Social media is a great tool to help find homes for adoptable kittens and cats, because it allows followers to connect with your fosters and become emotionally invested. I've had my foster social media accounts for about 3 years now, and these are some things I've noticed that have worked for me when trying to find a home for my fosters. (Mind you, I know many rescues are at the mercy of your fosters in getting content, but hopefully some are willing to work with you.)
1. We love great photos, but what's even more powerful? Videos of them being cuddly. While we love the adopters who choose outwardly shy kitties, most people who adopt a cat want them to be super friendly, so it's important to show them and not just tell them this is the case.
2. Videos of them playing/cuddling with another animal, particularly another cat. The vast majority of adopters who have another cat at home want to get a 2nd to be "friends" with their first. If the kitty is good with other cats, again, it's important to show that when possible.
3. Be careful with descriptions and names. Adopters really read into them. Some people don't like changing their name, so they won't even adopt a cat whose name they don't like. They assume the names are chosen based on their personalities or are known to the cats rather than chosen randomly from a list a week ago (which, as we know, is often the case!) I once described a kitten as "spunky," and adopter after adopter said to me, they didn't want a "sassy" kitten. (Spoiler alert: all kittens are sassy!) She was the last to get adopted and that's the last time I ever used that word.
For shyer kitties, don't call them "shy" or "unsocial" or god forbid "feral", etc., if they're only like that for the first few days in foster. Most kitties take a few days to warm up in a home, but calling them shy straight out of the gate makes the adopter think they'll hide away forever. Before the meet and greet, tell the adopter how long it took them to be comfortable with the foster and assure them it'll be a similar or even shorter timeline in their home. Mention that they might be nervous when they come to meet them and give them tips on how best to interact with a nervous cat. Explain that this is normal behavior for cats.
One thing I see a lot is well-intended fosters/rescuers saying "Felix doesn't like to be picked up." Well, of course not. Most cats (and even kittens) don't! Most dogs don't! This shouldn't be seen as a socialization or friendliness thing but as normal behavior. The only time I mention anything about a cat being picked up, is if they do happen to like it. And then it's a bonus or quirk.
And finally, don't call a kitty with a difference (for lack of a better word), "special needs". Unless the cat truly requires special accommodations in the home, a one-eyed or deaf cat or even a CH cat is not "special needs". These are all great conversations for the fosters or adoption coordinators to have during or right before the meet and greet.
4. Tell their story, especially their backstory. Many people have said to me "you make it seem like I truly get to know your cats as individuals". People fall in love with stories, especially those of underdogs. There are a ton of cats available for adoption. What makes this kitty any different? Where did they come from? Were they found as a stray, owner surrender? Did they come from Texas, Colorado, etc.? Have they been treated for anything? What do we think happened to their eye or their leg? How long have they been waiting for a home?
I know sometimes the original rescue doesn't provide much info, but adopters will take every detail they can get. They're bringing a new family member home, and it's important to make them feel like they know them. If you listen to people who have adopted, they often want to tell the pet's backstory and how they met, because it's important to us as humans. I would recommend sharing the cat's backstory with fosters, so they can share too. Most fosters have social media and are likely sharing their fosters with their networks. (Note: these stories are also very important for fundraising!)
5. Focus on the positive. It's human nature to focus on the "negative", but when featuring a pet, be sure the first few sentences or paragraph are all the amazing things about the cat. For example, Betty the Cat. Instead of starting with "she's shy and startled easily." Maybe say "Betty is a stunning long-haired black panther who is waiting for the right family/person to give her alllllll the pets along her gorgeous fur. She's very gentle and sweet and would do great with cat-experienced kiddos. She also loves to play with her stuffed pickle toy and lounge in any open sun ray. She may do best in a quieter home without dogs (is she good with cats though?? if so, be sure to mention this), since she can be a little nervous in new environments at first. You may notice her ear is tipped, and that's because she was found as a stray, but luckily her finders realized she's too friendly and sweet to live outside and deserves an amazing indoor forever home."
6. Do more than one post on each cat. If the kitty doesn't get adopted in the first post, feature a video or new photo in a few days or a week. Make sure the second post doesn't have a graphic overlay, which can feel "salesy" on social media and will likely get dinged in the algorithm.
7. When you do post a photo, be sure it is clear and the kitty is looking at the camera (or as close to it as possible). You don't need a fancy camera. Any newer phone camera works great for kitty photos. To get a cat to look at you, use toys that make noise and they've never seen before to get the kitty's attention and then move the toy over the camera. If you need more tips on taking photos of cats, check out this book>>>
8. As a rescue, consider a "no mom left behind" policy. This means if a family adopts a mom and kitten together, the mom's adoption fee is waived or reduced. Since everyone wants a kitten, and shelters very quickly start to fill with retired mom cats, this is a great way to get adults adopted faster, and frankly, it's good PR! People LOVE the idea of families staying together. It's very heart-warming! (Of course, this is only for moms that still want to be with their babies. There are some that just want to be done with motherhood, and that's okay.)
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