The Purrfect Content for Instagram – What's Working in Marketing?

Welcome to What's Working in Marketing by?RightMetric!

Once a week, we send out actionable tips to inform a more impactful digital strategy across paid, earned, shared, and owned channels - using the latest data from our research.

• Uncovering the the top performing content and tactics for the Cat Owner audience on Instagram
• Three tweets about a classic Nike ad, a low spend, high result strategy and new FTC guidelines for brand-creator relationships

Top Performing Content on Instagram for the Cat Owner Audience

Today let's take a look into what's performing for organic content geared towards the cat owner audience.

Let's jump in!

Top Performing Content Categories

Excellent Instagram content themes in the Cat space.

Good Instagram content themes in the Cat space.

Top Performing Tactics

"Just Cat Things" videos document the ups and downs of living with cats, from hangry moments to ripped furniture. Parents show off their cats and have fun highlighting their quirks.

Click to view video 1 , 2 , or 3 .

Tactics

• 80% of videos don’t include voice-overs seeing +6% better performance than average.
• Videos with captions generated an average of 128K views and engagements.
• Videos that combined original audio with added audio (i.e. music) saw +60% more views and engagements.
• Create an infinite series of videos highlighting what makes different cats unique, then pair different cat food combinations with them.?

"London Adventures" follow creator Travis along on his POV bike rides across London, where his cat, Siggy, is in the passenger seat of a bike. Together, they explore and engage with other people in London.

Click to view video 1 , 2 , or 3 .

Tactics

• 96% of videos were shot on a GoPro from POV footage, sharing the bike or creator’s perspective.
• These videos featured all original audio with no voiceovers or added music.
• 4% of videos experimented with additional effects like slow motion when something interesting happens on screen.
• People like new ways of viewing spaces. Highlight a region while showing how cats make themselves at home there.

"Fun with Toys" videos tell a story or demonstrate how different toys impact a creator's cat's mood. These videos tend to highlight different ways cats engage with their toys.

Click to view video 1 , 2 , or 3 .

Tactics

• 50% of videos were filmed with a long shot, always keeping the cat’s entire body in frame.
• 86% of videos are filmed in a stationary position, on a tripod or in the filmers hand.
• 50% of videos did not feature voice-overs and generated +48% more views & engagements.
• These videos feature cats in two moods, bewildered or enthralled . Create a branded toy and see how cats engage with it or simply observe cat behaviour before and after eating cat food.?

Want insights like these—but?customized?to your brand, your audience, and your competitors?

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Here are three tweets you should check out this week:

?1. Have you seen this classic Guy Ritchie directed Nike ad?

2. A low spend, high result marketing campaign

3. New FTC guidelines for the creator-brand relationship

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