The objective of our Instagram is to provide our users with relatable content that makes them laugh and think. We want to separate Bumble from the preconceived notions of dating apps being desperate, and instead want our platform to be a safe, kind, empowered and relevant place to meet new people.
We started building brand awareness through memes and humorous content around our launch two years ago, and have developed a cult following since then. With the help of feedback and demand from both our users and our social media presence, we've been able to expand past dating into friendship finding with Bumble BFF.
Social media is a direct channel to our followers and users. We like to deliver our message and core values where we know our user base is active, engaged, and willing to listen. On @bumble, we challenge gender norms and motivate people to be the best versions of themselves daily.
Our Instagram is one of the aspects of our brand that we hear about the most. From the beginning, we wanted the brand to be a personification of our core team that young women can relate to and find strength from. We aren't afraid to discuss topics that brands usually shy away from, and we like to discuss the real challenges of dating and being a woman in modern culture.
Apart from the majority of meme accounts on Instagram, we are notorious for using our caption as a place to further spread our message. The caption is arguably the most important part of the account, and how we communicate with our followers. We write in freestyle prose (often called rants) where we dabble in unabashed, challenging, bold topics with the voice of a best friend and fellow millennial.
We use Instagram as an ongoing conversation tool, and a way to connect frequently with our users. We also ushered in a movement of "pretty memes," after we noticed that there is a trend on the internet; ugly memes are seen as more funny. We like our brand colors to pop off the page and keep Bumble's branding in the design through the subtlety of the style. Because why can't meme accounts also be beautiful? <
In two short years, we've managed to grow our account to 432K loyal, engaged, and real followers.
While we aren't political, we do use the platform to raise money for organizations that support women's health and human rights. We've donated around $130,000 to different charities and raised awareness by leveraging our platforms for both Planned Parenthood and Save The Children. We strongly feel that with reach comes social responsibility, and we choose to use humor to push humanitarian messaging without aggression or alienating people with differing world views.
