Hinge
Moderating toxic ad comments decreases
customer acquisition costs by 19%
Hinge
Moderating toxic ad comments decreases
customer acquisition costs by 19%
Hinge's zero-tolerance for toxicity is driving strong results - powered by Arwen
98%
of toxic comments accurately moderated
19%
reduction in customer acquisition cost on Instagram
7%
reduction in customer acquisition cost on Facebook
98%
of toxic comments accurately moderated
19%
reduction in customer acquisition cost on Instagram
7%
reduction in customer acquisition cost on Facebook
Better paid ad KPIs by auto-moderating toxic comments
Social media advertising has become complex, with various factors determining the success of a campaign. Marketers frequently look at multiple variables to find the most effective strategies to maximize impact and return on investment.
This comprehensive analysis delves into the complex relationship between toxic comment moderation on social media ads and key performance indicators. The research evaluated two campaigns to measure the effect of toxic comment moderation on customer acquisition costs.
The study's findings highlight a significant correlation between active comment moderation and improved social media campaign performance across various metrics. The study concluded that social media users are more likely to click on an ad if the ad doesn't have any toxic comments; this was proved by a higher click-through rate and lower customer acquisition costs on Instagram.
Better paid ad KPIs by auto moderating toxic comments
Social media advertising has become complex, with various factors determining the success of a campaign. Marketers frequently look at multiple variables to find the most effective strategies to maximize impact and return on investment.
This comprehensive analysis delves into the complex relationship between toxic comment moderation on social media ads and key performance indicators. The research evaluated two campaigns to measure the effect of toxic comment moderation on customer acquisition costs.
The study's findings highlight a significant correlation between active comment moderation and improved social media campaign performance across various metrics. The study concluded that social media users are more likely to click on an ad if the ad doesn't have any toxic comments; this was proved by a higher click-through rate and lower customer acquisition costs on Instagram.
![An infographic showing the impact of toxic comment on Hinge's social media ad An infographic showing the impact of toxic comment on Hinge's social media ad](https://www.arwen.ai/hs-fs/hubfs/Imported%20sitepage%20images/Jost%20Body-Aug-23-2024-08-57-23-0225-AM.png?width=1080&height=1080&name=Jost%20Body-Aug-23-2024-08-57-23-0225-AM.png)
Challenge
Solution
- Before implementing Arwen, 60% of comments were identified as toxic, establishing a baseline for comparison.
- Arwen's sophisticated AI, which combines both closed and open models, was deployed to actively moderate toxic, homophobic, racist, and spam content comments in real-time on Hinge’s ads.
- After one month, we revisited Hinge’s Facebook Ads Manager to collect updated data on comment volume and toxicity levels following Arwen’s moderation.
- We then compared Instagram and Facebook CAC before and after implementing Arwen.
![A visual comparison of Hinge's social media ads, highlighting improvements after using Arwen AI moderation. A visual comparison of Hinge's social media ads, highlighting improvements after using Arwen AI moderation.](https://www.arwen.ai/hs-fs/hubfs/Imported%20sitepage%20images/Jost%20Body-Aug-23-2024-08-59-08-0798-AM.png?width=1080&height=1080&name=Jost%20Body-Aug-23-2024-08-59-08-0798-AM.png)
![Jost Body-Aug-23-2024-08-57-23-0225-AM Jost Body-Aug-23-2024-08-57-23-0225-AM](https://www.arwen.ai/hs-fs/hubfs/Imported%20sitepage%20images/Jost%20Body-Aug-23-2024-08-57-23-0225-AM.png?width=1080&height=1080&name=Jost%20Body-Aug-23-2024-08-57-23-0225-AM.png)
Challenge
![Jost Body-Aug-23-2024-08-59-08-0798-AM Jost Body-Aug-23-2024-08-59-08-0798-AM](https://www.arwen.ai/hs-fs/hubfs/Imported%20sitepage%20images/Jost%20Body-Aug-23-2024-08-59-08-0798-AM.png?width=1080&height=1080&name=Jost%20Body-Aug-23-2024-08-59-08-0798-AM.png)
Solution
- Before implementing Arwen, 60% of comments were identified as toxic, establishing a baseline for comparison.
- Arwen's sophisticated AI, which combines both closed and open models, was deployed to actively moderate toxic, homophobic, racist, and spam content comments in real-time on Hinge’s ads.
- After one month, we revisited Hinge’s Facebook Ads Manager to collect updated data on comment volume and toxicity levels following Arwen’s moderation.
- We then compared Instagram and Facebook CAC before and after implementing Arwen.
“The whole team is just so excited to have this protection in place. It makes us feel like we’ve raised the bar, made the creators feel safe, and moved from a reactive approach to a proactive one. Arwen solved a massive problem around our paid ads which we've had for years; I can't believe we've only just started working with you"
![elke luria](https://www.arwen.ai/hubfs/elke%20luria.jpeg)
“The whole team is just so excited to have this protection in place. It makes us feel like we’ve raised the bar, made the creators feel safe, and moved from a reactive approach to a proactive one. Arwen solved a massive problem around our paid ads which we've had for years; I can't believe we've only just started working with you"
![elke luria](https://www.arwen.ai/hubfs/elke%20luria.jpeg)
![Group 6406 Group 6406](https://www.arwen.ai/hs-fs/hubfs/Group%206406.png?width=293&height=550&name=Group%206406.png)
Impact
After using Arwen, the ads performed much better, leading to:
- 19% decrease in customer acquisition cost on Instagram
- 7% decrease in customer acquisition cost on Facebook
- 98% of toxic comments moderated accurately
![Jost Body (5) Jost Body (5)](https://www.arwen.ai/hs-fs/hubfs/Jost%20Body%20(5).png?width=2000&height=2000&name=Jost%20Body%20(5).png)
Impact
After using Arwen, the ads performed much better, leading to:
- 19% decrease in customer acquisition cost on Instagram
- 7% decrease in customer acquisition cost on Facebook
- 98% of toxic comments moderated accurately
Hinge has taken the next steps.
Are you ready to take yours?