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.
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.
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.
For other brands, other top links posts also tended to share relationship advice.