Facebook in January prioritized user posts over brand and publisher content, leading to increased competition for ad inventory in the feed and causing CPMs to shoot up 122 percent year over year, according to AdStage data reported by Recode. Bark, the company behind BarkBox, is still using pet influencers with organic posts on social media. But it sees traditional media, especially TV, as a better deal than Facebook and a way to expose the company to a wider audience.
First, they don’t see themselves as just another subscription box service. They see themselves as a modern concierge service that combines the best of convenience, control, and value. They offer a lot of ways to customize your box including choices for grain-free gourmet treats, options for toys-only or treats-only boxes, the ability to choose toys tailored to your dog’s chewing style, and offer a multi-dog option for larger households.
“Pollie loves to run around our farm showing off her new barkbox treats to her sheep friends. We always get her an extra toy as she is a heavy chewer and toys are ripped in minutes. Thankfully, Barkbox sometimes offers toys with no filling and most of them are squeaky toys which Pollie adores. They even offer to exchange a product if Pollie doesn’t like it.”
The study also polled dog people about taking photos of their pup, and found that 20 percent of the pictures they take on their phone are of their dog – more than trips or vacations (15%), themselves (11%) or food (6%). In fact, more than two in five (42%) dog people have made a photo of their dog the feature photo on their phone or computer desktop.