mode, there’s a whole new relationship with brands there,” Rad said at an event in Cannes organised by SapientNitro.

With 25% of users choosing to swipe right, the initial stages of brand engagement via Twitter have been a success.

“They have specific intent and have decided to opt into seeing more from these brands,” Rad said.

Rad believes that the mindset of users who walk in the door expecting to get new, fun content from people they don’t know is partly responsible for the high levels of engagement.

“Great advertising feels less like advertising and more about content.”

Rad reported that there have been eight billion matches where both users have swiped right on each other in the apps expanding user base.