In the post-pandemic era, using dating apps to meet new people and find love has become a widespread habit, especially among younger generations.

Dating apps are the new normal, and at Theoria, we decided to analyze social trends and emerging influencers through research commissioned from Inflead, an Influencer Marketing Intelligence platform, covering the period from January 2022 to June 2023.

The analysis was conducted on Instagram and TikTok during this timeframe. Here are the results.

 Who are the Influencers talking about dating on social media

Influencers discussing dating predominantly belong to the Lifestyle, Fashion & Beauty category. Following this are Media & Entertainment, Travel, Nature & Leisure, and Sports, Fitness & Health. These four categories account for over 95% of posts addressing the topic of dating. 

Top Profiles Talking About Dating and Relationships

On Instagram, creator Giulia De Lellis leads in engagement, having created several posts that sparked conversations within her community. She’s followed by Argentine model and influencer Cecilia Rodriguez, with Awed (Simone Paciello), a YouTuber and comedian active on Meta’s platform, in third place. 

On TikTok, the best-performing creators include dancer Valentina Vernia (aka @tittokofbanana), the Neapolitan YouTuber couple @ufozero2, and Francesca Tamburini (@cescatamburini), a creator and “introverted” writer.

Discussions on dating among the influencers analyzed generated an average of 14,366 likes and 202,263 views per post. The average follower count of these influencers is 252,835, with an influencing value (reach per profile calculated by the Inflead algorithm) of 132,820, and an efficiency (ratio of Influencing Value to follower count) of 63.83%.

Dating Apps and Emotions: Which Generations Are Most Engaged with These Themes? 

Influencers discussing dating are primarily aged 32-38. The second most represented age group is 20-31. However, when looking at their followers’ ages, the most common range is 22-24 years old. Overall, the audience engaged with this theme typically falls within the 18-30 age bracket.

The Era of Digital Romance

As evidenced by this data, we are witnessing the emergence of a true digital romanticism. Instagram and TikTok are fertile grounds for these types of content and conversations. But it doesn’t stop there—brands in this sector have vast opportunities to convey their messages through targeted influencer marketing campaigns tailored to specific formats, influencer types, and scales.