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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.
The top video was Zoosk’s video on “How to text someone you like“, which featured a relationship coach giving helpful tips.
This is a change from 2015, when Grindr didn’t publish anything to Instagram during this same period.
What can we derive from the best content of the 2017 Valentine’s season?
We’re continually watching how brands are taking advantage of Facebook’s favored format, video.
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.
We combined likes, shares, and comments for Facebook, and later on, likes and comments for Instagram.