New research reveals how Instagram and Facebook are transforming caracal conservation efforts through viral cat appeal.
Why it matters: Conservation efforts often struggle to engage public interest and support. This study demonstrates how social media’s obsession with cats can be leveraged to protect threatened species and advance scientific research.
- The caracal, a wild cat native to Africa, faces threats from farmers and urbanization.
Key finding: The Urban Caracal Project (UCP) doubled global search interest in caracals since 2014, outpacing similar species like servals.
“Using an aesthetic species such as the caracal is an effective way to capture public attention to communicate the importance of conserving urban wildlife.”
Drs Gabriella Leighton and Laurel Serieys, University of Cape Town
The process:
- Researchers analyzed Google Trends data from 2004-present
- Evaluated Facebook and Instagram engagement metrics
- Tracked public reporting of caracal sightings and deaths
Keep in mind: The success relies heavily on the caracal’s aesthetic appeal and similarity to domestic cats, which may not work for less “charismatic” endangered species.
Real-world impact: The social media strategy has created a citizen science network that:
- Helps collect valuable data on caracal populations
- Enables researchers to study otherwise inaccessible areas
- Raises awareness about urban wildlife conservation challenges
TL;DR
- Social media’s cat obsession can be harnessed for wildlife conservation efforts.
- Public engagement through platforms like Instagram helps scientists gather crucial data and track threatened species.
- The caracal’s success story provides a model for protecting other urban wildlife species using digital engagement.
Dive Deeper
Read the Paper: Wild cats on the Internet: the role of social media in popularising caracals in South Africa
News Release: Power of aesthetic species on social media boosts wildlife conservation efforts, say experts