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How Bark Avenue Redefines Pet Business Branding with 10 Social Media Best Practices

Starting from a simple thought that "dogs don't have to be cute, they can be elegant and beautiful," Ila Leger, the owner of Bark Avenue, has transformed her business into a brand that sets new standards in the pet care industry.

In this case study, we delve into how Bark Avenue uses short-formatted videos to build a social media presence that has propelled their success and redefined the way pet care businesses approach branding.

The ultimate equation: A lens + sound + narrative + trends = 🔥

  • Lens: The foundation approach that provides an overall context of your story
  • Sound: Associate your brand image with a selection of music
  • Narrative: Establish a consistent and identifiable narrative for your story
  • Trends: Execute your content through trends or repeatable formats
Bark Avenue
A 20-member all-female grooming team




Ila and the Bark Avenue Team's 10 Social Media Best Practices 

1. Start with a Hook

In today's fast-paced digital world, users have shorter attention spans and are constantly scrolling through their feeds. Therefore, the success of a social media post depends on our ability to grab the viewer's attention within the first few seconds. By starting with a compelling hook, the users are more likely to stay engaged for the full video.

Here are some common hooks that can be used to grab attention in short videos on social media:

  • Ask a Question: Pose a captivating question that sparks curiosity
  • Shocking/Surprising Statement: Share a jaw-dropping fact to grab attention
  • Teaser: Give a glimpse of something exciting that you'll reveal later
  • Flashy Visuals: Start with a visually captivating scene or image

bark avenue instagram


2. Always Sound On

By incorporating sound, we tap into a multi-sensory engagement that captivates audiences more effectively. Crucial elements such as music, dialogue, or ambient sounds contribute to narrative depth, making the video more immersive and memorable.

Here are a few examples of how sound can be leveraged effectively on social media:

  • Background music
  • Voiceover narration
  • Sound effects
  • Interactive sounds
  • Trendy music/sounds

bark avenue instagram


3. Leverage the Power of Nostalgia 

Nostalgia has a unique ability to transport people back in time, evoking feelings of comfort, happiness, and familiarity. By incorporating nostalgic elements, such as references to popular culture, trends, or iconic moments from the past, short videos can resonate with a wide audience who can relate to those shared experiences.

For example, in the following post, Ila shared a heartwarming moment from two years ago when she signed the papers for her first building with her dog Butters by her side. Fast forward to today's date, and Ila proudly announced that she and her dog Rooney have now signed the papers for their second project.

bark avenue instagram


4. Everyone Loves a Good Laugh

When people come across content that makes them laugh, they are more likely to share it with others.

Humor can create a positive association between the video and the business behind it, fostering a sense of likability and relatability. It helps to humanize the business and establish a personal connection with viewers.

bark avenue instagram


5. Get Your Whole Team Involved

In addition to team bonding, featuring your team members on social media gives pet parents a chance to see the faces and personalities behind the service. As they get a sense of the diverse and talented individuals who make up the team, it humanizes the brand, making it more relatable and approachable. It also fosters a sense of community and collaboration. It makes pet parents feel like they are part of something bigger than just a transaction.

bark avenue instagram


6. Ride the Latest Trends

When people see a video related to a popular trend, they are more likely to engage with it, comment, and share it with others. This can significantly boost the reach and visibility of the content.

By actively tapping into the latest trends, you can leverage the existing hype and interest surrounding the viral content, making your content more appealing to viewers. 

bark avenue instagram


7. Everyday is a Holiday

Festive content taps into the collective excitement and enthusiasm that surrounds holidays and celebrations. There are three types of holidays we can tap into:

  1. Traditional holidays including Halloween, Thanksgiving, and Christmas
  2. Pet-relate hodlidays including National Puppy Day, Cat Lover Month, and Love Your Pet Day
  3. Other social media holidays including World Emoji Day, World Photo Day, and International Kissing Day

*We're currently making strides in developing a social media calendar that includes all holidays. Join our MoeGo Community on Facebook or subscribe to our newsletter to be the first to receive updates!

bark avenue instagram


8. A Peek into the Behind the Scenes

Like Ila said, "We give before & after pictures to every client." Showing the behind-the-scenes provides a unique perspective that pet parents don't often get to see. It allows them to witness the care, precision, and expertise that goes into every service. By sharing these moments, you can build trust and establish authenticity with their audience. It also adds an element of excitement and anticipation for potential customers. They get a sneak peek into what to expect and the care their furry friends would receive.

bark avenue instagram


9. Ah the Feeling-Good Moments!

Showcasing feel-good moments proves to be an invaluable strategy for fostering a positive brand image and connecting with the audience on a personal level.

A prime example of this approach is when Ila had pet parents ask the Bark Avenue team to partake in their gender reveal celebration. By dyeing their dog's tail to signify the gender of their impending baby, this not only provided a unique and memorable service but also created content that resonated emotionally with her audience.

bark avenue instagram


9. Keep it Short and Sweet

Creating short videos doesn't necessarily require big budgets - there are plenty of easy-to-use editing tools that you can try!

bark avenue instagram


Questions? Contact your MoeGo Customer Success Representative via email or phone, or leave us a message at We’re always here to help.


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