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

Grindr is shifting its marketing into the material world. Bloomberg/Getty Images A version of this post appears in the CMO Insider newsletter. Sign up for Business Insider's weekly marketing newsletter . Grindr became one of the world's best-known dating brands by helping men meet each other using their phones. Its marketing dollars, on the other hand, are increasingly being deployed in the real world. Grindr CMO Tristan Pineiro told me 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 .