The nation’s pet care brands today aim to provide a one-stop solution for today’s pet parents. These brands are turning heavily to social media to educate consumers and raise awareness about their offerings, and influencer marketing plays a big role in this approach.
According to statistics available on PetKeen, an international team of pet and animal lovers, a majority of Indians are pet owners. The data studies also point out that Millennials and GenZ make up more than 34% and 27% of the country’s total population.
Due to this demographic dynamic, most pet care brands find their primary target audience to be millennials and GenZs in India, and hence, they are turning to social media to collaborate with creators and influencers in order to reach their target audience.
The target audience for these brands is all pet owners who want to provide their pets with a healthy lifestyle and nutrition combined with the highest quality experiences.
Anushka Iyer, Founder and CEO of Wiggles, kicked off the discussion on how pet care brands are leveraging social media to reach their target audience. of which social media influencers and communities are a big part.
“At Wiggles, we’re always looking for meaningful and exciting ways to keep our pet parent community engaged while raising awareness of responsible pet care. Along the way, we hope to dispel some myths and confusion about the pet nutrition and build a culture of responsible pet ownership and care,” she added.
Moving forward, Iyer also emphasized that knowledge is power and that’s essentially what Wiggles aims to imbue in his community. “We publish content that covers everything from parenting tips to indications of various diseases and nutrition because we want pet parents to fully understand their pets and be able to provide them with holistic care” , she said.
In fact, according to Iyer, Wiggles hopes to dispel myths and confusion about dog nutrition and aims to build a culture of responsible pet ownership and care while having fun through her influencer campaigns.
Adding to this, Ambarish Sikarwar, Chief Business Officer, Zigly said, “We work with content creators and influencers to create meaningful content for our subscribers and subscribers and offer them different formats of content in the form of reels, videos, stories, carousels, etc. which are easy to absorb. We also have an in-house magazine, The Good Breed by Zigly, in digital and print format, as well as our own podcast channel.
He also added that it is through Zigly’s campaigns and stories that they aim to raise awareness in the field of pet care. “Through our magazine and podcasts, we try to provide informative content to our readers and listeners so they can better cultivate the joys and meet the challenges of mindful parenting,” he said.
Speaking on the importance of social media influencers to Zigly, Sikarwar said, “Influencers help us reach the right audience and when they get the Zigly experience, they speak for the overall experience themselves. from Zigly. Thanks to this kind of word of mouth, our network expands.
“Our customers themselves are our biggest influencers who share their experience about the carnivals, events, puppet parties and parties we host at our centers,” he added.
Similarly, Varun Sadana, co-founder of Supertails, also added, “As a pet care brand, we have a responsibility to meet the needs of our audience with the utmost care and only share the good information with them.”
Sadana also shared that being a pet parent himself, he often noticed and experienced the shortcomings in raising a pet the right way, which is why he took it upon himself. to only share information reviewed and approved by pet experts on Supertails social media channels. .
“Our Instagram content strategy revolves around sharing informative and infotainment content that is useful now and in the long term. These tips, hacks and tinkerings are easy to consume and therefore not only attract many pet owners from company to our social media handle, but also bring greater reach, impressions and engagement. Our insights also show that many people are logging these types of posts, which encourages us to deliver even more informative content to them,” did he declare.
According to Devanshi Shah, Founder and CEO of PetKonnect, “Social media is a wonderful tool available to all brands, but reaching your target audience through online content creation is no longer just an art but also a science. “.
Commenting on the importance of influencers to PetKonnect, she said, “We consider influencers to be a very important part of our marketing mix as they help us improve reach, engage new customers, influence consumer sentiment, to build brand affinity and champion social causes among others.”
“We typically focus on petfluencers because they have a relevant audience and have a tremendous impact on our events by improving overall attendance and engagement with guests. Sometimes we engage other influencers as well, but they too must have had a minimal association with animals,” she added.
Furthermore, Shah also pointed out that apart from sharing parenting tips and tricks, PetKonnect also focuses on content related to animal welfare in the country.
Rabia Stephens, Social Media Manager, Heads Up For Tails (HUFT) also said, “Social media is a community and advocacy platform for us. We nurture and unite a strong community of pet parents who are aligned with our value system, want to do more for animal welfare, and believe in giving their pets the best.
“We don’t spend on influencers and believe in collaborative storytelling. Our community loves our products and value system and generates most of our content through UGC,” she added.
Furthermore, Stephens also added that since influencers in the pet industry are a very new concept as of now, HUFT plans to find more people from their community, who become rather popular and chain them then. that they help the pet. brand of care by increasing their reach and the stickiness of their content.
“We have an ongoing campaign called #HUFTForFamily and content creators in our community continue to post UGCs that bring a lot of brand value back,” she claimed.
When asked how Supertails appeals to pet parents, Sadana said, “We also engage with influencers and pet influencers in our branding and marketing campaigns. We are looking for influencers who are pet parents and who share the same values as our company.
He also pointed out that since GenZ and Millennials are the primary target audience for Supertails, the pet care brand is trying to recruit influencers who not only belong to these generations, but also have strong followings in both age brackets. age.
“We recently worked with Srishti and Karishma Tanna for The Swag Life brand campaign. They are well-known content creators and actors who were a perfect fit for Supertails as they helped us attract a large following among the target audience mentioned above which ultimately converted into more website visits. and sales conversions,” he said.
Commenting on how Zigly finalizes which content creators or influencers it would collaborate with, Sikarwar said, “Moving forward with authentic influencers who have higher engagement and reach is very important to us. Thus, we are quite selective about the influencers we work with and only go with those who are dedicated pet parents and have gained Zigly experience.
“We have a monthly influencer engagement plan, and we partner with different content contributors since our majority audience is on Instagram,” he added.
Hitting a similar note, Wiggles’ Iyer also pointed out that collaborations with influencers are a great way to create content, as well as build relationships with like-minded animal lovers who believe in their mission.
“Influencers have their own like-minded audience, which helps us create a beautiful network of people who care for pets. Good Creator Co. has been a fantastic partner in helping us do responsible care for pets. pets a culturally relevant and positive conversation with the Petfluencer party,” she added.
Shah from PetKonnect also pointed out that pet care brands allocate around 30% to 40% of their digital budget to researching relevant influencers, as it helps the brand target new customers based on likeness. interests among their subscribers.
“We typically target six to ten influencer campaigns per year and depending on the length and nature of the campaign as well as the prevailing socio-political environment, we spend around Rs. 50,000 to Rs. 5,00,000 per month across digital channels to promote our content on social media,” she said.
Furthermore, Stephens also added that the pet care brand has a property called #LearnWithHUFT which is spread across IG and Youtube, in which HUFT uses experts who return trusted and authentic content to the community.
“But, the result of petfluencers visiting our stores and attending our on-the-ground events is amazing. We love that they go the extra mile and contribute in a very meaningful way to our experience,” she added.