In the early 1990s, when I first ventured into the world of dogs, one piece of advice echoed repeatedly: “Never break a major.” While there are valid reasons why holding a major might be challenging, the underlying message of considering fellow exhibitors stuck with me.
Fast forward thirty-some years, and I find myself with a new litter of four Pekingese girls—a major in any part of the US. When asked about their availability, I joke, “I was told, never break a major!” My humor, though lighthearted, highlights a serious issue: the dwindling popularity of the Pekingese breed. The Pekingese Club of America (PCA) is on a mission to change that, aiming to shift from “low” to “grow!”
While some Toy breeds have seen a rise in AKC registrations in 2023, Pekingese ranked 91st out of 201 breeds. Other Toy breeds are wonderful, but there’s something uniquely magnificent—and delightfully comical—about living with a Pekingese. Or three. And more people deserve to experience this joy!
After the first Pekingese was registered in 1906, Pekingese enjoyed a surge in popularity, especially during the post-WWII era. However, over the past 20 years, their numbers have significantly declined, even as demand for dogs under 25 pounds has soared. In a time of perilously low entries (remember, four bitches make a three-point major), the PCA is committed to bringing Pekingese to a wider audience.
We took our first step in 2016 by launching our Facebook account, followed by Instagram in 2021, and YouTube and TikTok in 2022. We share club news, updates from our regional clubs, relevant AKC announcements, and, of course, the “good stuff”—original content from our members. While Facebook and Instagram are our primary platforms, we’ve also claimed our social media handle on YouTube and TikTok as ThePekeClub. We’ve discovered that our followers love being featured in our posts, so we’ve begun including their candid shots as a thank-you for their support. This engagement is designed to drive interest and questions about Pekingese to our information-rich website and, ultimately, to our most valuable resource: our members.
Facebook gives the PCA the potential to reach over 3 billion monthly active users. While our Facebook page has just under 2.9K followers, our Instagram boasts 1.2K—these are people who genuinely want to hear from the PCA!
Our most popular posts aren’t just about glamorous Pekingese; they’re about Pekingese in action: running Fast CAT, competing in Rally, learning to gait as puppies, and just being their adorable selves at home (sometimes in fabulous costumes!). Have you ever seen a Pekingese run 100 yards in 11.6 seconds? Our followers have! In the Toy Group, could you pick a more unlikely athlete?
We also support our regional clubs by promoting their events, which helps pet owners connect with them. By engaging local Pekingese owners and potential fanciers, we hope to grow our breed’s community.
Our audience loves getting a peek behind the scenes—whether it’s a glimpse of show dogs lounging on the couch, playing with housemates, or just enjoying a lazy day in the garden. These are the same dogs that are groomed to perfection and gaited in the show ring, and our followers appreciate seeing both sides.
Not every Toy breed parent club has a social media presence, but I would strongly encourage them to develop one. It’s not optional anymore. You’ll need a team: at PCA, we have one dedicated member who handles posting, another who monitors the account at least twice a day to answer queries or forward them to the appropriate club member, and to remove spam on Facebook. We also have two members on standby. Our membership is the heart of our social media, providing the majority of our content.
Consistency in posting leads to higher engagement, and that requires a steady stream of content—a constant challenge. Soliciting original material is an ongoing task. It’s also crucial to have a Social Media Guidelines document to ensure a consistent look and quality for your posts. Images need to be clear, high-resolution, and showcase content that’s fit for the world to see. This is the time to put your best (smoosh) face forward! (Shout-out to the Japanese Chin Club of America for their Grooming Facebook Lives! Well done!)
FOLLOW US ON:
https://www.facebook.com/PekingeseClubOfAmerica/
https://www.instagram.com/thepekeclub/
https://www.youtube.com/@thepekeclub
@thepekeclub
