Managing social media for 275 locations might sound like a daunting task, but for Dogtopia, it’s a chance to connect with dog lovers everywhere. Toni Teplitsky, Senior Director of Marketing, reveals how her team keeps content fresh, local, and heartfelt—while staying true to their playful brand. From leveraging AI to embracing the power of real, raw storytelling, Toni shares what it takes to stand out in a world full of adorable dog content.

Full Episode Details

Dogtopia’s social media isn’t just about cute dog photos (though there are plenty of those). With 275 locations across North America, Toni and her team have mastered the art of balancing efficiency with heartfelt storytelling.

At the core of their success is authenticity. Whether it’s showcasing dogs having the time of their lives with “canine coaches,” celebrating local flair with events like Halloween parades, or capturing raw, unfiltered moments of joy, Dogtopia’s content feels personal and genuine. It’s not about polished perfection—it’s about showing the real, messy, lovable lives of dogs and their humans.

Recycling content is another key ingredient in their strategy. Instead of constantly churning out new material, Toni’s team leans on high-performing posts from the past, giving them new life and introducing them to fresh audiences. As Toni explains, not every follower sees every post, so why not highlight what already works? This approach keeps their message consistent and their content machine running smoothly.

With a clever mix of repurposed content, local insights, and emotional storytelling, Dogtopia proves that standing out in the crowded world of dog content doesn’t mean reinventing the wheel—it just takes a little creativity and a lot of heart.

In This Episode:

2:51 - Tackling social media’s constant changes to stay relevant
4:10 - Balancing Dogtopia’s corporate brand with local franchise voices
6:12 - How AI helps Dogtopia tweak posts at scale without losing its unique brand voice
7:40 - Creating platform-specific content and why speaking to each platform’s strengths is key
8:54 - Feeding the content machine: why UGC and raw, authentic content are outperforming polished professional shoots
11:19 - Ensuring Dogtopia’s content breaks through in a sea of dog-focused content online
12:35 - Recycling content: why repetition strengthens your message
14:32 - Making life easier for franchisees: how Dogtopia creates ready-to-use campaign toolkits
16:01 - Messaging that connects with pet parents at every stage, from first-time dog owners to seasoned pros
17:51 - How younger generations are reshaping trends in pet care
20:43 - Smart content strategies for evolving platforms—why “think smarter, not harder” is key
22:40 - The platforms Toni sees the most growth potential in
23:58 - How Dogtopia’s foundation supports veterans, students, and adults with autism through the power of dogs
28:23 - Toni’s advice for aspiring social pros

Resources

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