Where was the love on Valentine’s Day? 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 2013, with 15 percent of all American adults giving it a try. These dating sites and apps see increased traffic around Valentine’s Day, and a jump in engagement and new members.
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. We combined likes, shares, and comments for Facebook, and later on, likes and comments for Instagram.
Tinder was our Facebook champion for total engagement, with 90,000 total likes, shares, and comments. Zoosk saw the most comments at 6,000.
Plenty Of Fish, BlackPeopleMeet, and Coffee Meets Bagel were absent from Facebook in the past two weeks. eHarmony produced the most content with 61 posts, and the average amount of content posted was 18, discounting the three sites that didn’t post.
What can we derive from the best content of this Valentine’s season?
Tinder’s best content in the lead-up to Valentine’s Day was actually a shout-out to their Instagram account that used self-deprecating humor.
The post had 50,268 likes, 7,600 shares, and 2,400 comments. It used a text-photo about being awkward romantically. The post was tongue-in-cheek and showed camaraderie with Tinder’s user base. The Facebook fans who commented on the post were generally tagging their fellow Casanova-wannabes.
Zoosk, a dating site with 35 million global users, saw the most total comments on Facebook during the Valentine’s Day lead-up. Their most popular post employed the same brand of humor as Tinder.
It saw over 3,000 likes, 750 shares, and 585 comments, ranging from people commiserating, giving love advice, and looking for romance right on the Facebook thread.
We’re watching how brands are taking advantage of video this year, and out of the 159 posts by the dating sites and apps, only 11 posts were video media.
Again, Zoosk had the top engaging video, of President Barack Obama telling Ellen Degeneres that Michelle Obama was his Valentine. It had nearly 2,000 likes, and over 300 shares and 300 comments.
Another video that saw engagement combined two tactics—promotion and adoption of new technologies. eHarmony had a contest hosted over Facebook Live that gave users a chance to win $500 for sharing their best date story. Facebook Live videos create a sense of urgency and promote commenting in real-time by users watching the stream.
Despite being absent on Facebook, Coffee Meets Bagel had the most Instagram engagement, narrowly beating out Badoo. Coffee Meets Bagel is a different sort of dating app, in that it only allows users to make one match a day, emphasizing quality over quantity. It’s very much the opposite of our Facebook winner, Tinder.
The niche accounts were absent; Grindr didn’t publish anything to Instagram during this period, and BlackPeopleMeet and ChristianMingle both didn’t have Instagram accounts. The average amount of Instagram posts published during this period was 11.
Contests Get Hearts All Aflutter
Like eHarmony’s Facebook video, Coffee Meets Bagel saw tremendous engagement for a contest they hosted. In true rom-com fashion, they auctioned off a date with @doctor.mike, an internet-famous (and gorgeous) doctor.
The top post was identifying the lucky winner, and saw 571 likes and 322 comments. In part a fundraiser, the contest raised over 91,000 dollars for the Limitless Tomorrow Foundation. Coffee Meets Bagel saw success from this through partnering with an influencer and a good cause.
Aspiration and Humor
There are several voices that tend to see high engagement on Instagram. Badoo and Tinder, our second and third top contenders on Instagram, each employ one of these voices on their accounts.
Badoo, a London-headquartered dating site has been on the rise, after recently acquiring LuLu, an app that lets women anonymously rate men. Their best post, and overall voice on Instagram appeals to the aspirational user base of the platform. It shows an artsy couple embracing on an empty street on a fall day. The photo post had over 600 likes.
Like their voice on Facebook, Tinder’s best post on Instagram poked fun at Valentine’s and commiserated with their audience. It was a regram from another user, which can help boost engagement from that user’s followers, especially since the user they chose has a comparable following.
The Fairest of Them All
The tactics didn’t vary too much across Instagram and Facebook, though the top players did. On Instagram, the newer dating platforms reigned, while eHarmony and Match 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.
We’ve seen success with contests and promotions before, and they yielded high likes and comments for Coffee Meets Bagel, eHarmony, Christian Mingle, and Match.
Dating sites are wooing followers on new social channels too. Tinder, our Facebook champion, also released a Snapchat filter on Valentine’s Day so that users could 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 more of the latest brand marketing trends and strategies, join our newsletter already read by over 10,000 marketing gurus.