Social media influencers have become increasingly popular in recent years. With the growth of social media platforms such as Facebook, Twitter and Instagram, as well as vloggers on YouTube brands are distancing themselves from traditional marketing methods and choosing or implementing alongside social media influencers. Social media influencers come in all different forms from fashion bloggers, to reality stars, and more recently pets.
Pet influencers are becoming increasingly popular with multiple brands, not just animal related ones. Consumers are becoming increasingly more interested in pet influencers due to the high number of millennials and Gen-Z users having pets themselves. The benefits of using Urban Paws UK’s Pet Influencers are listed below.
Social Media Marketing is relaxed
Unlike most forms of advertising, consumers choose to see what a pet influencer markets. Those who follow the likes of Jax the Siberian Husky are doing so because they are actually interested in what gets posted, unlike television adverts that consumers are forced to view rather than choose too.
Add-blockers are becoming increasingly used, people are choosing not to display cookies and hiding advertisements from brands on the likes of online newspapers, thus making other forms of online advertising less useful than before. It is unlikely for a consumer to ‘mute’ or ‘hide’ a pet influencer they ‘follow’ instead they are to be expected to want to see their posts.
Choosing your niche
Brands are able to choose who they want to target through their pet influencers. It is likely that certain influencers are followed by different demographics due to what they post, where they are located, the type of animal. This allows marketers to implement a specific social media campaign for their influencers and reach either a broad or niche market.
Accessibility to demographics
Brands are able to choose what pet influencer they want to market their products and can use demographics to do so, such as average age of the pet’s followers, location, and gender. Social media platforms and specific apps also allow for brands to check who is most engaging with the post, for example, if one pet influencer is more likely to target your audience e.g. single people in their 30s working in London, they can check demographics engagement to make sure they have chosen the most lucrative influencer for that product.
Optimisation and economies of scale
Once a post has proven to be popular it can be used again by other influencers, high engagement on a post will likely be reused with slight tweaks if it has been successful. These posts can help return on investment as well as demonstrate a key performance indicator.
Social media allows for posts to be shared across the different social media platforms, it is likely for a pet to be popular on more than one social media platform. Consumers are also able to ‘re-post’, share, or add the post to their ‘stories’, this allows for more people to see the product and potentially boost sales. Also, with the number of pet influencers, Urban Paws UK is currently accountable in managing if is possible for more than one influencer to post a product. This also means that multiple target markets can be pursued at once for a percentage of the cost of traditional advertising methods.
All forms of influencers are trendsetters, normally people follow them because they want to be like them and thus want to have the same products. This is no different for pet influencers, as stated earlier our pet influencers do not just model animal items. Due to the training in product placement carried out by pet influencer owners they are able to model with products and encourage consumer spending habits.
Relatability and Creditability
Our pet influencers at Urban Paws UK are becoming progressively fussy with what products they advertise. Due to advertising laws, it is important that the product is clearly displayed in an advertisement on social media. Therefore pet influencers do not want to be advertising a product they or their owners have not used themselves or believe in, meaning that their followers are able to build trust, relatability, authenticity and creditability.
Social Media Reviews
Many pet influencers leave a review when they are promoting a product. They will be seen using the product or giving a detailed description of what the product does, this modern review system is important as it has been proved that 81% of Gen-Z rely on social media reviews before they make a purchase.
Return on investment
As with all advertising, the end goal is to create a return on investment for the product being advertised. Television campaigns, for example, can be extremely pricy and out of range for many businesses, therefore using pet influencers can be a more cost-effective method. Research has shown that for every 78p spent on social media marketing £9.28 is generated which gives an 11.9x return on investment.