The Best (and Worst) Social Channels to Reach the Cat Food Audience in Q1 2023

Key Takeaways

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*Competitors are not active on Reddit and Snapchat, while Pinterest data is not available. 

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Purpose of This Research

To identify where competitors are focusing their efforts opposed to where audience members meeting the following criteria spend time:

• ‍Interested in cats
• Based in the United Kingdom
• Between the ages of 24-44
• Majority female

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In Q4 2022, the Cat Food Audience Attention for 24-44 year old women was the highest on YouTube, followed by Facebook and Instagram.

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*Composite metric consists of Monthly Android Active App Users, and Monthly Unique Site Visitors

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Cat Food Competitors’ Focus is highest on Instagram followed by Facebook.

Cats Protection generated the most Instagram video views in Q4 ‘22 at 600K. This was their most viewed Instagram Reel (199K views). They also went viral for the same video (1.8M views) on TikTok but it was removed to avoid skewing the data set. 

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There is whitespace opportunity on YouTube, Twitter and Linkedin, where there is high Audience Attention and low Competitor Focus.

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Facebook and Instagram are oversaturated platforms with high Competitor Focus and low Audience Attention.

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Audience Attention is growing on Pinterest and Snapchat by +8% this quarter. 

*Composite metric consists of Monthly Android Active App Users, and Monthly Unique Site Visitors

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Audience Attention is stable for YouTube, Facebook, Instagram, Twitter, TikTok, Reddit and LinkedIn with less than a 5% change this quarter.

*Composite metric consists of Monthly Android Active App Users, and Monthly Unique Site Visitors

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Competitor Focus is growing on YouTube, Facebook and Instagram this quarter.

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Competitor Focus shrank significantly this quarter on Twitter, TikTok and Linkedin.

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Competitors in the Cat Food industry are currently not active on Reddit, and Snapchat while Pinterest data is unavailable.

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*Competitors are not active on Reddit and Snapchat, while Pinterest data is not available. 

*Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 12 brands in the Cat Food industry.