Brand Lessons From Pet Celebrities

Put a Dog on It Brand Lessons from Instagram's Pet Celebrities Celebrity and shock value offer a sure-fire way to get your marketing seen, but endorsements are expensive and controversy isn't always on brand. for ways to make an impact on Instagram, cute content is a viable alternative. looking PETSTAGRAM POINTERS Many brands thrive on social media, where audiences can catch a behind-the-scenes glimpse at a company's brand, culture, and lifestyle. Take a cue from some of the most popular pets on Instagram. * Data collected at time of publishing O Marnie the Dog Harlow, Sage, Indiana, & Reese O Pumpkin the Raccoon @marniethedog @harlowandsage @pumpkintheraccoon 1.9m followers 1.1m followers 508k followers v 99.4k likes on most recent photo v 56.7k likes on most recent photo v9.6k likes on most recent photo Featured on CR Fashion Book and Orange is the New Black Hamilton the Hipster Cat O Piggy Spears Boo the Dog @hamilton_the_hipster_cat @piggyspears @iamboo_officialfanpage 367k followers 52.9k followers 43.3k followers • 23.1k likes on most recent photo v3.6k likes on most recent photo • 2.4k likes on most recent photo Featured on Virgin America To reach your audience, your content should relate to their passions. According to a 2015 study in Psychological Science, people react positively to animals, babies, and other things considered cute. Marketing with Animals Makes Sense The love of pets is ubiquitous across demographic lines-from income to race, and generation to gender. We are closely connected to them, and so we dedicate our time, money, and effort to nurturing these family members. In fact, the pet industry is on the rise, growing year over year. PET INDUSTRY SPENDING $100b 65% $60.6b $55.7b $58.4b $51.0b $53.3b $48.4b $50b of all United States households have pets. 2010 2011 2012 2013 2014 2015 Pet People Fit Every Generation Diverse U.S. households are driving the pet craze, showing relatability across all generations. % OF U.S. MILLENNIAL vS. BABY BOOMER PET OWNERS Millennials 35.2% Baby Boomers 32.8% SPREAD THE Instagram has become a brand marketing must-have. But keep in mind: Social marketing engagement takes time; it's about building a relationship for ongoing customer dialogue. Why should your brand be on Instagram? : 400m A 80m 3.3b monthly active daily posts daily likes users Don't Forget Your Tags Hashtags and location tags prove useful in spreading brand discovery and awareness. AVERAGE ENGAGEMENT PER POST Average of all posts 50k V 31,827 40k Posts that include both a hashtag and a location tag 30к average 43,061 likes and comments each, but posts 20k 10k with multiple hashtags perform the best. # 0 23 #### +##### Guidelines to Grow By Take a Picture; It Lasts Longer Stay in Contact Test and Repeat Maintain an ongoing Instagram Include location and hashtags Photos get more responses presence to give your brand more on all photos, and monitor than videos. personality and tell its story. their engagement. Brand Your Tags Get Cute Create a branded hashtag, From emojis to furry animals, and use it consistently to fun and adorable visuals are build awareness. nowhere near going out of style. For a reliable, relatable eye-grabber with low-budget promotability, cute content will make you smile and drive success. For more on social media marketing, check out: https://www.marketo.com/resources/social-marketing/ Sources: Instagram, 2016 "2015–2016 APPA National Pet Owners Survey," American Pet Products Association “5 Instagram Stats You Should Pay Attention to Now," 2015, Simply Measured "Baby Boomers, Step Aside: Millennials now own more pets," 2015, Petfood Industry "Dimorphous Expressions of Positive Emotion," 2015, Psychological Science "Pet Population and Ownership Trends in the U.S.," 2014, Packaged Facts CREATED BY COLUMN Marketo FIVE