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Noticeably absent from eHarmony's traffic size of online dating sites is any amount of social media traffic, which should be a concern for the dating site. Dating is social, and the stigma around online dating is virtually dead.
Both dating sites get more traffic from the Russian social media website VK than from Instagram. It's a perfect platform for both dating sites. Dating sites are a hyper-competitive industry. When you consider that most sites are relatively similar, it's hard for them to get a competitive advantage.
For dating sites, returning users are key. Ideally, dating sites want people to set up a profile, message people they're interested in, and come back day after day.