In this South Lanarkshire‑based presentation, the speaker explains how sharing personal, pet‑related stories can dramatically increase Facebook engagement. Using the niche furniture maker Three Fat Cats—a brand that creates affordable, scratch‑proof cat furniture—as a case study, the speaker highlights a specific post about one of the company’s cats visiting the vet for an eye infection, which generated over 80% more engagement than typical posts. The success is attributed to relatable, light‑hearted storytelling told in a first‑person, tongue‑in‑cheek voice that resonates with cat‑loving audiences. The speaker recommends extending this approach by inviting followers to share their own pet stories, thereby creating a cycle of user‑generated content. Practical guidance is provided on locating such examples in the Maybe platform’s Content Calendar and accessing real‑time support via the blue help button. The overall message is that businesses should reveal the “human side” behind their brand—whether through pets, staff, or personal anecdotes—to connect with customers’ passions and boost social media interaction.
Chapters
Today we're in South Lanarkshire and we're going to look at how appealing to your audience's human side can increase engagement on Facebook. Let me introduce you to the Three Fat Cats. They are an affordable scratch proof furniture maker for cat lovers everywhere. And the team at three Fat Cats are really strong on social media. They're great at appealing to their audiences mainly because they are their audience. They're huge cat lovers and their passion for cats and all things about making their life better and enhancing the life of their owners shines through in all of their posts. But what I want to the cat is this post in particular. So this post in particular is a little different because it's them sharing that one of their cats had a little trip to the vet because of an eye infection. This saw a huge increase in engagement by over 80% in comparison to other posts. Now, this was through comments and discussion, through the post directly as it appealed to the cat lover side of their audience and connected with them on a much deeper level. Let's take a little look. What do they actually do here? Any animal lover understands what it's like when their pet is ill. And as such, most businesses find that when they share their animals on social media, whether they're a personal trainer or own a hair salon, they tend to generate a lot more engagement and that's because people really connect with them. So what three Fat Cats has done here is by sharing what is going on with their own cat and connected, they've connected on the love for cats level. But also on the vet trip, which many of their customers would have to do regularly, they can really relate to it. So it's relatable content. They've also kept it light. So even though it was a trip to the vet, it was for something small. And they've kept it light by speaking in the first person as if the cat has actually written the copy, which again is a bit of fun and it's a little, a bit tongue in cheek which, which speaks to their audience. But another way to elevate this could be asking followers for their own pet stories and then using this content further down the line to connect even more with their audience. So how can you do this? Well, share what's going on for you at the time, something that any business can relate to. So whether it's family or staff members or cats or dogs or a new product that you're creating, all businesses should be able to show the real life behind the curtain. And if you have a look at the comments here, People all want to get involved. So how can you succeed? Like three fat cats on social media, for me, it's just about knowing what makes your customers tick and then connecting their passion with yours. Exactly like the three fat cats have done. So connecting with their human side, whether it is through animals or not, but it's connecting with them through similar passions. So if you want to take a look at what the three fat cats have been doing and maybe get some inspiration, all you have to do is go to Content Calendar in your maybe dashboard. And here you'll be in the top. You'll be able to see your own dashboard, which is all of your content from the previous week. But you can also do this and you can add in three fat cats. Then when it comes up, you click on it and this is what you'll see. So this is all of their posts from the last week and it shows you whether they've been on Facebook or Instagram or Twitter. If you've got any questions at all, then simply hop into your little blue button here on your maybe dashboard and it connects you with all of us on a 247 basis. And we absolutely love to help you with all things social. La.
