In this episode, I dive into the fascinating world of influencer marketing for pet businesses. Join me as I uncover some compelling insights and statistics, shedding light on the difference between pet influencers and their human counterparts. Plus, we’ll explore the broader benefits of integrating influencers into your marketing strategy.
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Episode Overview
- The rise of pet influencers in marketing
- Their universal appeal and low controversy factor
- The significance of engagement rates
- Collaborating with micro-influencers on a budget
- Respecting and fairly compensating influencers
- Distinguishing between influencers and brand ambassadors
- The value of influencer marketing in expanding reach
The Rise of Pet Influencers
Over the past decade, pet influencers have carved out their own niche in the social media marketing landscape. But it wasn’t until the onset of the COVID-19 pandemic that their popularity truly skyrocketed. Brands, even those unrelated to pets, began to recognize the incredible potential of using our furry friends in their advertising campaigns.
Pet Influencers: A Goldmine for Any Brand
One thing’s for sure: pet influencers are pure gold when it comes to brand partnerships. Their appeal is evergreen, and they perform exceptionally well in ads. Moreover, pet accounts can effortlessly amass hundreds of thousands of followers, making them a valuable asset for any brand, whether they operate in the pet industry or not.
Pets vs. Humans: The Controversy Factor
One remarkable advantage of using pet influencers is their ability to avoid the controversies that sometimes plague human influencers. While certain pet-related topics within the industry may spark debates, like the choice between positive reinforcement and balance training in dog training, using a cute dog in a simple ad for a carpet cleaner or a washable rug is less likely to stir controversy. After all, it’s much harder to find someone who hates dogs than someone who despises a particular individual.
Lonnie Edwards, CEO and founder of The Dog Agency, a platform representing over 150 animal influencers, explains the appeal of pets: “A human influencer runs the risk of scandal, gets drunk at a party, tweets offensively, whereas dogs are cute. They’re adorable, they’re crowd favorites, and, as a bonus, they come with a higher engagement rate.”
Engagement Rates: The Pet Advantage
Engagement rates play a pivotal role when selecting influencers for your marketing campaigns. In general, pet accounts tend to outperform human influencer accounts in terms of engagement. This metric is crucial because it determines how many people will interact with your content, ensuring your message is not only seen but also remembered.
To illustrate this point, let’s compare the engagement rates of Kim Kardashian’s Instagram (a human influencer) with Loki, a famous wolfdog influencer on Instagram. Kim Kardashian boasts a respectable 1.6% engagement rate given her massive following. In contrast, Loki, the wolfdog influencer, enjoys a 2.51% engagement rate, often garnering over 50,000 likes per post.
Pets possess an unparalleled ability to engage audiences, thanks to their undeniable cuteness. As the co-founder and CEO of affable.ai, another influencer marketing platform, aptly puts it, “There’s nothing more thumb-stopping than cute furry friends to drive engagement.” Fur influencers can establish emotional connections more effortlessly than their human counterparts and tap into previously untapped audience segments.
Consider this: if you’re in a business like home care, decorating, or selling products like vacuums, you might naturally target moms and families. However, many people forget that pets are cherished members of the family for a significant portion of the population. By partnering with pet influencers, you can draw in an audience of pet lovers, enhancing your reach even further.
Influencers vs. Traditional Marketing
Now, we’ve focused on the merits of pet influencers over human ones, but what’s the value of influencer marketing itself? Why should small businesses consider it? Well, influencer marketing not only boosts user-generated content but also provides a valuable form of social proof. When others endorse your product or service, it carries more weight than your own claims.
The Power of Parasocial Relationships
Our brains form parasocial relationships with influencers and celebrities, a phenomenon where we store feelings and thoughts about them similarly to how we remember friends and family. This psychological connection translates into higher trust when influencers recommend products or services. It’s the reason why influencer marketing is so effective.
Micro-Influencers: The Budget-Friendly Option
For small businesses with limited budgets, collaborating with micro-influencers can be a game-changer. Micro-influencers often boast higher engagement rates, making them a cost-effective choice. If working with a single influencer with over 100,000 followers is out of your budget, consider working with ten smaller influencers.. The collective engagement rate could actually be higher, ensuring more eyes on your content.
Respect and Fair Compensation
One critical aspect of influencer marketing is respecting influencers as professionals and compensating them fairly. Remember, they are providing a service to your brand, whether it’s through professional photography, modeling, or copywriting. Their expertise and time deserve recognition.
Influencers vs. Brand Ambassadors
It’s essential to distinguish between influencers and brand ambassadors. While both play vital roles, influencers are professionals who perform specific marketing tasks, deserving compensation. In contrast, brand ambassadors are passionate fans who may offer testimonials and usr generated content in exchange for products.
Influencer marketing is a powerful tool for businesses of all sizes. Whether you’re reaching out to influencers or considering brand ambassadors, remember that influencer marketing at any level can bring value to your marketing efforts. They save you the costs associated with professional content creation and expand your reach in ways traditional marketing can’t.
If you have questions about influencer marketing or want to delve deeper into this topic, feel free to reach out to me. Join my free Facebook group to connect with like-minded individuals in the pet industry.
Where to Find Skarlet:
- Website: https://skarletrockwood.com/
- Instagram: @skarletrockwood
- Facebook: @skarletrockwood
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