As a single lady in 2015, I’ve had the (insert sarcasm here) great pleasure of immersing myself in the wonderful world of online dating. In my time swiping left and right, trying to find that perfect match, I can’t seem to turn off my marketing brain and have noticed that some of these online dating brands are really doing something right when it comes to content marketing.

So while I evaluate my next date…let’s take a look at some of these dating apps and see how they’re using content and social media to grow their community and help people find l-o-v-e.

  1. Hinge. With nearly 10,000 followers on Instagram, Hinge is using the social network to not only entice singles to download and use the app, but also to share dating success stories. A recent post features a cute picture of a couple, along with a brief caption allowing the couple to share their own “how we met” story (cough cough, user-generated content!) Hinge is known for their fun Instagram hashtags: #MeetHimOnHinge when they feature an eligible bachelor, #MeetHerOnHinge for a, you guessed it, eligible bachelorette and #Hinged when they spotlight a Hinge couple. The dating app also uses Instagram to share dating tips and best practices based on app data. Hinge also has a blog and while not updated super frequently, when it is updated, they dive into super niche data like this post/infographic on why yogis date differently and experiments on how to start a conversation on the app.
  1. Coffee Meets Bagel. Coffee Meets Bagel’s juicy blog is filled with more than just calls-to-action to get on the app. Instead, it’s filled with useful and interesting content…like their recent “Kissing In The _______” series, featuring infographics detailing what it’s like to have a first kiss in different countries such as the United States, Hong Kong and Australia. Coffee Meets Bagel leverages its user-base and wealth of data to survey members and produce other blog posts and infographics. They then share these visually compelling piece of content on their other social media platforms like Facebook and Twitter. And what better way to convince people their product works than by sharing adorable engagement photos from people who met on the site?
  1. Bumble. On Bumble, the ladies are in charge…and their website and social media certainly reflect that. Bumble says they are “changing the rules of the game” by allowing only the woman to make the first move with a new connection on the app. Bumble calls their female users “Queen Bees” and works the clever “bees” and girl-power attitude into their marketing: some popular hashtags include #beekind and #beeconfident. The app’s Instagram account is hilarious, filled with funny memes, hilarious quotes and a surprising (yet refreshing) lack of much promotion to join the site. Bumble leverages trending hashtags like #MCM (Man Crush Monday) and #WCW (Woman Crush Wednesday) to feature their users. On a more serious note, Bumble uses Facebook to share empowering articles about famous women, dating, relationships and more.

What can we learn from these three apps seeking to help singles everywhere find the one?

  • User-generated content is key. People want to hear from other people like them.
  • If you have data, use it. And use it in a visually-compelling manner.
  • Find a distinct personality online. Don’t be afraid to push the envelope.
  • Leverage popular hashtags and trending topics.
  • Be useful. Share other relevant content that isn’t directly related to your product or service.

Whether you’re single or coupled up, take notes on what these dating brands are doing online. Their recipe for love (and marketing success) may just help you take your content marketing to the next level.