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It may sound counterintuitive given that people usually go on dating apps to find people in their vicinity, but it was a hit.

So much so that the feature ended up crashing their servers, and they had to pull the feature to rework things.

“Every brand — especially one catering to millennials — is expected to be online and have some kind of persona there,” said Mary Leigh Bliss, chief content officer at YPulse.

“They should be creating content that provides some kind of help to users, like what Ok Cupid was doing back in the day with its blog Ok Trends.” Using proprietary data from Unmetric and Socialbakers, two social media analytics firms, Digiday pitted seven dating apps against each other —Tinder, Ok Cupid, Hinge, Match, Zoosk, Coffee Meets Bagel and Bumble — to see which app has the most engagement on other platforms.