We break down the top dating sites to see who was the best at wooing on social this February. More than ever, adults are going online to find love.
Use of online dating by young adults has nearly tripled since , with 15 percent of all American adults giving it a try. Keeping those new figures in mind, we decided to explore how the most popular matchmaking sites did on social media.
We used Spike to analyze their social content on Facebook and Instagram from January 15th through February 15th, We combined likes, shares, and comments for Facebook, and later on, likes and comments for Instagram. For total engagement, Zoosk was the clear winner by a long shot. Of these Pages, Zoosk and Badoo have the biggest amount of followers, 13 million, and 12 million, respectively. Out of the posts from the ten dating brands we analyzed, only 15 posts were video media.
Links were the most commonly posted format, followed by photo content. The top photo , also from Zoosk, celebrated National Hugging Day. Whimsical holidays provide a relevant way for brands to join in on trending social media conversations. Many of the dating brands used links to share their owned content or blogs. For dating brands, social media can be a receptive platform for inspirational stories, especially those about celebrities.
Some of its other top posts were success stories from those who found love. For other brands, other top links posts also tended to share relationship advice. Instagram Engagement There is quite a difference in the rankings on Instagram for the top dating brands. Compare this with Grindr, which as the runner-up, only drove 19, engagements. JDate only posted once, and Bumble posted the most frequently, with 50 posts.
Video on Instagram continues to be outpaced by photo. There were photos posted by these dating brands and only 27 videos. Positivity Why was Bumble top on Instagram? Its top liked and commented posts were all focused on positivity and empowerment, which is well-suited for the inspirational platform. As we said before, more brands are incorporating politics and social issues into their content strategy. When it resonates with your audience in a genuine way, it can pay off.
Humor Comedic content resonated on Instagram as it did on Facebook. The brand even made fun of itself, showing off a cringe-worthy Tinder profile. Humor and memes tend to work well on Instagram, which has a much lighter tone than its parent platform Facebook or platforms like Twitter. On inspirational Instagram, it might be the case. Many of the dating brands shared the success stories of couples that met through their sites and apps.
Again, this works well for the positive nature of the platform. On Instagram, the newer dating platforms reigned, while eHarmony still managed to stay high up in the Facebook rankings. Niche dating sites were toward the bottom of the rankings. Surprisingly OkCupid, which has a Millennial focus and puts out aesthetically compelling sociological reports , was also low in engagement.
Dating sites are wooing followers on new social channels too. To see how dating brands stack up right now, try NewsWhip Spike. Get Blog Updates by Email Leave this field empty if you're human: Endlessly fascinated by the evolving digital space, she researches the latest trends in marketing and social media. Email Gabriele via gabriele.