Why Social Media Isn’t a Substitute for Education

How Swipe Culture Is Hurting the Pet Care Industry

There’s a growing problem in the grooming and pet care industry, one we all see, but few are talking about openly:

Social media is shaping how the world views our profession, and not in a good way.

For those working in pet care today,  whether it's grooming, boarding, training, or veterinary care, it's become increasingly difficult to distinguish good practices from viral trends. And the consequences of that confusion are starting to show.

From unsafe restraint methods and the overuse and misuse of drying tools, to misinformed training tactics and toxic client shaming, what we’re seeing on social platforms isn’t healthy. It’s actively hurting our profession, our pets, and the next generation of caregivers.

The Misinformation Tsunami     

The professionals who turn to social media for guidance are not the problem.
They’re doing their best with what’s available. They're often isolated, under-supported, and looking for answers in the fastest way possible.

But fast does not equal correct.

The problem is that social media was never designed to be a training platform. Its primary function is visibility, not vetting. That means:

• Scissoring techniques are taught in 60-second clips with no context.

• Behavior “tips” are oversimplified and dangerous.

• Product usage is demonstrated with no understanding of safety or cross-contamination.

• And unqualified individuals hand out advice with absolute certainty.

Even worse, unsafe practices are being normalized because they look efficient on camera. This includes:

• Over-looping and tethering techniques that increase the risk of injury

• Directing high-velocity dryer nozzles too close to the skin and into the face

• Using duct tape on muzzles (yes, I saw this happening, and I was disgusted)

• Storing and using contaminated or unlabelled products

• Shaming clients publicly for mats, behavior issues,  and misunderstood breed traits

These aren't just bad trends. They’re signs of a professional culture being influenced by entertainment, not ethics.

How Did We Get Here?

The grooming and pet care industry is largely unregulated, as we all know, and with that comes vulnerability.  There’s no universal educational baseline. No requirement for continued learning. No barrier to entry beyond a set of clippers and an Instagram account.

Pair that with the sheer speed and reach of social media, and you get a The Perfect Storm:

• New professionals claiming expertise with no clear training path

• Frustrated groomers with few support systems

• Pet owners are confused by conflicting advice

• And a public that sees our field as chaotic, careless, and cruel

The damage isn’t just to animals. It’s to our credibility.
And if you’ve noticed fewer people entering the industry, fewer young professionals seeking mentorship, or an uptick in burnout among your peers,  you’re not imagining it. It is happening at an alarming rate. 

This culture of quick content and questionable advice is discouraging people from seeing pet care as a respected, lifelong profession.  And that’s a loss we can’t afford.

Where We Go From Here

So what’s the solution?

It starts with redefining where we go for answers and how we support one another along the way.

Here’s what we can do now:

1. Elevate Your Sources

Seek out learning that is structured, test-based, and led by credentialed professionals.
Not every question requires a certification program, but it does need a credible answer. If you wouldn’t take medical advice from a TikTok creator, don’t take grooming advice from one either.

2. Stop Sharing Unsafe Content

Even when the intent is to educate or “warn others,” resharing harmful videos contributes to the normalization. Focus instead on spotlighting good work, safe practices, and mentors who raise the bar.

3. Mentor with Kindness

If you’re an experienced professional, remember that many new groomers feel overwhelmed and alone. Share what you know with empathy, not ego. Be the voice they should be hearing.

4. Advocate for Accountability

Support organizations, educational platforms, and continuing education programs that put science, safety, and ethics first. Encourage peers to pursue learning, not just likes.

5. Showcase What Professional Looks Like

Our online presence is our reputation. Let’s make sure we’re showing the world a profession that’s skilled, humane, and deeply proud of what it does.

This Isn’t About Blame. It’s About Standards.

We’re not here to shame anyone. We’re here to ask better of all of us.
Because the way we present our work online affects how the public sees every pet professional, not just the one in the video.

The truth is, we don’t need to be entertainers. We need to be educators, for ourselves, for our peers, and for the pet parents who trust us.

Let’s make sure the advice being given represents the kind of industry we want to work in.

Let’s teach one another with care. Let’s stop mistaking content for credentials.

And most importantly, let’s stop showcasing our work in ways that damage the trust we’ve worked so hard to earn.

We’ll be diving deeper into this topic in our next post: examining specific trends, how they took hold, and what we can learn from them as an industry.

Because it’s time we reclaim our narrative, before someone else writes it for us.