--- title: "TikTok Growth Outpaces Instagram for Dating Brands" description: "TikTok's 200% follower growth rate challenges Instagram's role in dating brand strategies. Can TikTok's chaotic culture drive app installs?" lang: en-GB json-ld: | [ [ { "@context": "https://schema.org", "@type": "NewsArticle", "headline": "TikTok Grew 200% While Instagram Flatlined. Dating Brands Still Have Not Made the Move.", "description": "TikTok's 200% follower growth rate challenges Instagram's role in dating brand strategies. Can TikTok's chaotic culture drive app installs?", "abstract": "TikTok's 200% follower growth rate challenges Instagram's role in dating brand strategies. Can TikTok's chaotic culture drive app installs?", "image": [ "https://wljexrfnabxcmtcyztnv.supabase.co/storage/v1/render/image/public/media/posts/acb88ed9-6c24-482d-81c8-1dd2db5d1f00.jpg?width=1200&height=630&resize=cover&quality=80&format=origin" ], "datePublished": "2026-02-23T00:00:00+00:00", "dateModified": "2026-02-23T00:00:00+00:00", "inLanguage": "en-GB", "isAccessibleForFree": true, "wordCount": 1210, "articleSection": "Financial & Investor", "keywords": [ "Mergers & Acquisitions", "Dating Apps" ], "author": { "@type": "Person", "name": "DII Financial Intelligence Desk", "url": "https://www.datingindustryinsights.com/author/financial-intelligence", "jobTitle": "Financial Intelligence Desk", "description": "The DII Financial Intelligence Desk covers earnings, valuations, funding and the financial performance of the global online dating industry.", "knowsAbout": [ "Online dating industry", "Dating app business models", "Match Group", "Dating industry regulation" ], "sameAs": [], "worksFor": { "@type": "Organization", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/" } }, "publisher": { "@type": "Organization", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/", "logo": { "@type": "ImageObject", "url": "https://www.datingindustryinsights.com/images/am-rebrand-logo.jpg" }, "parentOrganization": { "@type": "Organization", "name": "High Intent Media Inc", "url": "https://www.highintentmediagroup.com" } }, "mainEntityOfPage": { "@type": "WebPage", "@id": "https://www.datingindustryinsights.com/news/tiktok-brand-growth-instagram-reach-decline" }, "isPartOf": { "@type": "WebSite", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/" }, "speakable": { "@type": "SpeakableSpecification", "cssSelector": [ "article h1", "article .article-body > p:first-of-type" ] }, "alternativeHeadline": "TikTok achieved over 200 per cent year-on-year branded follower growth in 2025, according to Emplifi's 2026 Social Media Benchmarks report analysing 200,000 profiles.", "mainEntity": { "@type": "ItemList", "name": "Key points", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "TikTok achieved over 200 per cent year-on-year branded follower growth in 2025, according to Emplifi's 2026 Social Media Benchmarks report analysing 200,000 profiles." }, { "@type": "ListItem", "position": 2, "name": "Instagram recorded only mid-single-digit median follower growth in 2025, while X experienced flat to negative growth across branded profiles." }, { "@type": "ListItem", "position": 3, "name": "LinkedIn generated double-digit median follower growth in 2025, outpacing both Instagram and X across the benchmarked corporate accounts." }, { "@type": "ListItem", "position": 4, "name": "Niche dating brands including Feeld, Thursday, and Muzmatch face opportunities on TikTok to compete organically against dominant operators Match Group and Bumble." } ] }, "backstory": "Dating app operators must transition Instagram strategies toward paid performance marketing while developing platform-native organic content strategies for TikTok. 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Can TikTok's chaotic culture drive app installs?", "image": [ "https://wljexrfnabxcmtcyztnv.supabase.co/storage/v1/object/public/media/posts/acb88ed9-6c24-482d-81c8-1dd2db5d1f00.jpg" ], "datePublished": "2026-02-23T00:00:00+00:00", "dateModified": "2026-02-23T00:00:00+00:00", "inLanguage": "en-GB", "isAccessibleForFree": true, "wordCount": 1206, "articleSection": "Financial & Investor", "keywords": [ "Mergers & Acquisitions", "Dating Apps" ], "author": { "@type": "Person", "name": "DII Financial Intelligence Desk", "url": "https://www.datingindustryinsights.com/author/financial-intelligence", "jobTitle": "Financial Intelligence Desk", "description": "The DII Financial Intelligence Desk covers earnings, valuations, funding and the financial performance of the global online dating industry.", "knowsAbout": [ "Online dating industry", "Dating app business models", "Match Group", "Dating industry regulation" ], "sameAs": [], "worksFor": { "@type": "Organization", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/" } }, "publisher": { "@type": "Organization", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/", "logo": { "@type": "ImageObject", "url": "https://www.datingindustryinsights.com/images/am-rebrand-logo.jpg" }, "parentOrganization": { "@type": "Organization", "name": "High Intent Media Inc", "url": "https://www.highintentmediagroup.com" } }, "mainEntityOfPage": { "@type": "WebPage", "@id": "https://www.datingindustryinsights.com/news/tiktok-brand-growth-instagram-reach-decline" }, "isPartOf": { "@type": "WebSite", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/" }, "speakable": { "@type": "SpeakableSpecification", "cssSelector": [ "article h1", "article .article-body > p:first-of-type" ] }, "alternativeHeadline": "TikTok achieved over 200 per cent year-on-year branded follower growth in 2025, according to Emplifi's 2026 Social Media Benchmarks report analysing 200,000 profiles.", "mainEntity": { "@type": "ItemList", "name": "Key points", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "TikTok achieved over 200 per cent year-on-year branded follower growth in 2025, according to Emplifi's 2026 Social Media Benchmarks report analysing 200,000 profiles." }, { "@type": "ListItem", "position": 2, "name": "Instagram recorded only mid-single-digit median follower growth in 2025, while X experienced flat to negative growth across branded profiles." }, { "@type": "ListItem", "position": 3, "name": "LinkedIn generated double-digit median follower growth in 2025, outpacing both Instagram and X across the benchmarked corporate accounts." }, { "@type": "ListItem", "position": 4, "name": "Niche dating brands including Feeld, Thursday, and Muzmatch face opportunities on TikTok to compete organically against dominant operators Match Group and Bumble." } ] }, "backstory": "Dating app operators must transition Instagram strategies toward paid performance marketing while developing platform-native organic content strategies for TikTok. 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[Home](/) 3. [News](/news) 5. [Financial & Investor](/news) 7. TikTok Grew 200% While Instagram Flatlined. Dating Brands Still Have Not Made the Move. ![A smartphone displaying social media analytics alongside the TikTok application.](https://wljexrfnabxcmtcyztnv.supabase.co/storage/v1/render/image/public/media/posts/acb88ed9-6c24-482d-81c8-1dd2db5d1f00.jpg?width=1200&height=220&resize=cover&quality=75&format=origin) A smartphone displaying social media analytics alongside the TikTok application. [Financial & Investor](/news?category=financial-intelligence) # TikTok Grew 200% While Instagram Flatlined. Dating Brands Still Have Not Made the Move. By [DII Financial Intelligence Desk](/author/financial-intelligence)· February 23, 2026· 6 min read [](https://x.com/intent/post?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Ftiktok-brand-growth-instagram-reach-decline&text=TikTok%20Grew%20200%25%20While%20Instagram%20Flatlined.%20Dating%20Brands%20Still%20Have%20Not%20Made%20the%20Move.)[](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Ftiktok-brand-growth-instagram-reach-decline)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Ftiktok-brand-growth-instagram-reach-decline) A A ## Key Points - • TikTok achieved over 200 per cent year-on-year branded follower growth in 2025, according to Emplifi's 2026 Social Media Benchmarks report analysing 200,000 profiles. - • Instagram recorded only mid-single-digit median follower growth in 2025, while X experienced flat to negative growth across branded profiles. - • LinkedIn generated double-digit median follower growth in 2025, outpacing both Instagram and X across the benchmarked corporate accounts. - • Niche dating brands including Feeld, Thursday, and Muzmatch face opportunities on TikTok to compete organically against dominant operators Match Group and Bumble. Brands accumulated followers on TikTok at a rate exceeding 200% year-on-year in 2025, dwarfing growth on every other major platform, according to [Emplifi's 2026 Social Media Benchmarks report](https://www.socialmediatoday.com/news/brands-see-biggest-growth-on-tiktok-but-organic-reach-is-slowing-on-instagr/812789/). The analysis, drawn from more than 200,000 branded profiles, shows median follower counts on TikTok surging whilst Instagram delivered only mid-single-digit median growth and X recorded flat to negative movement. For dating operators who've spent the past five years perfecting Instagram's aesthetic playbook—polished lifestyle imagery, influencer seeding, Stories-first brand storytelling—the data represents an uncomfortable inflection point. The DII Take Dating brands face a genuine strategic fork here, not just another 'diversify your channels' platitude. Instagram remains essential for brand credibility and conversion-focused advertising, but its days as an organic discovery engine are over. TikTok's growth rate—and its algorithmic indifference to follower counts—creates a rare opening for smaller dating brands to compete on creative merit rather than marketing budget. > The question isn't whether to invest in TikTok. It's whether your team can produce content that feels native to the platform without compromising brand safety, and whether follower growth on TikTok actually converts to app installs. ## The Instagram Calculus No Longer Adds Up ![Social media analytics on mobile device](https://images.pexels.com/photos/32944546/pexels-photo-32944546.jpeg) Social media analytics on mobile device Emplifi's figures underscore what dating marketers have quietly acknowledged for at least 18 months: organic reach on Instagram now functions as brand hygiene, not acquisition. The platform disclosed no specific percentages for organic reach decline, but the report confirms the trajectory has continued through 2025 across all post types—feed, Stories, Reels. Dating brands built their Instagram strategies around aspirational lifestyle content, influencer partnerships, and UGC from photogenic couples. ### Create a free account Unlock unlimited access and get the weekly briefing delivered to your inbox. Register free No spam. No password. We'll send a one-time link to confirm your email. Hinge's 'Designed to Be Deleted' campaign and [Bumble](/news/bumble-lawsuit-over-preventable-data-breach)'s visual identity both leaned heavily on Instagram's aesthetic sensibility. That approach still works for brand perception, but it no longer delivers meaningful organic reach without paid amplification backing every post. The mid-single-digit median follower growth Emplifi recorded suggests Instagram profiles are treading water. Existing audiences remain stable, but new follower acquisition has stalled. For dating operators tracking cost per install (CPI) and return on ad spend (ROAS), this means Instagram has effectively become a performance marketing channel rather than a brand-building one. You're buying visibility, not earning it. ## TikTok's Algorithm Rewards Chaos, Not Polish The 200%-plus median follower growth on TikTok reflects a fundamentally different content environment. TikTok's recommendation engine prioritises entertainment value and completion rate over follower count or posting frequency. A dating brand with 5,000 followers can achieve the same reach as one with 500,000 if the content resonates. This structural difference matters for smaller and niche dating operators. Platforms like Feeld, Thursday, and Muzmatch have historically struggled to compete with [Match Group](/news/match-group-eliminates-chief-operating-officer) (MTCH) and Bumble (BMBL) on Instagram, where ad budgets and influencer networks determine reach. TikTok's algorithm theoretically levels that playing field, rewarding scrappy, authentic content that matches the platform's irreverent tone. ![TikTok application on smartphone screen](https://images.pexels.com/photos/19996107/pexels-photo-19996107.jpeg) TikTok application on smartphone screen > Dating brands face two material obstacles on TikTok: the platform's creative culture demands a tone that doesn't translate easily from Instagram's polished aesthetic, and follower growth doesn't necessarily correlate with app installs or subscriber acquisition. The operative word is 'theoretically'. Dating brands face two material obstacles on TikTok. First, the platform's creative culture demands a tone and format that doesn't translate easily from Instagram's polished aesthetic. Singles sharing dating horror stories and relationship advice dominate TikTok's dating content vertical. Brands attempting to insert themselves into that conversation risk feeling forced or off-key. Second, and more importantly, follower growth on TikTok doesn't necessarily correlate with app installs or subscriber acquisition. Emplifi's data tracks audience size, not conversion rates. A dating brand could triple its TikTok followers and see negligible impact on revenue if the platform serves primarily as entertainment rather than intent-driven discovery. ## LinkedIn's Quiet Surge and What It Signals Emplifi's report shows [LinkedIn delivered double-digit median follower growth in 2025](https://www.linkedin.com/posts/thegonetwork_social-media-benchmark-report-activity-7431698784738361345-DWNT), outpacing both Instagram and X. For most dating operators, LinkedIn remains a recruitment and employer branding channel, not a marketing one. But the platform's growth trajectory hints at an underexplored opportunity for dating services targeting career-focused professionals. Dating apps like The League and Luxy have long positioned themselves around professional credibility and income verification. LinkedIn's expanding user base—and its role as a professional identity layer—could serve as both an acquisition channel and a verification mechanism for dating platforms willing to integrate LinkedIn profiles as part of their trust and safety infrastructure. The broader implication is that platform diversification now means more than simply posting the same content across Instagram, TikTok, and X. Different platforms serve genuinely different audience intentions. Instagram is for brand credibility. TikTok is for entertainment-driven awareness. LinkedIn could serve as a trust signal for professional dating verticals. Operators treating all three as interchangeable content distribution channels are misreading the data. ## What Happens Next ![Digital marketing strategy planning session](https://images.pexels.com/photos/18663994/pexels-photo-18663994.jpeg) Digital marketing strategy planning session Dating operators now face a resource allocation decision with real opportunity cost. Doubling down on TikTok means hiring creators who understand the platform's culture, accepting that brand guidelines will bend, and measuring success on metrics (views, shares, follower growth) that don't directly tie to revenue. Sticking with Instagram means accepting that organic reach is dead and every post requires paid support to achieve meaningful distribution. The smartest operators will likely split the difference: maintain Instagram as a paid performance channel and brand showcase, invest selectively in TikTok for awareness and cultural relevance, and test LinkedIn for professional dating verticals. But that approach requires accepting that social strategy is no longer about building one cohesive brand presence across platforms. It's about deploying fundamentally different creative and measurement frameworks for each. X's flat-to-negative follower growth, meanwhile, confirms what most dating marketers already knew. The platform remains viable for niche communities and real-time conversation, but it's no longer a growth channel worth significant investment for most brands. Facebook, according to Emplifi, continues to deliver scale and reliability, though the report positions it alongside Instagram as a 'foundational channel' rather than a growth driver. For dating operators, that likely means Facebook remains essential for retargeting and broad-reach campaigns, but not for new audience acquisition. The dating brands that adapt fastest to TikTok's creative culture—and that can measure whether [follower growth actually drives installs](https://madbid.com/blog/brands-grow-fastest-on-tiktok-while-organic-reach-on-instagram-declines)—will gain an advantage over competitors still optimising for Instagram's aesthetic standards. Those who can't stomach TikTok's chaos, or can't afford to staff it properly, will find themselves paying ever-higher costs to maintain visibility on Instagram. Either way, the era of organic social reach as a viable acquisition channel for dating brands is definitively over. ## Key Takeaways - • Dating app operators must transition Instagram strategies toward paid performance marketing while developing platform-native organic content strategies for TikTok. - • Marketing teams should adopt distinct platform strategies, using Instagram for brand credibility, TikTok for top-of-funnel reach, and LinkedIn for verified professional dating segments. ## Frequently Asked Questions ### How fast did TikTok grow in 2025? ### Did Instagram organic growth decline in 2025? ### How did LinkedIn perform in Emplifi's 2026 report? Cite this article [Mergers & Acquisitions](/tag/mergers-acquisitions)[Dating Apps](/tag/dating-apps) D [DII Financial Intelligence Desk](/author/financial-intelligence) Financial Intelligence Desk The DII Financial Intelligence Desk covers earnings, valuations, funding and the financial performance of the global online dating industry. [More articles by DII Financial Intelligence Desk](/author/financial-intelligence) ### In this article - [The Instagram Calculus No Longer Adds Up](#section-1-the-instagram-calculus-no-longer-adds-up) - [TikTok's Algorithm Rewards Chaos, Not Polish](#section-2-tiktok-s-algorithm-rewards-chaos-not-polish) - [LinkedIn's Quiet Surge and What It Signals](#section-3-linkedin-s-quiet-surge-and-what-it-signals) - [What Happens Next](#section-4-what-happens-next) ### Mentioned in This Article Companies [![Thursday logo](https://img.logo.dev/getthursday.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Thursday Dating Platform ](/companies/thursday)[![Feeld logo](https://img.logo.dev/feeld.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Feeld Dating Platform ](/companies/feeld)[![Match Group logo](https://img.logo.dev/mtch.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Match Group Dating Platform MTCH $31.42 ▼-1.20% ](/companies/match-group)[![Bumble logo](https://img.logo.dev/bumble.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Bumble Dating Platform BMBL $4.87 ▲+3.40% ](/companies/bumble) Products [![Feeld logo](https://img.logo.dev/feeld.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Feeld ](/products/feeld-app)[![Thursday logo](https://img.logo.dev/thursday.dating?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Thursday ](/products/thursday)[![Hinge logo](https://img.logo.dev/hinge.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Hinge ](/products/hinge) ## Trending in Dating Tech 1. 1 [![Corporate executives analyzing financial spreadsheets during a cross-border dating app acquisition meeting.](https://images.pexels.com/photos/14970196/pexels-photo-14970196.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/hello-group-15-years-coffee-portfolio) [Hello Group Quietly Adds Coffee Meets Bagel. What's the Real Deal?](/news/hello-group-15-years-coffee-portfolio) 2. 2 [![Two people chatting over coffee on a date arranged through a mobile interface.](https://images.pexels.com/photos/7339183/pexels-photo-7339183.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/known-raises-voice-ai-dating-offline) [Known's $9.7M Bet: Can Pay-Per-Date Kill the Subscription Model?](/news/known-raises-voice-ai-dating-offline) 3. 3 [![A confident woman in her 40s looking directly ahead with self-assurance.](https://images.pexels.com/photos/6539899/pexels-photo-6539899.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/ashley-madison-women-sexuality-aging-study) [Midlife Women Claim Sexual Agency: A Missed Market for Dating Apps](/news/ashley-madison-women-sexuality-aging-study) 4. 4 [![A smartphone displaying a wellness dating app next to a water bottle and exercise equipment.](https://images.pexels.com/photos/35254593/pexels-photo-35254593.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/ateam-launches-dating-app-wellness) [ATEAM's Wellness Pitch: Scarcity or Strategy?](/news/ateam-launches-dating-app-wellness) 5. 5 [![A smartphone screen displaying a Hinge dating profile with a beating heart status badge next to the user name.](https://images.pexels.com/photos/36765306/pexels-photo-36765306.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/hinge-signals-feature-highlights-user-engagement) [Hinge's 'Signals' Badge: Engagement Fix or Just a Retention Play?](/news/hinge-signals-feature-highlights-user-engagement) ### Create a free account Unlimited access — delivered weekly. Register free No spam. No password. We'll send a one-time link to confirm your email. ## Comments Join the discussion Industry professionals share insights, challenge assumptions, and connect with peers. Sign in to add your voice. Sign in with Google or use email Your comment is reviewed before publishing. No spam, no self-promotion. [← Previous Article UK Dating App Trust Collapsed 20 Points in a Year. AI Fakes Are Only Part of the Story. ](/news/deepfakes-create-uk-dating-mistrust)[Financial & Investor](/news?category=financial-intelligence)[Next Article → Gen Z Wants a Partner Who Understands Money. Dating Apps Are Not Building for That. ](/news/singles-pay-for-dates-with-crypto)[Financial & Investor](/news?category=financial-intelligence) ## More in Financial & Investor [View all →](/news?category=financial-intelligence) [ Financial & Investor ![A stressed young person holding a mobile smartphone displaying a dating application screen.](https://images.pexels.com/photos/10578919/pexels-photo-10578919.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Match Group's 5% Subscriber Drop: A Strategic Retreat in Disguise Match Group reported a 5% quarterly decline in paying subscribers to 14.2 million Internal testing showed nearly 90% of … Monday 27th July · 1 min read Read → ](/news/gen-z-shift-in-person-dating)[ Financial & Investor ![A smartphone screen displaying a plans-based dating app interface next to young professionals socialising in Miami.](https://images.pexels.com/photos/36729891/pexels-photo-36729891.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Plus 1's Early Monetization: Investor Pressure or Strategic Confidence? Plus 1 has reached 10,000 downloads in its first six months operating exclusively in South Florida The app has introduce… Friday 3rd April · 1 min read Read → ](/news/plus-1-reaches-10000-downloads-premium)[ Financial & Investor ![A person holding a smartphone showing a vertical video feed next to a laptop displaying dating app user growth metrics.](https://images.pexels.com/photos/7589525/pexels-photo-7589525.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### TikTok's Uncertain Future Forces Dating Apps to Rebuild Their Acquisition Playbook TikTok's latest extension expires 23 January 2026, with no final approval from ByteDance, investors or Chinese governmen… Wednesday 21st January · 1 min read Read → ](/news/tiktok-us-future-uncertain-deadline-approaches)[ Financial & Investor ![A smartphone displaying a dating app interface beside a laptop with financial charts showing Match Group performance.](https://images.pexels.com/photos/11216260/pexels-photo-11216260.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Tinder's Brand Crisis: Match Group's Revenue Dilemma Tinder's daily active users dropped 10% year-over-year whilst Hinge grew 17% in the same period 85% of Gen Z singles act… Wednesday 4th September · 1 min read Read → ](/news/tinder-struggles-users-shift-hinge) ![](https://images.pexels.com/photos/10578919/pexels-photo-10578919.jpeg) Up next: [Match Group's 5% Subscriber Drop: A Strategic Retreat in Disguise](/news/gen-z-shift-in-person-dating) [](/news/gen-z-shift-in-person-dating) ![Dating Industry Insights](/assets/dii-logo-footer-B-hNTbau.webp) B2B intelligence for the online dating industry. 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