Why “Interest Media” Is Reshaping Pets Marketing | Pets and Trends Newsletter

Editor’s Pick 🌟

At POSSIBLE Miami, Everyone Was Talking About Interest Media—Here’s Why

ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:

1. More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.

2. Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.

3. Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.

Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.

Sector Spotlight 🎥

OMNICHANNEL TRANSFORMATION

Animals Matter Achieves 45 Percent Sales Growth With Omnichannel D2C Approach

Animals Matter achieved a 45% YoY sales increase, 36% higher conversions, and 46% more returning customers by shifting from catalog wholesale to omnichannel direct-to-consumer sales using Shopify Plus. This transition showcases the practical impact of building an integrated online presence, leveraging social media, Google Ads, and CRM tools for greater growth.

Marketers should note the ROI: a 75% return on ad spend validates the effectiveness of robust digital strategies in today’s eCommerce landscape.

PET WELLNESS TRENDS

Pet Dietary Supplements Market Grows as Wellness Trends and Advanced Formulations Flourish

The global pet dietary supplements market is projected to grow from $2.71 billion in 2025 to $4.11 billion by 2030, driven by advanced formulations, pet humanization, and the expansion of eCommerce and DTC channels.

STRATEGIC PARTNERSHIPS

Stella & Chewy’s Expands Premium Raw Pet Nutrition Through PetSmart Nationwide

Stella & Chewy’s partnership with PetSmart expands nationwide access to its premium freeze-dried raw pet foods both in-store and online, responding to consumer demand for health-focused pet nutrition.

This move highlights the strategic use of omnichannel retail and addresses the growing marketing opportunity in functional and nutrient-rich pet products. Marketers should note the trend toward biologically appropriate foods and the importance of aligning product distribution with changing consumer preferences.

PET FOOD INNOVATION

AI Aids New Pet Food Plant Workers, Preserves Institutional Knowledge

Artificial intelligence, new processing systems, and ingredient trends are reshaping pet food production, meeting consumer demand for safety, nutrition, and sustainability, while presenting marketers with evolving positioning opportunities.

SUSTAINABLE NUTRITION TRENDS

Pet Owners Show Growing Interest in Insect Protein for Dog Food Choices

U.S. dog owners show willingness to try insect protein in pet food, but significant knowledge gaps on health benefits persist. Key marketing opportunities include education on hypoallergenic and immune-support properties. Millennial and Gen X segments display higher willingness to pay, emphasizing the need for targeted omnichannel outreach.

Influencer Corner 📢

Optimization Hub ⚙️

BRAND COMMUNITY MONETIZATION

Five Proven Brand Community Tactics That Drove $2 Million in Revenue

Building robust brand communities delivers measurable impact, with tactics such as member-exclusive product launches, community-led content creation, tiered membership programs, collaborative product development, and monetized events collectively generating over $2 million in revenue. Marketers gain higher customer lifetime value, lower marketing costs, improved product adoption, and sustainable growth by implementing these strategies. Community-focused approaches outperform traditional marketing, offering actionable frameworks for brands seeking authentic engagement and financial results.

INNOVATIVE MARKETING TECHNOLOGIES

Supercharge Email Marketing With Seamless API Integrations for Unmatched Personalization and Automation

APIs streamline email marketing by enabling automation, advanced segmentation, and real-time analytics, allowing marketers to send highly personalized messages and monitor campaign performance efficiently. Integrating robust email APIs strengthens customer engagement and optimizes campaign outcomes while ensuring data security and regulatory compliance.

INNOVATIVE AD TECHNOLOGIES

Google Expands CTV Ads With AI-Powered Targeting and Prestigious Platform Partnerships

Google is expanding its CTV advertising through broader partnerships with Netflix, NBCUniversal, Disney, and new integrations with Tubi, Spotify, and Roblox, delivering enhanced reach on major streaming platforms and tentpole events. Marketers now access improved AI-driven tools within Display & Video 360 for precise targeting, custom audience segmentation, automated campaign optimization, and actionable reporting across a dynamic retail media ecosystem. With 98% CTV household penetration and YouTube’s dominant streaming watch time, leveraging Google’s advanced CTV offerings presents a significant opportunity for measurable brand impact and cross-channel campaign effectiveness.

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