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?
Tongue-In-Cheek
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.
They had a more varied approach than Tinder, also sharing success stories (534 comments) and honing in on unofficial holidays like Friends Day (468 comments).
Video Media
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.
Instagram Engagement
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.