Latest Dating Sites on Facebook and Instagram; On Valentine’s Day, where was love? We’re breaking down the top dating sites to see who this February was the best at social wooing.
Adults are going online more than ever to find love. Since 2013, the use of online dating by young adults has almost tripled, with 15 percent of all US adults giving it a try. Around Valentine’s Day, these dating sites and apps see increased traffic, and a spike in participation and new members.
With these new figures in mind, we decided to explore how the most popular social media matchmaking websites were doing. From January 15 through February 15, 2017, we used Spike to examine their social content on Facebook and Instagram.
For Facebook, we combined likes, shares and comments, and later on, Instagram likes and comments.
Tinder, with 90,000 total likes, shares, and comments, was our Facebook champion for total engagement. At 6,000, Zoosk saw the most comments.
In the previous two weeks, Plenty Of Fish, BlackPeopleMeet, and Coffee Meets Bagel were absent from Facebook. With 61 posts, eHarmony generated the most content, and the average amount of posted content was 18, discounting the three sites that didn’t post.
What can we derive from this Valentine’s season’s best content?
In the lead-up to Valentine’s Day, Tinder’s best content was actually a shout-out to their Instagram account that utilized self-deprecating humor.
There were 50,268 likes in the post, 7,600 shares, and 2,400 comments. It used a text photo about being romantically awkward. The post was tongue-in-cheek and displayed camaraderie with the user base of Tinder. In general, the Facebook fans commenting on the post were tagging their fellow Casanova-want tobes.
During the Valentine’s Day lead-up, Zoosk, a dating site with 35 million global users, saw the most total Facebook comments. Their most famous post employed the same humor brand as Tinder.
Over 3,000 likes, 750 shares, and 585 comments were seen, ranging from people commiserating, giving advice on love, and looking for romance right on the Facebook thread.
They had a more diverse approach than Tinder, sharing success stories (534 comments) and perfecting themselves on unofficial holidays such as Friends Day (468 comments).
Media on video
This year we’re watching how brands are taking advantage of video, and only 11 posts were video media out of the 159 posts by the dating sites and apps.
Again, Zoosk had the most engaging video of Ellen Degeneres being told by President Barack Obama that Michelle Obama was his Valentine. There were almost 2,000 likes, and more than 300 shares and 300 comments.
Two tactics were combined in another video that saw engagement: the promotion and adoption of new technologies. On Facebook Live, eHarmony had a contest that gave users a chance to win $500 for sharing their best date story. Facebook Live videos create a sense of urgency and encourage users watching the stream to comment in real-time.
Engagement from Instagram
Coffee Meets Bagel had the most Instagram involvement, despite being absent on Facebook, narrowly beating out Badoo. A particular kind of dating app is Coffee Meets Bagel, in that it only enables users to make one match a day, stressing quality over quantity. It’s pretty much the opposite of our winner on Facebook, Tinder.
The niche accounts were missing; during this time, Grindr did not post anything to Instagram, and both BlackPeopleMeet and ChristianMingle did not have Instagram accounts. During this time, the average volume of Instagram posts published was 11.
Contests Get All Aflutter from Hearts
Coffee Meets Bagel saw immense dedication to a contest they organized, like eHarmony’s Facebook video. They auctioned off a date with @doctor.mike, an internet-famous (and gorgeous) doctor, in true rom-com fashion.
Identifying the lucky winner was the top post and had 571 likes and 322 comments. The contest raised over 91,000 dollars for the Infinite Tomorrow Foundation, partially as a fundraiser. By working with an influencer and a good cause, Coffee Meets Bagel saw success from this.
Humor and Aspiration
There are many voices that on Instagram appear to see high interaction. Our second and third top Instagram contenders, Badoo and Tinder, each employ one of those voices on their pages.
After recently acquiring LuLu, an app that lets women anonymously rate men, Badoo, a London-based dating platform, has been on the rise. Their biggest post and overall voice on Instagram appeals to the platform’s aspiring user base. It displays an artsy couple enjoying a fall day on an empty path. There were over 600 likes for this photo article.
Tinder’s best post on Instagram poked fun at Valentine’s and commiserated with their audience, much like their voice on Facebook. It was a regram from another user that can help boost the engagement of the followers of that user, particularly because they have a similar follow-up to the user they chose.
The Fairest of Them All
The methods didn’t differ too a lot throughout Instagram and Facebook, though the top players did. On Instagram, the more recent courting structures reigned, while eHarmony and Match nevertheless managed to continue to be excessive up in the Facebook rankings.
Niche courting websites have been toward the backside of the rankings. Surprisingly OkCupid, which has a Millennial focus and puts out aesthetically compelling sociological reports, was also low in engagement.
We’ve seen success with contests and promotions before, and they yielded excessive likes and feedback for Coffee Meets Bagel, eHarmony, Christian Mingle, and Match.
Dating sites are wooing followers on new social channels too. Tinder, our Facebook champion, additionally launched a Snapchat filter on Valentine’s Day so that customers ought to dub themselves or others’ “Swipe Right Material”.
We’ll keep checking the love in Spike to see if Tinder and Coffee Meets Bagel stay supreme on social. For extra of the ultra-modern company marketing developments and strategies, join our newsletter already study by over 10,000 marketing gurus.