FETCHING SUCCESS: ESSENTIAL MARKETING TRENDS PET BRANDS NEED TO MASTER IN 2025

By Kristen Levine, Senior Counsel, Fetching

As we look to the second quarter of 2025, pet brands face distinct marketing challenges and opportunities unique to the animal care industry. Unlike other consumer goods, pet products tap into one of the strongest emotional connections possible – the bond between pets and their humans. This emotional foundation, combined with rapidly evolving digital trends, creates both opportunities and complexities for pet industry marketers. With competition intensifying and consumer behaviors shifting, now is the perfect time to evaluate which marketing strategies are delivering results and which emerging approaches deserve your attention for the remainder of the year.

The Changing Face of Pet Parents

According to the American Pet Products Association’s 2024 State of the Industry Report, the pet parent demographic continues to evolve. Millennials remain the largest pet-owning generation, while Gen Z’s entry into pet parenthood is rising steadily. Meanwhile, Boomer participation in the market shows declining numbers. This generational shift significantly impacts how pet brands should approach their marketing strategies.

The same report reveals telling statistics about where pet parents discover products: 41% turn to pet product company websites, 40% use Facebook, 37% favor YouTube, while both TikTok and Instagram claim 28% of product discovery – marking substantial growth since 2020. For pet brands and veterinary marketing firms, these numbers underscore the importance of a multi-channel digital presence.

Digital PR Evolution: Beyond Traditional Boundaries

In 2025, successful pet marketing agencies are revolutionizing their approach to public relations through several key innovations:

AI-Powered Insights

Smart brands are fetching better results by leveraging AI and advanced media monitoring tools to identify emerging pet care trends and consumer concerns. This technology enables brands to:

- Track real-time conversations about pet health and wellness

- Identify emerging pet parent concerns before they become mainstream

- Monitor competitor messaging and market gaps

- Predict seasonal trends and shopping patterns

Real-Time Response Management

With pet safety and health at stake, the ability to respond quickly to issues has never been more critical. Modern PR teams are implementing:

- 24/7 monitoring systems for brand mentions and potential issues

- Pre-approved response protocols for common scenarios

- Crisis management playbooks specifically designed for pet industry concerns

Enhanced Digital Literacy

PR teams are expanding beyond traditional media relations to become content creators themselves. This evolution includes:

- Developing in-house content creation capabilities

- Managing multi-channel storytelling initiatives

- Creating educational content that positions brands as industry experts

The New Face of Influencer Marketing

The pet industry’s approach to influencer marketing is maturing, with brands finding success through more authentic, targeted strategies:

Right-Sized Partnerships

The focus has shifted from mega-influencers to micro and mid-tier influencers with under 100K followers. These partnerships often yield:

- Higher engagement rates

- More authentic content

- Better cost-effectiveness

- Stronger community connections

Authentic Experiences

Instead of lavish influencer trips, brands are creating more meaningful experiences that:

- Engage loyal customers alongside influencers

- Focus on real-life pet parent scenarios

- Showcase genuine product integration into daily life

- Build long-term brand advocacy

Commerce Integration

Social commerce is becoming increasingly sophisticated in the pet space, with:

- Seamless shopping experiences through social platforms

- Influencer-specific product bundles

- Direct purchase options through content

Social Media Strategy 

When it comes to social media, brands are finding success engaging in comments sections of relevant content creators. User-generated content also continues to drive authentic engagement. Social media strategies in 2025 call for platform-specific optimizations, including:

Meta (Instagram and Facebook)

- Carousel posts are making a strong comeback, with the platform giving these posts multiple opportunities for visibility.

- Educational content about pet care and product usage performs particularly well in this format.

- Brands are seeing success with mix-and-match content: product shots, usage tips and pet parent testimonials.

TikTok

- Long-form content (1 – 10 minutes) is gaining traction.

- Monetization opportunities for longer videos are creating new partnership possibilities.

- Educational content about pet care and training performs well.

- Behind-the-scenes content showcasing product development or testing resonates with audiences.

By staying attuned to these trends and adapting strategies accordingly, pet brands can position themselves for success in 2025 and beyond. For pet brands looking to stay ahead of these trends, partnering with an experienced pet marketing agency or veterinary marketing firm can provide valuable expertise and resources. These specialized agencies understand both the emotional dynamics of pet parent decisions and the technical requirements of modern digital marketing. The key lies in establishing a plan to maintain authentic connections with pet parents while leveraging new technologies and platforms to enhance reach and engagement.