“They wrote a very data-driven blog that the press and oftentimes the results would be controversial and they said we're just going to publish the results and the press would pick that up and write about it.”

OKCupid's Data-Driven Blog Playbook: Earn Press Coverage on Zero Marketing Budget

OKCupid had a freemium product and near-zero marketing budget, so they invented a different engine: mine their own data for counterintuitive findings and publish them as blog posts. Controversial-but-true data stories attracted press coverage on a repeatable cadence. Tinder adapted this playbook to stay in media globally, learning that one story often echoes across international outlets. For any app with aggregate user behavior data, this approach turns internal analytics into a content flywheel that rivals paid PR.