Giveaways have been a go to tactic for pet brands for years. They’re fun, fast, and at least on paper effective. But in 2025, the rules of engagement have shifted. We’re seeing fewer results from traditional prize draws and more fatigue from audiences who have grown wise to the 'like, tag, share' formula. So, are giveaways dead? Not quite. But it might be time for pet brands to rethink how they’re using them.
The Problem With the Traditional Giveaway Model
Let’s be honest: the old school giveaway format doesn’t cut through anymore. Pet owners have seen it all before and when your post looks like every other “win this bundle” post, it’s hard to stand out. Add to that the fact that many giveaways attract people who are just in it for the free stuff, not your brand or product.
You might get a spike in followers, but they often disappear once the winner’s announced. Worse still, it can hurt your engagement rate as unengaged entrants dilute your real audience.
The Shift: From Freebies to Value
What today’s pet audience wants isn’t just free, it’s useful, relevant, and meaningful. We’re seeing brands have far more success when their giveaway is part of a larger campaign or tied to storytelling.
Instead of giving away a generic bundle, try offering something that:
Aligns with your values and product purpose
Helps your audience in a genuine way (e.g. “win a year of joint support for your senior dog”)
Feels exclusive or experience-based (e.g. a 1-on-1 session with your head trainer)
It’s not about getting more entries. It’s about attracting the right entries.
3 Smart Giveaway Strategies for 2025
1. The Purpose-Driven Giveaway
Tie your giveaway to a message. Launching a new dental chew? Make the giveaway part of an educational campaign around pet dental health. That way, the prize reinforces your product’s purpose.
2. The Loyalty Loop
Only allow entry through your email list or via a recent purchase. This rewards existing customers and makes your giveaway feel more valuable to loyal followers.
3. The Collaborative Approach
Partner with another pet brand, rescue, or influencer to co-host a giveaway that brings new eyes to your brand and adds social credibility.
So... Are Giveaways Dead?
Not at all. But the lazy giveaway? That’s on its last legs.
As pet marketing experts, we always come back to this: does your campaign provide value? Does it reflect your brand's purpose? Does it attract the right people?
If the answer’s no, it’s time to rethink.
And if you’re not sure where to start, that’s where we come in. At Social Pack, we build campaigns that connect, not just convert.
Ready to run a smarter giveaway? Let’s talk: hello@socialpack.co.uk
