The research focuses on the caracal, a wild cat native to Africa known for its unique tufted ears. It illustrates how social media can rally support for this species, which is sometimes targeted by farmers who view them as pests.

The study found that the caracal’s resemblance to domestic cats has attracted thousands of followers to social media accounts dedicated to caracal conservation. Researchers attribute this online interest to the viral nature of cat images, videos, and memes.

They emphasize that ‘charismatic’ species like the caracal can serve as ‘flagship species,’ helping to convey the goals of scientific research in rapidly urbanizing environments.

Drs. Gabriella Leighton and Laurel Serieys from the University of Cape Town state, “Utilizing an appealing species like the caracal effectively captures public attention and emphasizes the need to conserve urban wildlife.”

They also note, “This study underscores the potential for smaller carnivores to act as flagship conservation species in areas experiencing quick urban development.”

“Our findings enhance the understanding of how the public can engage with science. This indicates that attractive species can aid in conservation efforts and increase awareness about biodiversity in cities.”

“This research illustrates how public interest in urban ecology and the global craze for ‘cats on the internet’ can be leveraged to promote conservation initiatives.”

Effective public engagement is essential for achieving conservation targets, especially in areas rich in biodiversity. Many species endemic to these regions are endangered, and these vulnerable areas are growing increasingly urbanized and under-researched.

Cape Town, known for its rich biodiversity, is home to the caracal, which is often regarded as a nuisance by livestock farmers in other parts of South Africa.

Launched in December 2014, the Urban Caracal Project (UCP) aimed to study caracal ecology and utilized social media to influence public attitudes and awareness regarding caracal conservation in urban settings. The project is managed by a research team from the Institute for Communities and Wildlife in Africa at the University of Cape Town.

The UCP shares its findings through various channels, primarily relying on social media for engagement.

To evaluate the global interest in caracals since 2004, researchers analyzed Google Trends data and compared it with interest in a similar wildcat from Africa—the serval.

Additionally, they reviewed recent data from Facebook and Instagram to assess UCP’s online content and measured public engagement through reported caracal sightings, rescues, and instances of deceased wildcats.

The results indicated that interest in the term ‘caracal’ has doubled since the launch of UCP, reflecting a 91% increase compared to the 76% rise in interest for ‘servals’ during the same time frame. The authors believe this illustrates that the project has effectively increased global awareness of the caracal species.

Other notable results show that the project boasts over 16,800 Facebook followers and more than 7,300 on Instagram, giving it ‘micro-influencer’ status. While most followers are from South Africa, there is also a significant audience from the UK, India, and the US.

The UCP has garnered attention and interactions from accounts associated with the popular ‘Big Floppa’ meme, which features an overweight caracal from a cattery in Kyiv, Ukraine. This trend connects back to the internet’s enthusiasm for cat content.

Additionally, reported caracal deaths shared through social media—often via platforms like WhatsApp—enable researchers to conduct post-mortem examinations, allowing them to identify threats to the caracal population and analyze patterns related to roadkill.

Analysis of tissue samples has shown that these cats are exposed to pollutants and pesticides, including rat poison. Some samples have even been obtained from hard-to-reach locations thanks to the help of citizens.

Sightings and comments on Facebook provide conservationists with critical insights into how caracals react to human presence. Most encounters take place on roads or paths, with caracals displaying calm behavior before moving away.

Facebook comments often describe the cats as ‘beautiful,’ while posts expressing sadness typically relate to a death or population threat. This evidence illustrates how social media engagement has fostered a greater concern for caracal welfare, according to the study’s authors.