I’ve never been slow when it comes to buying shiny things online through social media. Most of my purchases have turned out just fine, and for those that didn’t, I either chalked it up to experience or got my money back via PayPal!
But this week, I had a realisation: the tried-and-tested marketing strategies still work brilliantly on social media. You don’t have to go “full American” with dramatic countdowns, flashing discounts, or the desperate “BUY NOW OR YOUR LIFE WILL END” tactics. There’s a much smarter way to do it.
After getting sucked into Instagram during the US elections (and nearly combusting with frustration), I put myself on a strict diet of only cute animal feeds to keep my sanity intact. One of those is The Big Cat Sanctuary in Ashford, Kent. They’ve been documenting the incredible journey of rescuing five lions from Ukraine and bringing them to their new home. I’ve watched every update, including the moment Yuna, a lioness, felt grass beneath her paws for the first time in her life. It was incredible.
But what struck me most wasn’t just the rescue itself—it was how the sanctuary told the story. They posted consistently, with meaningful updates about their core mission. They introduced the animals as individuals with unique journeys, making me genuinely invested in their welfare. And while they always included a call to action (“please support us”), it was never desperate, never over-the-top. No guilt trips, no hard sells—just great storytelling.
At first, I thought they might have missed a trick. But then, they announced their open days. The sanctuary isn’t open to the public every day or even every weekend—you have to book tickets for the few days a year they are open. Naturally, I went straight to their website and bought some. And then came the masterstroke: once I was on their site, they hit me with the option of a Big Cat Encounter—a premium experience where you get to visit special areas of the sanctuary and hand-feed the lions. Yes, it came with a hefty price tag. No, I didn’t hesitate.
A powerful mission, a limited opportunity (which I can never resist), and a once-in-a-lifetime experience—all coming together in the perfect storm of me spending far more on a single day out than I would have ever donated outright.
So, yes, social media can absolutely be a moneymaker for genuine businesses. But it’s a long game. Forget the “wham, scam, thank you ma’am” marketing gimmicks. Tell a story, build relationships, and let your audience come to you—because when they do, they’ll be all in.
