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Compare this with Grindr, which as the runner-up, only drove 19,000 engagements.
This is a change from 2015, when Grindr didn’t publish anything to Instagram during this same period.
The dating brand saw 58,000 engagements to its Facebook Page in the month before Valentine’s Day.
Zoosk’s top posts centered around inspiring its followers to find love, sharing advice, asking questions about dating, and posting witty content to lighten up any loneliness.
Many of the dating brands used links to share their owned content or blogs.
For brands, we’ve been seeing more and more brands take a political role and create content around what their audience cares about.
We combined likes, shares, and comments for Facebook, and later on, likes and comments for Instagram.
It was a tongue-in-cheek poke at the struggles that women may face in online dating, and an acknowledgement that the brand recognizes their users’ challenges.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.Coffee Meets Bagel’s top post was also around positivity.As we said before, more brands are incorporating politics and social issues into their content strategy.
For other brands, other top links posts also tended to share relationship advice.