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

Overview

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.

Overview

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
HINGE'S STORY

Challenge

Hinge, a global dating platform with 229k followers, runs 119 ads monthly and gets more than 6000 comments. They came to us with a big issue: nearly 60% of the comments on their ads were toxic. 

They were concerned about the detrimental effect this had on their audience, the creators they featured, and their ad spending. Patterns of toxicity ranged from racism and homophobia to more subtle, targeted insults. They wanted to ensure we could catch all types.
COMPARISON OF CAMPAIGNS

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.
Jost Body-Aug-23-2024-08-57-23-0225-AM
HINGE'S STORY

Challenge

Hinge, a global dating platform with 229k followers, runs 119 ads monthly and gets more than 6000 comments. They came to us with a big issue: nearly 60% of the comments on their ads were toxic. 

They were concerned about the detrimental effect this had on their audience, the creators they featured, and their ad spending. Patterns of toxicity ranged from racism and homophobia to more subtle, targeted insults. They wanted to ensure we could catch all types.
Jost Body-Aug-23-2024-08-59-08-0798-AM
COMPARISON OF CAMPAIGNS

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
Marketing Manager North America Elke Luria

“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
Marketing Manager North America Elke Luria
Group 6406
BETTER PERFORMANCE

Impact

Using Arwen, Hinge significantly improved its advertising effectiveness and brand perception. By proactively filtering toxic and harmful comments, Hinge created a safer and more positive environment for engagement on their ads. This reduced the incidence of negative interactions and fostered a more trustworthy and supportive community around the brand.

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 
The results of using Arwen were twofold: one measurable and the other deeply felt by the creators. All part of Arwen's mission to make social media more social.
Jost Body (5)
BETTER PERFORMANCE

Impact

Using Arwen, Hinge significantly improved its advertising effectiveness and brand perception. By proactively filtering toxic and harmful comments, Hinge created a safer and more positive environment for engagement on their ads. This reduced the incidence of negative interactions and fostered a more trustworthy and supportive community around the brand.

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 
The results of using Arwen were twofold: one measurable and the other deeply felt by the creators. All part of Arwen's mission to make social media more social.

Hinge has taken the next steps. 

Are you ready to take yours?