Animal Adoption: Does Social Media Make It Easier?

By Emma Saighani-Mirbaz, Annual Public Relations Intern l Digital4Good

Recent statistics on animal adoption rates show that 74% of homeless animals get adopted each year. In 2023, 6.5 million cats and dogs became rescues or entered shelters, while 4.8 million were adopted. 

Sadly, that means 26% were left behind. Many adopters gravitate toward puppies and kittens because of the cuteness factor and the perception that younger pets have at least another decade ahead of them. The remaining animals — mostly senior and adult dogs with special needs — are often put down to make space for newer rescues. 

Countless organizations and individuals advocate for humane treatment of rescue animals and strive to find new homes for them. However, the ultimate decision of whether a rescue finds a forever home lies with the adopters. 

Let’s take a look at how social media can impact these outcomes.

The “Paw-sitive” Side

Social media platforms like Facebook, Instagram, and Twitter play a huge role in helping animals find new homes. A survey conducted by The American Society for the Prevention of Cruelty to Animals (ASPCA) revealed that media platforms have increased animal adoption rates by 66%.

Additionally, general awareness about the ASPCA has also increased by a whopping 86%, which allows a greater audience to be cognizant of the need for adopters. 

How Social Media Spreads Awareness

1. Campaigns: Each year, the ASPCA sponsors “Adopt a Shelter Dog Month,” where more than five hundred shelters across the nation use their social media platforms to promote dog adoption throughout the month of October.
2. Profiles: Shelters can set up online profiles for each animal in need of a new home. These profiles allow countless cats and dogs to be discovered by potential adopters browsing the Internet. Even if a user isn’t able to adopt, sharing an animal’s profile with friends and followers can go a long way.
3. Adoption Stories: Making a post about the joy your new furry friend has brought to your life can inspire others to consider adoption as well.

Social media is a great tool for spreading positivity and sharing inspiring stories. However, social media isn’t always filled with warm fuzzies. There are times when posting can inadvertently cause more harm than good for the animals.

Barking up the Wrong Tree

If you follow any animal adoption pages on social media, you’ve most likely seen at least one emotionally charged post announcing in all caps that a dog has only one day left to live before he is put down. These posts are usually created by well-meaning supporters who want to evoke a sense of urgency and spur viewers to rush to their nearest shelter.

Unfortunately, these posts often have the opposite effect: shelters receiving a flood of complaints from angry social media users. The immense pressure of fielding these calls and messages creates stress for shelter and rescue staff and takes time away from finding interested adopters. 

Additionally, shelters that post about animals in need of homes receive countless comments from users who complain about adoption fees or those who express interest but live across the country. The more comments there are on a post, the more time shelters spend reaching out to people who either aren’t serious about adopting or are too far away to adopt. 

How To Help

If you’re an animal lover (which you probably are if you clicked on this article!), there are multiple ways to get involved with shelters that are both effective and beneficial to the animals. 

Volunteer

Visit your local shelter’s website to see where volunteer support is needed. Some shelters will have remote positions (e.g. marketing, administrative tasks) in addition to on-site options that allow you to work directly with the animals.

Give

Donations cover the costs of veterinary bills, allowing animals to receive essential care (such as vaccinations) as well as treatment for special medical needs. Take advantage of Facebook’s birthday fundraisers to rally support for your local shelter!

Foster

Not ready to commit to adoption? Fostering not only ensures that an animal has a comfortable place to live before finding their forever home, but also creates more space in shelters for newer rescues. 

Share

Know any family or friends in your area who are interested in adoption? Share your local shelter’s page with them! 

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