Popular but Harmful – How Funny Pet Videos on Social Media Conceal Animal Suffering

Every day, thousands of humorous animal videos are uploaded on social media platforms. In this study, 162 pet videos intended to be funny from various social media platforms were analyzed for content related to poor animal welfare. The videos were analyzed regarding risk of injury for the animals, suspected pain, agony breeding characteristics and animal behavior indicating stress. The success of each video was assessed based on views, likes and shares. Stress reactions of the animals were observed in 82% of all videos, while risks of injury were found in 52% of the videos. Pain was assumed in 30% of cases, and 32% of the videos showed pets displaying agony breeding characteristics, such as brachycephaly. A total of 93.8% of all videos achieved the benchmark "views:account follower (exposure)" value of 0.14, classifying them as successful videos. This study showed that successful animal videos on social media are often related to poor animal welfare. The study emphasizes the importance of raising awareness among social media users about animal welfare issues and can be the starting point for necessary educational work.