We (Jacksonville Humane Society, Jax FL) are currently gathering this data at our shelter when it comes to long-stay pets. We have found that one of the greatest factors of adoption is customer service. Most of our adopters "just stopped by". When our staff and volunteers make people feel welcome and answer questions about pets, it really makes the family feel more secure in their decision.
In terms of marketing, we have the most success with Facebook and Instagram. I wish we had more funds for boosted posts for specific harder-to-place pets. Additionally, our website gets a ton of traffic so we do our best to keep photos current and cute with great memos.
I haven't found videos to be very successful unless they are edited well and we've got money to boost the post. I know that video is supposed to be the "king of content" but unless it's a great video, it doesn't do well for us.
We do a lot of fun promotions and free adoptions throughout the year. It brings in foot traffic and results in many adoptions.
I'd love to know what works for others! :)
#MarketingandSocialMedia