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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.

There were 272 photos posted by these dating brands and only 27 videos. Its top liked and commented posts were all focused on positivity and empowerment, which is well-suited for the inspirational platform.

Bumble’s top post also incorporated one of the best strategies to get users commenting on Instagram, by using a relatable meme and suggesting they tag a friend.

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

We’re continually watching how brands are taking advantage of Facebook’s favored format, video.

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On average, the brands posted 30 times to their accounts in the lead up to Valentine’s Day.

There is quite a difference in the rankings on Instagram for the top dating brands.

Bumble’s Instagram drove more than 429,000 likes and comments in the 30 days before Valentine’s Day.

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.

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