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.
JDate only posted once, and Bumble posted the most frequently, with 50 posts.
Video on Instagram continues to be outpaced by photo.
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.
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.
Out of the 357 posts from the ten dating brands we analyzed, only 15 posts were video media.
e Harmony, Grindr, Bumble, and Zoosk were the only brands to post any video content.