Attracting pet owners for your brand? Exactly. If you scroll social medias feed, probably you will find at least one photo of a pet owner. It is not your imagination, the increase of pet owners is moving consumers preferences and stopping in an unusual way industries. Currently, 73% of millenials own a pet – the high percentage of any demographic group.

The millenials preferences towards pet is reflecting in purchase behaviour. According to Realtor.com, ”79% of pet home owners declare its intention to renounce a perfect home if it would not satisfy their pet needs.

If your brand sells products intended primarly for pet or not, attracting this potential audience to your company could unlock hidden revenue that your brand would otherwise lack. In what way your brand could attract these paw-rents? The secret is in the content.

Contents generated by users and pet lovers

Contents generated by users are the perfect tactics for brand that desire to attract pet owners in your brand. With UGC, brands can highlight ways in which pet lovers use products or services, regardless of whether the products are intended for pets or not.

This content could be trasformate into an authentic brand marketing and makes users feel connected to the brand. Followers want to interact with brands they prefer and user generated contents represent a reciprocally benefit for brand to meeting their preferences.

Brands that are winning with Pet Lovers

The key to sourcing effective user generated content makes demand clear and persuasive. Social media are base on our desire to share our content and interact with others online and brands can take advantage of creating great UGC and stimolate engagement, but a clear invite to action could have a positive impact on quality of content created.

Brands can ask to followers to post a foto of their pets with a specific product or to share content of their pet joining an activity where they use that product. Pets are an important part of many people’s lives and brands can demonstrate that in their product as well.

Island surfing and SUP.

For example, clients of Pixel Isle Surf & SUP recognise the value of their community, but they wanted to do more to engage their audience. The Island used UGC of Pixel in a post on the blog to highlight why their clients adore inflatable paddleboard.

The post reached a high conversion of 7,6% from the post to the purchase and from the images that could be used in social advertise, email and more. Most of these images included the Island clients with their furry surfing and puddling friends and their preferred stories to bring their pets into adventures.

Paddleboard maynot be explicit for dogs, but their dog-friendly surfaces appeal to a wider audience.

Article

The online furniture company, Article, recently organised a competition called ”Perfect for Sharing” and they asked to clients to share their Burrard sofa and finish the phrase ”My Burrard is perfect for…” in the caption. Of course, some clients of the article shared photos of their pets enjoyning their comfortable sofas in their presentations.

While previous generations didn’t allow their pet to climb on sofa, millenials see their pet as family members, see their lifestyle reflecting in the content of the article.

Radio Flyer

Radio Flyer – known for the iconic red wagon – celebrated ”Little Red Wagon day” at the start of this year. The company invited fans and followers to join the celebration sharing photos, stories and memories with the hashtags #LittleRedWagonDay. Clients shared adorables photos of toddlers and puppies to celebrate.

Radio Flyer’s wagon are traditionally suited to children, but there is no rules to avoid pets to use them!

Kimpton Hotels

Travelling with pets could be a challenge, but not with Kimpton’s hotel. Each of their boutique hotel is suitable for pets, regardless of whether they have fur, feathers or squame. Kimpton bring pet-friendly to a new level, offering treats to pets and (in specifics hotels) special animal directors.

Travellers and guests could rest quitely knowing that their pets are spoiled as they are. Kimpton highlights their pet policy on social media, recently through the campaign #INK48, that invite guests to the new Hell’s Kitchen boutique hotel, NY to share photo of their journey. Both human and animal guests get a luxury experience at Kimpton hotels.

Kimpton shows its pet-friendly accommodations that help distinguish them from other hotel brands.

With today’s consumers treating pets more like family members, brands can engage a large portion of their audience by including animals in their advertisements and marketing content. For brands that do not sell pet products, purchasing photos and videos through UGC is a great way to increase brand awareness, drive engagement, and interact with current pet-owners who might otherwise feel isolated from brand content. 

Hopefully, with this article it was clear why to attract pet owners to your brand. Now you might read an article about how to structure an effective content marketing strategy.