Chewy’s Social Media Strategy
While this blog post is not regarding Amazon, similar to Amazon, Chewy is a B2C or business to consumer company that operates across e-commerce and global shipping.
Being one of the leading pet supply companies, Chewy has made numerous efforts to engage consumers across social media platforms. From videos of pets that are heartwarming, to informative tutorials regarding pet care—Chewy’s social media presence is light-hearted and effective.
Chewy has built a strong social media presence that has been maintains for over a decade, across several different social media platforms, with the aim being to engage with consumers and do so through unique methods. Chewy can be found actively posting to TikTok, Instagram, YouTube, and Facebook, and these platforms have assisted in Chewy’s ability to connect with pet lovers.
Through a conducted analysis of Chewy’s social media accounts across all their social media platforms used. It was seen that tracking the time it takes for there to be 10 posts on each different platform is shown to reveal patterns within the brand’s social media posting strategy.
TikTok
Chewy’s TikTok account features posts where they engage in viral trends and take advantage of comedic moments posted by cat and dog lovers. Chewy allows for consumers the chance of finding entertainment within their content—engaging a vast audience in turn, as reflected in a high following of 288.1 thousand being Chewy’s follow count on TikTok. Between February 25th to March 13th Chewy made 10 posts to their TikTok accounts, with the time duration being 17 days. While there were consistent posts with breaks in between, TikTok was not seen to be the platform with the fastest rate of posting content.
Instagram
Through Chewy’s Instagram accounts between March 4th and 14th, 10 posts were made. This means that on their Instagram account, Chewy can be seen to post every 1-2 days. Chewy’s Instagram account, like their TikTok, includes funny content, and reposts of Tiktoks. While these could be identified as similarities, Chewy also posts info regarding pet care tips and products, showing their playful side, whilst emphasizing product promotion in a way that their TikTok account lacks.
YouTube
TikTok and Instagram saw a much faster and consistent rate of posting than Chewy’s YouTube account. The fast-paced efforts to engage with followers and push out content is not the case for Chewy’s YouTube account, where we see a slower rate of content being posted. To post 10 separate times, it took Chewy between November 29th to March 13th. This means that it took around 3 months and 14 days to post 10 times, making it the least operated and consistent platform that Chewy uses. While the posts are on a far less frequent bases, Chewy’s YouTube account places focus on value-driven content, such as pet tutorial or “Chewtorials” and information videos for pet owners that align with the season of the year.
Facebook
Similar to TikTok and Instagram, chewy holds a consistent rate of posting on Facebook, however the rate of pushing out content is slower than across Chewy’s Instagram and TikTok. Between February 25th to March 12th, there were 10 posts made on across Chewy’s Facebook. Whereas TikTok and Instagram typically hold their own variation of content, Facebook is often used to repurpose of repost items from other accounts, such as the pet care tips.
Notable Trend in Chewy’s Social Media Strategy
Across Chewy’s social media accounts, it was identified that the brand works with cross-platform consistency, a playful comedy tone, educational content, and frequent engagement with pet lovers. One of the most notable trends Chewy’s cross-platform posts. An example of this can be seen in the fact that posts that do well on TikTok are usually posted again on Facebook or Instagram—allowing pet lovers to engage in their fun content, regardless of which preferred platform consumers use. Whether Chewy Is posting content of cute cats and dogs, or small advertisements, Chewy has create a sense of an engaged community.
Conclusion
To provide a brief conclusion, Chewy’s social media strategy provides a blend of humour and education, allowing the brand to maintain a strong online presence. The brand uses viral trends and informational content across numerous platforms, ensuring in the process that their audience reach can be as high as possible based on the brand’s social media strategy. To make this more simplified, listed below is a table of what could be identified across Chewy's social media accounts!
| Date | TikTok | YouTube | ||
|---|---|---|---|---|
| Nov 29 | Chewtorial: cat life hacks | |||
| Dec 2 | Rescue horse video | |||
| Dec 3 | Therapy dogs in school district | |||
| Dec 16 | Stop barking chewtorial | |||
| Dec 20 | Cat proofing Christmas ad | |||
| Dec 23 | 2024 recap | |||
| Dec 30 | Info about ear mites | |||
| Jan 16 | Stop paw licking tutorial | |||
| Feb 25 | Same as TikTok | Video of dog and owner for Chewy ad | ||
| Feb 26 | Viral trend with adult dogs in the head office | |||
| Feb 27 | Viral trend with the office puppies | |||
| Feb 28 | Product promotion for subscription box through comedic post | |||
| March 1 | Cat name suggestions list | |||
| March 3 | Same as TikTok | Comedic post with sock puppet for phone recorded ad | ||
| March 3 | Ad: Same as TikTok | Reposted content for pet food restocks | ||
| March 4 | Daylight savings post | Comedic photoshop of dog wearing a suit at the Oscars | ||
| March 7 | Ad- same as Instagram | Ad for Chewy Flea and tick protection | ||
| March 7 | Huskies wearing costumes | |||
| March 8 | Pet stain removal tips | International Women’s Day showcase | ||
| March 9 | Comedic repost about daylight savings | |||
| March 10 | Daylight savings post | Cat in Chewy subscription box packaging | ||
| March 11 | Same ad as Instagram | Dog eating food | ||
| March 12 | Same as TikTok | Same as TikTok | Video of cats in care at Chewy Vet | Cat advertisement (pet training) |
| March 12 | Phone recorded ad for Chewy with husky and owner | |||
| March 13 | Same as TikTok | Employees bringing dogs to work | Stop your dog from barking tutorial | |
| March 14 | Partnership with veterinarian |
https://www.tiktok.com/@chewy?lang=en
