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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.
Compare this with Grindr, which as the runner-up, only drove 19,000 engagements.
This is a change from 2015, when Grindr didn’t publish anything to Instagram during this same period.
Whimsical holidays provide a relevant way for brands to join in on trending social media conversations.
When it resonates with your audience in a genuine way, it can pay off.
Grindr’s top posts also were related to politics and LGBT rights.
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.