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This is a change from 2015, when Grindr didn’t publish anything to Instagram during this same period.We’ve noted before that Instagram is growing in importance for brands.We used Spike to analyze their social content on Facebook and Instagram from January 15th through February 15th, 2017.We combined likes, shares, and comments for Facebook, and later on, likes and comments for Instagram.e Harmony produced the most content with 88 posts, and the average amount of content posted was 36 posts.Of these Pages, Zoosk and Badoo have the biggest amount of followers, 13 million, and 12 million, respectively.We’re continually watching how brands are taking advantage of Facebook’s favored format, video.

What can we derive from the best content of the 2017 Valentine’s season?Links were the most commonly posted format, followed by photo content.The top photo, also from Zoosk, celebrated National Hugging Day.Bumble’s Instagram drove more than 429,000 likes and comments in the 30 days before Valentine’s Day.Compare this with Grindr, which as the runner-up, only drove 19,000 engagements.

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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.

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