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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.
Zoosk’s top link post shared the Former President Obama’s love story with the Former First Lady.
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.
Match, despite being a well-known dating site, didn’t post any content at all to its Facebook Page.
As we said before, more brands are incorporating politics and social issues into their content strategy. 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, 2017.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.
Compare this with Grindr, which as the runner-up, only drove 19,000 engagements.