Three Things to Know
Researchers analyzed how animal shelters advertise adoptable animals on Facebook, examining factors like animal type, sex, tone, and visual elements. They also compared pre- and post-pandemic engagement patterns.
The study found that photos were the primary media used, while videos were underutilized. Human or toy presence in photos was infrequent, highlighting a potential area for further research. Pandemic-related shifts were observed, with 2019 posts garnering more likes and 2020 posts receiving more shares.
Dogs consistently outperformed cats in terms of engagement, receiving more likes and shares. Cats depicted in home-like or ambiguous settings were more likely to be shared than those in cages. No significant differences were found in engagement based on animal sex.
The Full Picture
Social media has become a vital tool for animal shelters, offering increased visibility, opportunities for connection, and the ability to share timely updates. A significant 75% of shelters recognize its crucial role in achieving their goals. Facebook, in particular, has a profound impact on adoption rates. A remarkable 88% of surveyed shelters attribute their success to this platform.
Engagement metrics, including likes, shares, and clicks, provide valuable insights into viewer interest and potential adoption. For example, past studies have found non-black animals and photos featuring toys tend to garner more attention. Netnography studies have revealed that posts evoking sympathy, accompanied by photos or videos, or shared during peak interest periods (like pre-pandemic February 2020) tend to drive higher engagement.
Given the limited understanding of how specific social media content influences engagement and adoption, an exploratory study, titled “Exploring Factors That Influence Public Engagement of Adoptable Pets on Facebook,” was conducted to analyze Facebook posts from shelters. The study aimed to describe how shelters advertise adoptable animals on Facebook and examine the effects of various factors, including animal type, sex, tone, and visuals on engagement. The researchers hypothesized that dogs, caged animals, and posts from Fall 2020 (a period of increased online activity during the pandemic) would likely receive higher engagement.
Study Methods
To investigate the impact of social media on animal adoption, researchers focused on North Carolina animal shelters affiliated with organizations like the ASPCA, SPCA, or independent humane societies. These shelters were actively involved in rescue and adoption efforts and primarily used Facebook to advertise adoptable animals.
The analysis centered on shelter-managed Facebook pages that regularly posted individual animal profiles. Data was collected from two time periods: September to December 2019 (pre-pandemic) and September to December 2020 (during the pandemic, when online activity was high due to eased lockdowns and remote work). Thirteen shelters were included in the study.
Each Facebook post was meticulously coded for various factors, including:
- Basic information: animal name, sex, posting date/time, likes, shares
- Media: presence of photos, videos, or text
- Visual representation: animal’s environment (e.g., cage, home), accessories (e.g., toys, human presence), physical characteristics (e.g., fur color, breed, age stage)
- Text content: use of anthropomorphism, tone, emojis, animal source, fostering status, and general comments
Study Results
The study analyzed Facebook posts from 13 North Carolina animal shelters to understand how social media influences animal adoption. Photos were the primary media used, while videos, which can effectively showcase animal personality and behavior, were underutilized.
Most posts used neutral or positive tones, while limited use of negative language or anthropomorphism was observed. The presence of humans or toys in photos was infrequent, leaving room for further research on their impact on adoption rates. Cats were more commonly depicted in cages compared to dogs, though most animals were shown outside of cage environments.
Dogs consistently outperformed cats in terms of engagement, receiving more likes and shares. The environment depicted in photos, especially for cats, influenced engagement. Cats shown in home-like or ambiguous settings received more shares than those in cages. The researchers found no significant differences in likes or shares between posts featuring male versus female animals. The pandemic also impacted engagement patterns, with 2019 posts garnering more likes and 2020 posts receiving more shares.
While the study provided some insights, it was limited by data constraints, particularly regarding coat color, age, and detailed information on animal traits. Future research should explore the optimal use of humans and toys in photos, the effectiveness of videos, and the impact of specific animal characteristics on engagement to further optimize social media strategies for animal shelters.
Miscellaneous
Data From Study:
Shelter Dogs > Improving Rehoming Success > Enlarging Adoption Pipeline
Year of Publication:
2024
External Link:
Morrison R, Maust-Mohl M, Ferry T. Exploring Factors That Influence Public Engagement of Adoptable Pets on Facebook. Animals. 2024; 14(22):3217. https://doi.org/10.3390/ani14223217