As Valentine’s Day comes around once more, new research looks into the social media habits of dating app users, and the brands they are most likely to interact with.
The study, from marketing technology company 4C Insights, reveals Match.com has captured the most attention across Facebook and Twitter with 322% increase in social engagements between 29/01 and 11/02.
Match.com has stirred up the most love on social media with them experiencing 322% increase in engagement across Facebook and Twitter, through their #MatchMade and #WeBelieveInLove stories/campaign.
2nd place, Tinder, with an increase of 115% in engagements, as they continue their campaign series “Single does what single wants”.
In addition, 4C measured the propensity for consumers who have engaged with a particular dating app to engage with another brand. Those listed below illustrate the brands these consumers are most likely to engage with.
- Match,com engagers, are 4x more likely to engage with a ASDA
- Tinder engagers, are 8x more likely to engage with Cosmopolitan
- Bumble engagers, are 9x more likely to engage with Netflix
- Chappy engagers, are 4x more likely to engage with Harrods
- Happn engagers, are 5x more likely to engage with Boohoo
Through analysing social media engagements in EMEA, 4C highlights those who engage with the Match are also 2.4 times more likely than the average user to be engaging with grocery brand, ASDA – highlighting the affinity between Match and more mature users.
On the opposite end of the spectrum, Tinder claims second place for the most engagements across social media with 115% increase. These casual dating ‘swipers’ are 2.8 times more likely than the average user to engage with Cosmopolitan – the women’s magazine for fashion, dating and relationship advice.
The 4C Insights Affinity Graph™ measures the propensity for consumers who have engaged with a particular dating app to engage with another brand. Those listed below illustrate the brands these consumers are most likely to engage with.
| Dating Apps | Engagers with said dating app are X times more likely to engage with the below brands |
| Match | Asda (2.4x) |
| Bumble | Netflix (1.9x) |
| Tinder | Cosmopolitan (2.8x) |
| Hinge | New Look (1.8x) |
| OKCupid | LEGO (2.4x) |
| eHarmony | Boots (3.3x) |
| Happn | Boohoo (13.5x) |
| Badoo | Red Bull (2.6x) |
| Huggle | Greggs (4.3x) |
| Once | Disney (8.3x) |
| Chappy | Harrods (4x) |
| Plenty of Fish | Greggs (10.4x) |
| The League | Travelzoo (6.1x) |
| Clover | McDonald’s (4.4x) |
Aaron Goldman, CMO at 4C Insights comments, “Match.com draws in success from mature love stories, appealing to those looking for something meaningful, through with their social hashtags #MatchMade and #WeBelieveInLove, Tinder, on the other hand, is promoting Singles Day (15th Feb), teaming up with Homesick Candles with their ongoing campaign “Single does what single wants”. The campaign is a continuation of a series of phrase driven concepts launched in October 2018, including “Single not sorry” – which now boasts its own web page.
“For those brands looking to capitalise on the season of love,” Aaron continues, “noting the engagement patterns of consumers is invaluable. For example, Bumble, another millennial-centric app, could look to embrace their association with Netflix amongst their fan base, formulate a campaign that resonates with their audience – find your Netflix-and-chill partner.”
Definitions:
- Social Engagement: Mentions, retweets, comments and post likes using official Facebook pages, and Twitter handles, as well as related keywords and hashtags between 29th January and 11th February 2019
- Social Affinity: Among people who engage with each dating app on social media, how much more likely are they to engage with a brand compared to the average population who engage with that dating app?