Bumble Social Media Strategy: A Brand Case Study.

We analyzed Bumble’s primary social media profiles across Facebook, Twitter, and Instagram from Jan 01, 2020, to Jan 31, 2021. Here’s what we found out.
Veena Ramakrishnan
Veena Ramakrishnan
March 5, 2021 - 10 min. read

“When women support each other, incredible things happen.”

Well, that’s precisely why I want to shine a spotlight on the brand that just went public and made their founder and CEO, Whitney Wolf Herd, the youngest self-made female billionaire at 31.

“Hopefully this will not be a rare headline,” Wolfe Herd said, referring to the rarity of female tech billionaires in an interview with Bloomberg Television.

Despite the fact that half the global population are women, it’s still rare to see self-made women listed as some of the world’s largest fortune makers. According to the Bloomberg Billionaires Index, self-made women account for less than 5% of the world’s 500 biggest fortunes, while self-made men account for two-thirds of the wealth index.

“What if women make the first move, send the first message?”, an idea that Herd stumbled upon over cocktails in 2014, has now flourished into a billion-dollar company focused on building an experience around women, for women.

So, think of this as an appreciation article for Bumble going public and, in the process, piquing my interest to find out the secret sauce behind Bumble’s enviable social media success.

The Bumble Story

A company that’s led by women and caters to women ultimately wants just one thing: To empower women to make their own decisions. Or at least when it comes to their dating lives, Bumble wants women to make the first move and have control over the conversation as opposed to receiving unsolicited texts like these: “Wanna Netflix ‘n’ chill”?

via GIPHY

Amen to Bumble’s female-focused algorithm that defies age-old gender norms, amirite?

As a content writer here at Falcon.io, I love writing about brand case stories, and it’s one of my favorite suggestions to make during our editorial meetings. So, when the news of Wolfe’s billionaire title broke out, my obvious choice of dissecting a brand’s social media strategy was Bumble.

Using Falcon Benchmark, I took a deep dive into Bumble’s social media habits and performance and penned down my findings in this article. I’ve also ensured to pack in a few takeaways at the bottom of this article for any brand that aspires for a social media presence like Bumble.

About the report

This Bumble social media report is put together using Falcon Benchmark. It “listens” to over 100,000 brands to help our clients create more engaging content, get more certainty around their social strategy, and automate their reporting.

We analyzed Bumble’s primary social media profiles across Facebook, Twitter, and Instagram for a year and a smidge. Here’s what I learned…

Bumble on Facebook

Bumble is the first app to bring dating, friend-finding, and career-building into a single social networking platform. So, naturally, the brand’s social media strategy is a potpourri of all those things.

Bumble’s Facebook strategy is centered around promoting their offline events and workshops (gradually made online due to the pandemic) covering the three functionalities of the app — dating, friend-finding, and career-building.

Bumble Social Media Strategy: A Brand Case Study.

You will also find many events created in partnership with brands like BABE movers, Drizly, and Mothership Coffee Downtown, to name a few, that engage Bumble users with collaborative offerings.

Bumble Social Media Strategy: A Brand Case Study.

A notable albeit chucklesome partner collaboration that amused many Bumble users was the Bumble x BABE Movers partnership.

Here’s what Bumble and BABE movers had in store for those relationships that just didn’t work anymore:

“The lockdown has strained one or two relationships. While the change of routine made most of us stronger… it might have also sent a few couples off the rails. It’s time for a fresh start, and friends help friends move on.

So, BABE and Bumble want to help. We’re partnering up to help handle the moving costs to escape your toxic environment and get you back on your feet. You sip and make the first move on Bumble. We’ll take care of the rest.”

Bumble Social Media Strategy: A Brand Case Study.

On the ‘numbers’ side of things, Bumble has a fan following of nearly 147K followers on their primary Facebook page. The brand added 7K followers in the analyzed period, a 5.24% growth in followers.

Bumble social media strategy

There’s isn’t much to comment about Bumble’s organic Facebook posts as the brand didn’t publish any posts during the analyzed period. A lot of them were only events and partner collaboration posts.

And why might a brand choose not to post organically in Facebook? Could this have something to do with the declining organic Facebook reach? Maybe! Nevertheless, Bumble makes Facebook the perfect avenue to get updates on all things Bumble.  

Bumble on Twitter

Bumble added 10K new followers and registered a 26.8% fan growth in the analyzed period. A total of 3,282 tweets went out from the brand’s handle, of which a whopping 99% were replies, and only 1% were proactive tweets. This clearly shows how important it is for the brand to engage with their audience.

But don’t let that 1% fool you into thinking that it’s not enough proactive tweets. Remember, quality over quantity, and Bumble has plenty of quality content to offer and keep its audience engaged.

Content Strategy

In light of a certain virus touring the world, many businesses had to change how they ran their businesses, and above all, they had to change the way they communicated.

And that’s exactly what Bumble had to do as well. The brand took a complete 360-degree turn in terms of how they communicated to reflect the changes that were happening worldwide at that time.

Bumble’s tweet to help small businesses get back to their feet was the most engaged tweet with an engagement score of 1,000 during the analyzed period.

And, of course, not everything was about the pandemic. After all, Bumble is a for-profit business so, there were quite a few product-centric posts in the form of customer testimonials or brand partnership tweets.

Customer Service

During the analyzed period, Bumble replied to 30% of Tweets within 1 hour. The brand maintained a reply rate of 16 hours on average throughout the year, ensuring that their customer queries are always responded to within a day. Bumble also ensured that customers are replied to on all days of the week.

Bumble social media strategy

Customer queries were usually centered around technical issues users were facing from the app or questions about Bumble’s policies and terms. Regardless of the queries, Bumble quickly addressed them with appropriate resources and links or invited users to send them direct messages.

And of course, a dating app is sure to attract many success stories from its users, and Bumble takes pride in gushing over a couple’s Bumble love story by responding to their tweets.

Bumble on Instagram

Bumble has a fan following of nearly 553K followers on their Instagram page. The brand added 27K followers in the analyzed period, a 5.3% growth in followers.

Given that Bumble has the largest fan following on Instagram as opposed to their Facebook and Twitter accounts, it comes as no surprise that Bumble has published a greater number of times here on Instagram than on any other platform.

A total of 276 posts were published during the analyzed period, of which 257 were photos, and 19 were videos. Photos comprised 93% of the posts, and they also received the most engagement in comparison to videos.

Bumble social media strategy

Why I personally admire Bumble’s Instagram handle!

Okay, judge me all you want, but scrolling through Buzzfeed Tasty’s Instagram feed is my guilty pleasure, and no amount of self-control will ever stop me from watching at least ten videos. Foodgasm is real, people!

via GIPHY

But guess who’s found an alternative guilty pleasure that doesn’t even make them feel guilty for spending too much screen time?

Enter Bumble’s IG handle.

Now, for someone who has used Bumble a lot (yes, a lot!), never has it occurred to me to follow the app on social and I’m kicking myself for not doing it sooner. One look at their Instagram feed, and I’m already empowered to put myself first and not let anyone take me for a ride. Such is the power of Bumble’s Instagram feed!

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Bumble (@bumble)

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Bumble (@bumble)

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Bumble (@bumble)

(The hardest decision of my life was to choose only three posts to feature in this article!).

From giving tips on how to make your date feel comfortable to reminding women why it’s important to put themselves first and teaching them self-love, Bumble’s Instagram feed is filled with content that warms my soul.

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Bumble (@bumble)

What is more, Bumble’s Instagram feed will make you fall in love with yellow. 100/100 for nailing brand recall and visual identity!

Bumble Social Media Strategy: A Brand Case Study.

If it were up to me, I’d write an entire article ranking all my favorite Bumble posts from 1-805 (805 is the total number of published posts on IG, btw). Sigh!

Micro-influencer marketing

Micro-influencers are your everyday people with a decent fan following on social media whose posts are usually centered around a particular lifestyle or niche—tech, beauty, fitness, travel, gaming, and the list goes on.

Why micro-influencers, you ask? Honestly, people just don’t buy the flashy advertising and big celebrity endorsements anymore. They’d much rather listen to a Sophie or a Shruti, whom they already follow on social for their niche content, share their reviews of the latest Go-Pro or the new Jordan kicks they got for free.

Now, many big brands have already managed to find a foothold in the micro-influencer industry to help them get the word out about their products, and Bumble is one of them.

Bumble’s campus ambassador program, Bumble Honey, recruits student brand ambassadors to represent the Bumble value in their college communities. These brand ambassadors negotiate partnerships, host events, and align Bumble with their surrounding community using localized marketing tactics.

Bumble also has an ambassador program called Bumble Queen Bee for young women who are no longer in University and want to represent Bumble around their city.

 
 
 
 
 
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A post shared by A B B Y (she/her) 🌸 (@abbyjgrant)

 
 
 
 
 
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A post shared by ANGELA • creator/blogger (@axgela)

Automatically, followers who see these posts are drawn to give Bumble a shot because it doesn’t feel like an ad but rather a recommendation from someone they trust. And that’s a heavy checkmark for trustworthy and authentic content!

Three takeaways from Bumble’s social media success

Any brand that aspires for a bold and empowering social media presence can learn a thing or two from Bumble’s ultimate social media playbook.

1. Brand personality is everything

Your brand needs a personality of its own to stand out and get noticed by people. Period.

At the end of the day, most of your business is managed by real people, including your social media team. So, it’s only fair to ask you to have a personality to the brand that’s representing your social channels.

Bumble’s personality is to empower women to make the first move, and that’s evident in all their social media posts.

2. Reflect the reality

Consumers today are increasingly diverse and multicultural. To build a natural liking between your brand and the target group, you need to mirror your consumers’ cultural values and beliefs.

Take the case of Bumble’s “Find Me On Bumble” campaign. What’s interesting about this campaign is that Bumble didn’t resort to external resources to be inclusive in their marketing efforts. Instead, they chose to highlight a few of their own real-life Bumble users for this campaign.

Now, these aren’t touched up,high-fashion models or unrealistic people, but real and actual users of the app. Genius!

The “Find Me On Bumble” campaign aimed to celebrate a variety of great and inspiring users Bumble saw in New York City. The company brought them together to tell their stories and share a life lesson they’ve learned along the way.

Some examples of the inspiring people shown in the Bumble video are a political operative, an orthodontist, an opera singer, an author, and a model and activist.

So, what did Bumble really achieve with this campaign?

Well, if you ask me, Bumble just wanted to celebrate the lives of some inspiring real-life users of the app while also showing people the quality of their product.

3. Build authentic influencer relationship

If you want to cut through social media noise with authentic and trustworthy content, then Influencers are your best bet to earn social media engagement.

But try not to push your own brand agenda through influencers too much. Bumble’s ambassador program gives influencers an equal opportunity to network and grow their marketing skills alongside representing the brand. And by doing so, Bumble empowers their Queen bees to tell the story that doesn’t come out as a sponsored post.

Create your own report like this

This report was put together using Falcon Benchmark. It listens to what over 100,000 brands are saying on social media and understands how the audience is reacting to that. Clients use Benchmark to help them create better content, get more certainty around their social media strategy, and automate all their reporting.

Just a tip from me to you.