Zoosk’s top link post shared the Former President Obama’s love story with the Former First Lady.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 video was Zoosk’s video on “How to text someone you like“, which featured a relationship coach giving helpful tips.Links were the most commonly posted format, followed by photo content.
This is a change from 2015, when Grindr didn’t publish anything to Instagram during this same period.
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.
Many of the dating brands used links to share their owned content or blogs.
For brands, we’ve been seeing more and more brands take a political role and create content around what their audience cares about.
For other brands, other top links posts also tended to share relationship advice.