With so many existing social media platforms and new ones being developed every day, it may seem hard to choose where to market your pet business. Do you stick to an oldie but goodie like Facebook, or do you venture onto TikTok and try the latest trends? The golden rule is to be where your customers are and to show up there consistently. It’s important to still be on Facebook with pet parents that like to hang out there, while also reaching other customers that may be more active on platforms like TikTok. We’re breaking down the best social media platforms for pet businesses in 2022, why they operate differently, and how you can use them in your business.
With over 190 million users at the end of 2021, Facebook has come a long way since starting “the wall” in 2004. Today, you’ll find many pet parents looking at Facebook business pages when evaluating a pet business before buying a product or service, even if you have a website. Your business page is the place to share easy-to-read posts (with graphics, photos, and/or videos) that give followers updates about your business, and where existing customers can leave reviews.
Facebook groups are also very popular with pet parents as hubs for pet advice and referrals. Groups are a great opportunity for pet business owners to personally connect with potential customers by actively participating, sharing feedback or starting conversations. Some groups even allow you to promote your business, whether by creating promotional posts about your pet products and services, or by commenting on inquiries by pet parents looking for exactly what you offer.
Bought by Facebook in 2012, only two years after Instagram launched, Instagram is still going strong as one of the fastest growing social media platforms out there. Instagram is consistently releasing new features to enable users, like pet businesses, to share a growing variety of content, which includes posts (photos or graphics), Reels (video with or without music), carousels (slides of photos or graphics), live video streaming (solo or with groups of up to four people), guides (a collection of posts), and stories (static or video). Sometime after this blog has been published and you may be reading this, we’re certain that more types of content will be on Instagram!
Rather than feeling overwhelmed by the variety of content, pet businesses can use this as an opportunity to showcase your business in multiple ways, all on one page. Pet sitters and trainers can share their favorite walking and training tools and tips, and pet retailers and manufacturers can show a behind the scenes look at their businesses. Instagram is also a fantastic way to connect with pet parents and engage with their content and for you to be a resource to them. Don’t be shy and slide into their DMs!
A rising platform among Gen Z users on social media is TikTok, which you’ve probably been hearing and seeing a lot of, but may feel intimidated about using. As with any new social media platform, early adopters are seeing high ROI, and pet businesses are increasing the amount of time and money they’re spending on TikTok in 2022.
The platform is largely focused on shorter video content, but also has live and longer video features. The large draw for pet businesses on TikTok is discoverability, whether or not you work with an influencer or use TikTok for Business, their advertising service. Pet business owners are maximizing their presence by doing their own spin on TikTok trends, sharing behind the scenes content, and showing their face on social media. It’s great for building your know, like, trust factor, as followers really enjoy seeing the people behind the businesses they love!
A platform that can get easily overlooked is LinkedIn, since it’s best known as a professional tool. However, LinkedIn is the leading platform for networking and hiring, which makes it an important place for your pet business to have a presence if you plan to hire employees. Not only does it have recruitment and hiring functionality, but your business page gives prospective employees a way to follow and interact with your pet business in the meantime, whether it’s through short or long form text, photos, videos, and even live streams.
You should also be actively engaging on LinkedIn using your personal profile. Afterall, people like to connect with people, and there are plenty of opportunities to do so, whether it’s by interacting with others’ content or by posting your own. Keep in mind, though, that users don’t spend a lot of time scrolling through Linkedin and use it more intentionally than other platforms, so you have to post and engage strategically to make an impact within those few minutes they log on.
In the Pet Boss Club, we dive into all these social media platforms in our monthly trainings, live Q&A’s and group discussions, AND we create monthly marketing toolkits that include social media graphics and content ideas exclusively for Club members! If you’d like to get access to all this and more, get on our waitlist for the next time we open enrollment!
Learn more with us!
- Need 1:1 support to make massive action now? Book a discovery call with us to see if working 1:1 with Candace is the right fit for you.
- SAVE THE DATE! Pet Business Coaching Week is coming February 20, 2022! In this pop-up experience, discover 20+ promotions that the best pet businesses use in their shops and online. Learn how to easily bring them to life to meet new customers and increase visit frequency of your regulars. Hear the specific marketing techniques to make all your events a success and practice first hand, how to execute them. Join pet business coach, Candace D’Agnolo, and her awesome community of pet professionals for a week of inspiration, taking action and true connection.