OhayoKarlo

Imagine scrolling through TikTok videos to be entertained but you found yourself bawling your eyes out instead.

On March 15, TikTok user Millier_Archie posted a slideshow featuring her dog named Rooster. It contained 19 photos with captions from the dog’s point of view, with one saying  “these were the best 28 days of my life.” The photos were accompanied by the song “someday I’ll get it” by Alek Olsen, a melancholic song which added another layer of poignancy to the video.

If you haven’t seen the video, I will not spoil it for you, but let me just say that as a fur parent myself, I found it bittersweet, and like many people, they liked it.  As of this writing, it has 94.1M views, 9M likes, 141.6K comments, 812.2K bookmarks, and 468.4K share. In other words, it went viral.

Sad videos like these are popular on TikTok. I made of my cat after he fell down the stairs, with “Here With Me” by d4vd playing in the background (TikTok’s unofficial sad background music back then when I posted it) during my earlier days on TikTok. Today, it remains one of the most viewed videos on my TikTok account.

The overwhelming response to such videos underscores the universal appeal of heartfelt stories on social media. These videos tap into a collective empathy and nostalgia, eliciting a range of emotions from viewers.

What can brands learn from this? For brands, the popularity of emotional pet-centered content on platforms like TikTok offers several valuable insights and strategies to consider:

Emotional Storytelling: Brands can leverage storytelling techniques to create compelling narratives that resonate with their target audience. Whether it’s sharing customer success stories, highlighting the journey of employees, or showcasing the impact of their products or services on people’s lives, brands can evoke empathy and engagement by tapping into universal human experiences.

Authenticity and Vulnerability: Authenticity is increasingly valued by consumers, and vulnerability can be a powerful tool for building trust and rapport with your audience. Just as pet owners connect with the raw emotions portrayed in pet-centered content, consumers appreciate brands that show their human side, including moments of vulnerability and authenticity. By sharing genuine stories, brands can forge deeper connections with their audience and differentiate themselves in a crowded marketplace.

Emotional Resonance through Music and Visuals: The use of music and visuals to evoke emotions is a tactic that transcends pet-related content and can be applied across various industries. Brands can leverage the emotional power of music, imagery, and video to create compelling content that resonates with their audience on an emotional level.

Purpose-Driven Marketing: The emotional resonance of pet-centered content highlights the importance of purpose-driven marketing initiatives that go beyond product promotion. Brands that align themselves with meaningful causes, advocate for social or environmental issues, or demonstrate their commitment to making a positive impact in the world can inspire consumer loyalty and goodwill. By authentically embodying their values and principles, brands can attract like-minded consumers who share their beliefs and support their mission.

By embracing these strategies and leveraging the emotional power of storytelling, brands can create meaningful connections with their audience and drive positive brand perception and loyalty.