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Zoosk’s top link post shared the Former President Obama’s love story with the Former First Lady.
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.
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.
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.We’ve noted before that Instagram is growing in importance for brands.On average, the brands posted 30 times to their accounts in the lead up to Valentine’s Day.Of these Pages, Zoosk and Badoo have the biggest amount of followers, 13 million, and 12 million, respectively.e Harmony had 375,000 followers at the time of this posting, and Bumble only had 73,000 followers.There is quite a difference in the rankings on Instagram for the top dating brands.Bumble’s Instagram drove more than 429,000 likes and comments in the 30 days before Valentine’s Day.We combined likes, shares, and comments for Facebook, and later on, likes and comments for Instagram.For total engagement, Zoosk was the clear winner by a long shot.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.