TikTok helps Seattle pets find homes
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Seattle Humane is going all in on over-the-top TikToks — and it's working.
Why it matters: The Bellevue-based shelter says silly, sentimental clips are pulling in new audiences and helping pets find forever homes faster.
What they're saying: We've seen firsthand how shelters like Seattle Humane are using TikTok to tell stories, reach new audiences, and find homes for pets, Ara Yoo, global head of social impact at TikTok, tells Axios.
- "It's incredibly moving to witness the real-world impact."
By the numbers: TikTok shared data with Axios showing just how far these videos are reaching:
- Rylee the dog: more than 3.7 million views
- Edward the biscuit-making cat: 1.5 million views
- Korsa the mastiff: 1.1 million views
Behind the scenes: Since joining TikTok in 2021, Seattle Humane has gone viral several times by leaning into emotion, humor and storytelling, says Brandon Macz, the shelter's social media director.
- "We had to get a little goofy and unhinged," Macz tells Axios. "It's not always easy for nonprofits to do well online."
Case in point: One of the shelter's most-viewed videos featured a senior Chihuahua mix who arrived at the shelter after eight years in the same home.
- The team showcased the pet's fear and vulnerability, pairing it with emotional music, per Macz.
- "People really felt for that dog," Macz says. "We got national press, and a couple days later they were adopted."
What's next: Expect more dogs with backstories, more chaotic voiceovers, and probably a few more cats that bake.