Out of the 357 posts from the ten dating brands we analyzed, only 15 posts were video media.e Harmony, Grindr, Bumble, and Zoosk were the only brands to post any video content.
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We’ve noted before that Instagram is growing in importance for brands.
On average, the brands posted 30 times to their accounts in the lead up to Valentine’s Day.
Of these Pages, Zoosk and Badoo have the biggest amount of followers, 13 million, and 12 million, respectively.
e Harmony had 375,000 followers at the time of this posting, and Bumble only had 73,000 followers.
Match, despite being a well-known dating site, didn’t post any content at all to its Facebook Page.
e Harmony produced the most content with 88 posts, and the average amount of content posted was 36 posts.
There is quite a difference in the rankings on Instagram for the top dating brands.
Bumble’s Instagram drove more than 429,000 likes and comments in the 30 days before Valentine’s Day.
There were 272 photos posted by these dating brands and only 27 videos. Its top liked and commented posts were all focused on positivity and empowerment, which is well-suited for the inspirational platform.
Bumble’s top post also incorporated one of the best strategies to get users commenting on Instagram, by using a relatable meme and suggesting they tag a friend.
We combined likes, shares, and comments for Facebook, and later on, likes and comments for Instagram.