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Check out Bumble’s top post below: The post is relatable to the app’s audience of Millennial daters.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.For other brands, other top links posts also tended to share relationship advice.Many of these publishers created content that was silly or used humor to sympathize with their readers’ search for love.JDate only posted once, and Bumble posted the most frequently, with 50 posts.Video on Instagram continues to be outpaced by photo.

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.

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.

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.

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