What you’ll read:
- Petsmart, Barkbox, and Chewy are smashing it on TikTok by staying in front of trends, sticking with lovable, familiar faces, and providing users with real value.
When it comes to winning over pet owners, brands need more than just a cute puppy in their ad creative. Ok, the puppy helps a lot. But pet brands are facing an increasingly crowded landscape and stronger competition for their target audience’s attention. Getting a message in front of interested pet owners is only the first step; you also have to speak to them in a way they appreciate and enjoy.
The pet brands on this list mastered TikTok, winning the hearts — and dollars — of their followers in the process. We outlined the brands making the biggest splash on the social media platform.
Become the best CRMer you can:
CRM Hack: Monitoring the User’s Heartbeat
What Does It Mean to Treat a Customer’s Email With Respect?
To Lock or Not to Lock Customers (into CRM Journeys)
What the Efforts to Promote Responsible Gaming Look Like Form the Inside
PetSmart
Likes: 598, 800
Followers: 59, 800
We’ve reported before about how TikTok influencers are a fast-growing segment and PetSmart realized this early on. Though a big name brand, PetSmart tends to take ad content and social media pretty light-heartedly. Their #AnythingforPets tag features content from all kinds of famous dogs, cats, guinea pigs, and more.
Moreover, PetSmart shares content from other TikTok users to generate more engagement. PetSmart’s size comes in handy when competing with more niche brands and their TikTok reinforces the accessibility that the name brand store is known for.
That accessibility extends to advocating for pet owners, as well, as displayed in PetSmart’s support of the LGBTQ+ community. Despite only starting their TikTok in April 2021, they have grown quickly and continue to grow thanks to a willingness to try out the latest TikTok trends.
Barkbox
Likes: 1.5 million
Followers: 130, 400
It’s no secret that Barkbox has been killing it when it comes to social media. But TikTok is still a relatively new platform in terms of advertisement. Not surprisingly, the brand known for its eye-catching ad campaigns embraced the new platform with gusto.
Their light-hearted approach that taps into current trends is on full display with posts like this one about rejected Barkbox toys. But the unique thing is that their TikTok has a small cast of rotating characters that act as brand mascots. Followers can build a rapport with the same four or five faces (be they human or animal) and come to anticipate new content day after day.
Chewy
Likes: 874, 900
Followers: 58, 000
Chewy exploded onto the scene with their empathetic marketing campaigns and shelter outreach. Their TikTok doesn’t disappoint with a large variety of content from employee pets to new product showcases. They even engage in platform trends as seen with this post that is one part vibe check, but all parts adorable dog.
They have segments with veterinarians, too. It’s a great way to show that Chewy has an investment in the health and well-being of these animals instead of just selling products. What’s more: the company recently expanded into offering more medications online – including generic versions.
Users just have to enter their pet information, vet clinic information, and allow Chewy to contact their doctor to verify the prescription. Their trendy approach to TikTok drives traffic to their website and generates conversions.