The online matchmaking service used Facebook Marketing Partner Hootsuite to organize and optimize its Facebook and Instagram ad workflow, resulting in a 65% increase in subscriptions.
increase in subscription conversions
reduction in time spent on ad workflow
increase in creative production
Organizing online dating
Recognizing the benefits of an online community, clinical psychologist Dr. Neil Clark Warren founded global online dating site eHarmony in 2000. The brand has since partnered with social media management platform Hootsuite to scale its resources and improve online conversions.
Optimizing its social strategy
eHarmony wanted to optimize its social media campaigns, with the ultimate goal of increasing subscriptions. The matchmaking service also wanted to create engaging content and connect with potential customers more efficiently, and prove the value of social media engagement.
We were really excited to compare the results of posting unique, creative content that our audiences would enjoy on our Page with a more traditional digital ad campaign. Being able to track the results on such a granular level justified our efforts.p.
-Kerianne Mellott, Director of Social Media, eHarmony
The brand’s social media specialists developed unique Facebook posts using images and copy that typically enhance engagement on social media: emojis, memes and humor. Using the Hootsuite platform, eHarmony scheduled, managed and monitored every post it created across both Facebook and Instagram, all in one convenient dashboard.
The online matchmaker integrated Hootsuite’s analytical tools to track the performance of its online posts, and boosted posts that attracted the highest audience engagement.
Connecting with potential customers
In addition to planning, organizing and managing its posts with Hootsuite, eHarmony also used the tool to respond to questions and comments left on each post, boosting its response rate to 84%.
Proving social media’s worth
The brand not only used Hootsuite to better reach and connect with potential customers, but also tracked all the data coming from its social media marketing, and proved that Facebook drives more subscriptions than any other digital channels.
By partnering with Hootsuite, eHarmony is not only able to better reach its audience on Facebook and Instagram, but it has also proved the value of audience engagement. Its ongoing campaign, which began in December 2014, has achieved:
- 65% increase in subscription conversions
- 20% reduction in time spent on ad workflow
- 50% increase in creative production