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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.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.

Video on Instagram continues to be outpaced by photo.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.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.

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