From Viral Fads to Lasting Loyalty: The New Rules for Pet Brands
Nov 3, 2025
Read Time : 5 min
Every brand wants a slice of the cat-video pie. It seems like the easiest win in digital marketing: post a cute kitten doing a silly thing, get millions of views, and call it a day. But what if we told you that while cute cat videos are great for views, they’re not enough to build a brand that lasts?
Beyond the Purr-fect Post: The Deeper Story
Recent research on cat-related content reveals a fascinating truth. While a majority of posts show happiness with 56% of people sharing positive sentiments about their pets through various types of content, there’s a significant undercurrent of concern. A notable 29% of posts express genuine concern for their cat’s well-being. This tells us that while cute antics are what drive the most positive content (80.4% of happy posts are about “behaviors & activities”), a brand that only focuses on this is missing a huge part of the conversation.
True loyalty is built by addressing these deeper anxieties, a challenge that a simple cute video can’t solve. Over half of cat lovers’ concerns (54.6%) are related to the health and care of their pets. Their biggest worries revolve around topics like illness symptoms (20.9%), viruses (20.5%), and even body weight (19.4%). A pet food brand that truly wants to connect with its audience needs a social media strategy that acknowledges these fears and offers a solution, not just a laugh.
Case Study: MAXLife Cat
This is exactly where MaxLife found its strategic footing. They knew that their audience wasn’t just looking for entertainment but also for partnership. MaxLife’s campaign was as carefully crafted as their nutritious food, using touching and lighthearted visuals to speak directly to cat owners who truly care about maximizing feline wellness. Instead of just posting generic content, they launched:
– PawMates Diaries = This segment was designed to be more than just a fleeting “meow-ment”. By recognizing that their audience craved connection, not just cat facts, they created a vibrant community through heartwarming stories, interactive games, and shareable snippets.
– QnA With Cat Specialist = Cutting through the clutter with practical tips and relatable solutions that empowered cat owners. This approach positioned MaxLife not just as a product, but as a trusted partner in their pet’s well-being.
Building Trust: The Three Pillars
A successful brand identity and brand storytelling strategy with a cat-lover audience must do three things:
1. Acknowledge the Anxiety: Start by showing that you understand their worries. Content should address common health concerns with genuine empathy and insight.
2. Provide Real Value: Move beyond simple product promotion. Offer actionable advice, expert tips, or educational content that helps them solve a problem.
3. Position as a Partner: Show that your brand isn’t just selling a product; it’s a trusted partner in their cat’s well-being. This builds a deeper, more meaningful connection.
From Viral Fads to Lasting Loyalty: The New Rules for Pet Brands
Every brand wants a slice of the cat-video pie. Ini keliatan jadi seperti kemenangan termudah di digital marketing: tinggal post anak kucing lucu yang melakukan hal konyol, dapat jutaan views, dan selesai. Tapi bagaimana jika kami mau ngasih tahu kalau meskipun video kucing lucu bagus untuk views, itu gak cukup untuk membangun brand yang bertahan lama?
Beyond the Purr-fect Post: The Deeper Story
Penelitian terbaru tentang konten terkait kucing mengungkapkan kebenaran yang menarik. Meskipun sebagian besar postingan menunjukkan kebahagiaan, dengan 56% orang berbagi sentimen positif tentang hewan peliharaan mereka, tapi ada kekhawatiran didalamnya. Sebanyak 29% dari postingan menunjukkan kekhawatiran akan kesejahteraan kucing mereka. Ini memberi tahu kita bahwa meskipun tingkah lucu adalah yang paling banyak menggerakkan konten positif (80.4% dari postingan bahagia adalah tentang “behaviors & activities”), sebuah brand yang hanya fokus pada hal ini udah melewatkan bagian besar dari percakapan.
Loyalitas sejati dibangun dengan mengatasi kecemasan yang mendalam ini, ini jadi tantangan yang gak bisa dipecahkan oleh video lucu aja. Lebih dari separuh kekhawatiran pecinta kucing (54.6%) terkait dengan kesehatan dan perawatan hewan peliharaan mereka. Kekhawatiran terbesar mereka berputar di sekitar topik seperti gejala penyakit (20.9%), virus (20.5%), dan berat badan (19.4%). Sebuah brand makanan hewan peliharaan yang benar-benar ingin terhubung dengan audiensnya membutuhkan strategi media sosial yang mengakui ketakutan ini dan menawarkan solusi, bukan cuma lucu-lucuan aja.
Case Study: MAXLife Cat
Di sinilah MaxLife, salah satu client kamu, menemukan pijakan strategisnya. Mereka tahu bahwa audiens mereka gak cuma mencari hiburan, tetapi juga partnership. Kampanye MaxLife dibuat dengan cermat seperti makanan bernutrisi mereka, menggunakan visual yang menyentuh tapi tetap ringan untuk berbicara langsung kepada pemilik kucing yang benar-benar peduli untuk memaksimalkan kesehatan kucing mereka. Selain memposting konten generik, mereka juga meluncurkan:
– PawMates Diaries = This segment was designed to be more than just a fleeting “meow-ment”. Dengan menyadari bahwa audiens mereka menginginkan koneksi, bukan cuma fakta soal kucing, mereka menciptakan komunitas yang hidup melalui cerita yang menghangatkan hati, permainan interaktif, dan shareable snippets.
– QnA With Cat Specialist = Cutting through the clutter with practical tips and relatable solutions that empowered cat owners. Pendekatan ini memposisikan MaxLife gak hanya sebagai produk, tetapi sebagai mitra tepercaya dalam kesejahteraan hewan peliharaan audiens mereka.
Building Trust: The Three Pillars
Identitas brand dan strategi brand storytelling yang sukses dengan audiens pecinta kucing harus melakukan tiga hal ini:
1. Acknowledge the Anxiety: Mulailah dengan menunjukkan bahwa kamu memahami kekhawatiran mereka. Konten harus mengatasi masalah dengan empati dan wawasan yang tulus.
2. Provide Real Value: Jangan cuma melakukan promosi produk aja. Tawarkan saran yang dapat ditindaklanjuti, tips ahli, atau konten edukatif yang membantu mereka memecahkan masalah.
3. Position as a Partner: Tunjukkan bahwa brand kamu adalah mitra atau partner tepercaya dalam kesejahteraan kucing mereka. Ini bisa membangun koneksi yang lebih dalam dan lebih bermakna.