Content Opportunities for the Cat Owner Audience on TikTok in Q1 2023

Purpose of This Research

• Identify white space content opportunities
• Identify replicable production elements (formats, editing techniques, etc.) that contribute to those content opportunities
• Identify content themes that are not performing well and may be avoided

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Target Audience of this Research

‍Majority of the audience members meeting the following criteria:

• ‍Interested in cats
• Located in the United Kingdom
• Between the ages of 25-40*
• Majority female*

*Could not verify for all creator accounts due to the size of their audience.

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Top TikTok content themes in the Cat space.

Top content bucket “Cat Challenge” was removed from benchmark to prevent skewing. 

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Excellent TikTok content themes in the Cat space.

Top content bucket “Cat Challenge” was removed from benchmark to prevent skewing. 

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Good TikTok content themes in the Cat space.

Top content bucket “Cat Challenge” was removed from benchmark to prevent skewing. 

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Okay TikTok content themes in the Cat space.

Top content bucket “Cat Challenge” was removed from benchmark to prevent skewing. 

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Poor TikTok content themes in the Cat space.

Top content bucket “Cat Challenge” was removed from benchmark to prevent skewing. 

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‍Cat Challenge‍

What are Cat Challenge Videos?

Entertaining videos feature cats engaging in specific activities or tasks, emphasizing their unique reactions, behaviors, or skills as they respond to challenges or prompts. Examples cat challenges the "Invisible Wall" Challenge, navigating a narrow tunnel, or playing tic-tac-toe.

Production Elements From Top Performing Posts

• ‍40-50 seconds in duration on average.
• ‍4-5 hashtags are used on top videos.
• Top videos employ sound effects, on-screen text, and techniques such as slow-motion, close-ups, and varied angles for increased entertainment value.
• Maximize Cat Challenge trends by monitoring the hashtag #catchallenge and look for ways to incorporate food, such as using treat rewards. Create 40-50 second videos using sound effects, on-screen text, and varied angles.

Examples

Views 17M | Engagements 1.1M

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Views 14M | Engagements 1.1M

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Views 7.1M | Engagements 504K

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Feline Follies

What are Feline Follies Videos?

Feline Follies videos showcase the lovable quirks and silly antics of cats, capturing their genuine moments of goofiness and charm. These videos exemplify why we adore cats so much.

Production Elements From Top Performing Posts

• ‍Short videos (0-20 seconds) typically receive the highest number of views and engagements on average.
• ‍A surveillance type camera was used to record these two viral Feline Follies (here & here), capturing the humorous or unfortunate moments of cats just being themselves.
• Share brief, genuine clips that showcase cats being their naturally quirky and playful selves, emphasizing their endearing goofiness and the nine lives they lead.

Examples

Views 2.4M | Engagements 607K

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Views 1.9M | Engagements 202K

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Views 1.8M | Engagements 115K

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‍London Adventures‍

What are London Adventure Videos?

Sigirides shares videos showcasing exciting moments from his adventures with his cat, Sigrid, as they explore London together. They can often be seen riding a bike or walking with Sigrid on a leash.

Production Elements From Top Performing Posts

• ‍The videos feature captions positioned at the bottom of the screen to assist the audience in quickly comprehending the scenarios portrayed in the footage.
• ‍The videos are filmed using a GoPro 8 action camera, with footage captured either from their POV or in selfie mode, allowing viewers to see their reactions.
• ‍Video aspect ratio of 1:1 on average.
• Explore collaboration opportunities with content creators like Sigirides and create vlogs featuring public outings with cats using an action camera.

Examples

Views 4M | Engagements 478K 

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Views 4M | Engagements 509K 

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Views 3M | Engagements 193K 

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‍Cat Owner Chronicles‍

What are Cat Owner Chronicle Videos?

Videos are relatable or humorous and often inspired by popular memes. Videos capture the comical experiences of living with cats and provide a fun way for cat owners to connect and share their relatable experiences. 

Production Elements From Top Performing Posts

• ‍10-20 seconds in duration on average.
• Incorporate common experiences into your content to make it more relatable and shareable among cat owners.
• Popular videos often use a skit format, where the creator acts out a scene or scenario and uses on-screen text to provide further explanation or context. 
• Produce short skit-style videos lasting 10-20 seconds that humorously depict the everyday experiences of being a cat parent.

Examples

Views 898K | Engagements 263K

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Views 372K | Engagements 113K

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Views 432K | Engagements 47K

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‍Cat-titude‍

What are Cat-titude Videos?

Videos personify cats through voiceover or captions that provide narration of their actions and thoughts. The narration incorporates comical commentary, reflecting each cat's distinct personality.

Production Elements From Top Performing Posts

• ‍0-30 seconds in duration on average.
• In the top videos, the captions consisted solely of three hashtags without any additional text.‍
• ‍These videos prominently feature sarcasm, highlighting the witty and charismatic characteristics that are often attributed to cats, or incorporate a playful "dad joke" element.‍
• Take advantage of TikTok's voiceover features to develop witty and sarcastic narratives that capture a cat's thoughts and behaviours while consuming their favourite treat. 

Examples

Views 599K | Engagements 48K

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Views 515K | Engagements 29K

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Views 431K | Engagements 75K

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Viral Outliers

Viral Outlier posts exceed the average view and engagement benchmark for their content theme by 3x.

Feline Follies

Surveillance footage of Tommy the cat spooked after apparently spotting a ghost in the garden.

Views 24M | Engagements 1.6M

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Feline Follies

Thank goodness for a cat's nine lives! The video showcases surveillance footage of Tommy the cat falling out of a window and trying to climb back up, followed by his owner discovering him the next morning.

Views 18M | Engagements 1.5M

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Cat Challenge

Mia and Jerrie compete in the box challenge, which involves maneuvering through a hallway filled with boxes, with each level adding an extra layer of boxes.

Views 24M | Engagements 3M

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Cat Owner Chronicles

This relatable content for cat owners depicts a person with a wet towel on their face due to severe cat allergies, yet still having their cat lying on them.

Views 2M | Engagements 201K

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Animated or Fictional Cats

The video celebrates the 15th anniversary of Cat Man Do by sharing original animation. In the animation, an animated cat attempts to wake up its owner to no avail, ultimately resorting to using a baseball bat.

Views 7M | Engagements 452K

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Educational Content

This video showcases an interview with the owner of the World's Oldest Cat, along with footage of the cat, Flossie.

Views 2M | Engagements 255K

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Educational Content

The video reveals three 'cool' facts about cats, including their sleep habits, maximum running speed, and the texture of their tongues.

Views 1M | Engagements 55K

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Fake Cat Prank

Participating in the #fakecatprank, Mia & Jerrie's owner printed out cat pictures and placed them to look real, while recording their reactions, but the cats were unphased. 

Views 2M | Engagements 113K

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London Adventures

This video provides a POV perspective of Travis and Sigrid's park adventure, including two unwanted encounters between Sigrid and dogs and Travis returning a lost headphone case to a stranger who recognized Sigrid from TikTok.

Views 10M | Engagements 752K

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London Adventures

Footage of Sigrid visiting an office and the people's reactions.

Views 7M | Engagements 843K

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London Adventures

The video compiles various clips from Travis and Sigrid's adventure day, featuring selfie footage captured on a GoPro while biking and socializing with people.

Views 4M | Engagements 827K

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Vet Visits & Tips

This video offers a point-of-view perspective of Travis and Sigrid's journey to the vet for her yearly check-up.

Views 2M | Engagements 316K

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‍Content Theme Definitions

Cat Challenge: Cats engaging in specific activities or tasks, emphasizing their unique reactions, behaviours, or skills as they respond to challenges or prompts.

Feline Follies: These videos capture cats' lovable quirks and silly antics, showcasing their genuine moments of goofiness and charm and providing viewers with a dose of humour and lightheartedness.

London Adventures: Sigirides shares videos showcasing exciting moments from his adventures with his cat, Sigrid, as they explore London together, taking viewers on a journey through the city and sharing interactions with others. 

Cat Owner Chronicles: These videos feature relatable, humorous, and meme-inspired content created and shared by cat owners, offering a sense of community and connection among feline enthusiasts.

Cat-titude: Cats personified through voiceover or captions, with witty commentary reflecting their unique personality.

Vet Visit & Tips: Video documenting an owner's visit to the vet with their cat, often sharing valuable insights and tips shared by the attending vet or vet tech.

Animated or Fictional Felines:  Videos featuring a fictional cat, often showcasing a narrative centred around the relationship between the cat and its owner.

Rescue & Adoption Tales:  Heartwarming stories of cats being rescued, fostered, or adopted can resonate with viewers and spread awareness about animal welfare.

Educational Content:  Videos provide informative insights about cats and the community, with the aim of teaching viewers something new.

Cuddles & Cuteness Overload: These videos feature cats being affectionate, snuggling, or napping, showcasing the soft and gentle side of feline companionship and providing viewers with a sense of comfort and relaxation.

Come Shop With Me: Creators invite viewers to join them on a shopping journey for cat-related products. 

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Top TikTok content themes in the Cat Food space.

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Excellent TikTok content themes in the Cat Food space.

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Poor Instagram content themes in the Cat Food space.

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Content Theme Definitions

Cat Food Facts: Videos highlight intriguing facts about cat food, including general knowledge and the dietary specifics of what cats can and cannot consume. Present fascinating facts about cat nutrition while seamlessly incorporating your cat food products' distinct nutritional advantages and scientific foundation.

Taste Test: Putting first impressions to the test by giving cats a taste of new flavours and foods. Launch a taste test challenge, encouraging cat owners to share their cats' reactions to your product's various flavours.

Come Shop With Me: Creators invite viewers to join them on a shopping journey for cat-related products. Deliver engaging vlog-style content that navigates viewers through must-have products for new cat owners or recommendations on the best cat products.

Dinnertime Diaries: Creators capture themselves assembling their cat's meal or conversing with viewers about their preferred cat food. Share relatable meal-preparation content while highlighting your brand's ease of use and benefits.

Unboxing: Creators unbox and display the items in a package of new cat essentials for their audience. Team up with cat creators or produce your own unboxing videos to depict what your product deliveries entail.

Food Love: Videos highlight cats' deep affection for food and the lengths they'll go to obtain it. Curate a captivating video series highlighting cats' playful stunts and endeavours in their quest for one of your brand's treats. 

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Sample of TikTok Accounts Included in Analysis

The creators on this list were chosen based on the demographics of the target audience and/or identified among the 500 top performing cat-themed TikTok videos shared within the last six months in the UK. 

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*Average Views + Engagements (V+E): For videos in this content category. View + Engagement data collected via direct social media platform API. 

*This Content Theme vs. Industry Average: Measured by Average Views + Engagements.