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08-Feb-2017 01:35

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.

Keeping those new figures in mind, we decided to explore how the most popular matchmaking sites did on social media.

We used Spike to analyze their social content on Facebook and Instagram from January 15th through February 15th, 2017.

What can we derive from the best content of the 2017 Valentine’s season?

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.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.JDate only posted once, and Bumble posted the most frequently, with 50 posts.

Video on Instagram continues to be outpaced by photo.Match, despite being a well-known dating site, didn’t post any content at all to its Facebook Page.e Harmony produced the most content with 88 posts, and the average amount of content posted was 36 posts.When it resonates with your audience in a genuine way, it can pay off.