While some take Valentine’s Day as an opportunity to propose, others — like Saint Valentine — choose to let their love die. Curious to see how 2/14/14 played out, we looked at data from Facebook’s Social Advertising Platform the weeks before and after Valentine’s Day to see how people wore their hearts on their sleeves (or in this case their profile). Here’s what we found:
Although we were hoping to see bigger disparity, there were some interesting takeaways:
- 200,000 fewer 18-24 year-olds who identified as single the week after Valentine’s Day
- 200,000 more 25-34 year-olds who identified as single the week after Valentine’s Day
- 2,000 more people aged 55+ identified as “engaged” the week after Valentine’s Day (congrats!)
Why were the changes not quite as drastic as we had anticipated? For plenty of reasons… but it’s quite possible that people were too busy watching House of Cards to hitch or ditch their significant other. We looked into interactions involving “Valentine’s Day” and “House of Cards” across social media. Here’s what we found:
The generated wordcloud shows greater mentions of “cards” than “Valentine’s” across social.
Tweets mentioning both “Valentine’s Day” & “House of Cards”:
Even celebrities and major media outlets were on board with having a romantic evening with the Underwoods.