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This means that the ads could reach Facebook users that would not be found on traditional dating sites, such as celebrities, James claims.
"If you have the same interests as Kim Kardashian or a Premier League footballer, you could end up on their page," he says.
"But if you promote it from your own Facebook page, your ads are likely to appear on friends' and family's pages," says James.
"We create a new Facebook page for each user, and have a specific methodology to target the ads from that page, so that you're not wasting leads on your relatives." The potential for Lovebook is vast, claims James.
"We have no overheads," says James, who is the sole full-time employee of the company.
"We just need a laptop and it's very easy to scale this type of business." "Facebook has 1.2bn users and while not all of those people are potential dates, it's safe to say the audience is much bigger than Tinder of Match.com," says James, who says he has always been seen as a "bit of a Cupid" in his friendship circle.
"We created a targeted Facebook ad and he got 60 leads.
He's been dating one lead, Sarah, for the past two months.
Those who met on social networking sites were more likely to be younger, married more recently, and African American compared to those who met on other ways on the internet.While there’s no truth filter on sites like Facebook, and there is certainly some amount of self-promotion and exaggeration, having your circle of friends visit your page can keep you pretty honest, which means by and large, your social network version of you is relatively close to the real thing – at least that’s what the studies show. Conversations, observations and interactions on social networking sites may be more casual and low risk, relieved of the pressure and anticipation of a potential date (or rejection for a potential date) that shadow every picture, message and response on dating sites.“In part, social networking sites provide a low risk, high reward place to meet people,” says Hall."We also target interests, which means there's more potential for a long-term relationship than with a site that's purely based on looks, such as Tinder." James hopes his firm will be adding "2,000 new users a month" by the end of the year.Facebook's guidelines prevent dating sites from using the paid advertising slots to promote themselves, but individuals looking for love are free to advertise, claims James.
Online dating can be so stressful – filling out the profile and keeping up with all the interactions can feel like a job – so it’s no surprise that sometimes digital romance blooms under more Facebook friend-ly circumstances.