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Beyond Cute: All Animals Can Become Social Media Sensations
In the age of cutesy #mammal sensations like pygmy hippo #MooDeng the chubby, pink-cheeked pygmy #hippo baby – many people believe that social media shares are correlated to cuteness. They are wrong, according to a recent study, more obscure and unusual animals like #insects, #amphibians, #reptiles and #insects can enjoy a generous portion of the social media limelight. Help them every time you shop and #BoycottPalmOil #Boycott4Wildlife
Cutesy #animals like #MooDeng🦛 the chubby-cheeked pygmy #hippo lead many to believe #socialmedia shares are correlated to #cuteness – they’re wrong. All animals can enjoy the spotlight Protect them when u #Boycott4Wildlife #BoycottPalmOil @palmoildetect https://wp.me/pcFhgU-974
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Cutesy or not: animals can be showcased on social media with the right storytelling and still gain big audience engagement
Remember the popularity contests of high school? Often our athletic, genetically gifted classmates got the most attention: the school captain, the footy team captain, the prom queen. But popularity contests don’t just exist in school. And in the world of conservation, it can be a matter of survival for the “winners” and “losers”.
If we asked you to list every animal species you can think of, chances are that list would be full of mammals and birds, with very few reptiles, fish, amphibians and invertebrates. So why do we focus so much on some species and so little on others?
Our recent study challenges assumptions that people simply find mammals and birds much more engaging than other species. When these neglected species were posted to Instagram by wildlife organisations and researchers, there were no great differences in the likes they attracted.
This has implications for which species we focus on to enlist public support for conservation. A more complete picture of the wildlife around us would help reduce glaring imbalances in conservation outcomes.
Our cognitive bias towards the cutest and fluffiest
For years, we’ve assumed humans engage more with the “cute and fluffy” species – often known as “charismatic megafauna” – and these are the animals that are shown to us on TV, film and advertising. There is evidence to support this preference. People will often choose to donate to mammals and birds over other species, and mammals and birds are mentioned more on social media.
However, mammals and birds make up less than 10% of all animals on Earth. With the media we’re consuming, we’re just not getting an accurate picture of the world of wildlife that surrounds us.
Where this gets worrying is in the fight for species survival. Our planet is in an extinction crisis, with species becoming extinct at extraordinary rates.
However, our focus on mammals and birds means cute and fluffy animals receive more research attention and funding. Conservation outcomes for these species are better than for reptiles, amphibians and invertebrates. Tellingly, 94% of all threatened species on the IUCN Red List are reptiles, fish, amphibians and invertebrates.
Do people really prefer charismatic megafauna?
Our study suggests this issue may be more complex than first thought. Many Australian conservation organisations use social media platforms, such as Instagram, to share their work and connect communities with wildlife. But in the busy, ever-updating world of Instagram feeds, which images are the most effective at grabbing someone’s attention?
We set out to examine which Australian wildlife species were most often posted to Instagram and which had the highest levels of engagement. Based on the belief that people will engage more with charismatic megafauna, we expected mammals and birds to be shown more frequently and to elicit higher engagement than the “creepy crawlies” such as amphibians and insects.
We analysed 670 wildlife images posted to Instagram by wildlife organisations and research group accounts in 2020 and 2021. For each image, we noted the species posted in the image. As a measure of engagement, we recorded the number of “likes” the image received in proportion to each organisation’s follower count.
What did the study find?
Our results were surprising and provide hope for the future of underrepresented wildlife.
Although the majority of wildlife images posted to Instagram by these conservation organisations were of mammals and birds (73.7% to be precise), our analysis of image engagement uncovered a surprising and promising trend. Mammals were, indeed, more engaging than other species, but only by a tiny amount. We found birds, reptiles, invertebrates, amphibians and fish were all equally as engaging for Instagram users.
Are we ready to sympathise with weird bugs?
Perhaps it is time to give our creepy crawlies more of the media limelight. The more we see a wide diversity of animals, the more likely we are to support their conservation.
The Theory of Repeated Messaging suggests when we are repeatedly exposed to something, we are more likely to become familiar with, engage with and support it. Research has shown when we put effort into promoting underrepresented species, we can improve their chances of receiving a public donation by 26%.
Our findings suggest the media and conservation organisations can promote endangered species across all walks of life – from lizards to bugs and fish to frogs – without compromising viewer engagement. This will increase our knowledge of the amazing diversity of animals that we share this planet with. In turn, this will lead to underrepresented species receiving more of the conservation support they need to survive.
Zoos Victoria is already leading the way. The endangered native golden-rayed blue butterfly features in the new Totes for Wildlife campaign to conserve its natural habitat.
Perhaps we tend to prefer mammals and birds because we see them more, and not just because they look a certain way. After all, beauty is in the eye of the beholder.
Written by Meghan Shaw, PhD Student in Conservation Social Science, Deakin University; Bill Borrie, Associate Professor, Environmental Management and Sustainability, Deakin University; Emily McLeod, Senior Social Science Research Manager, Zoos Victoria, and PhD Candidate, The University of Queensland, and Kelly K Miller, Associate Professor of Environment and Society, Deakin University This article is republished from The Conversation under a Creative Commons license. Read the original article.
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Learn about other animals endangered by palm oil and other agriculture
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South America
S.E. Asia
India
Africa
West Papua & PNG
Sunda Clouded Leopard Neofelis diardi
Glaucous Macaw Anodorhynchus glaucus
Attenborough’s Long-Beaked Echidna Zaglossus attenboroughi
Nancy Ma’s Night Monkey Aotus nancymaae
Maned Wolf Chrysocyon brachyurus
Tufted Ground Squirrel Rheithrosciurus macrotis
Learn about “sustainable” palm oil greenwashing
Read more about RSPO greenwashing
Lying
Fake labels
Indigenous Land-grabbing
Human rights abuses
Deforestation
Human health hazards
A 2019 World Health Organisation (WHO) report into the palm oil industry and RSPO finds extensive greenwashing of palm oil deforestation and the murder of endangered animals (i.e. biodiversity loss)
Take Action in Five Ways
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2. Contribute stories: Academics, conservationists, scientists, indigenous rights advocates and animal rights advocates working to expose the corruption of the palm oil industry or to save animals can contribute stories to the website.
Wildlife Artist Juanchi Pérez
Mel Lumby: Dedicated Devotee to Borneo’s Living Beings
Anthropologist and Author Dr Sophie Chao
Health Physician Dr Evan Allen
The World’s Most Loved Cup: A Social, Ethical & Environmental History of Coffee by Aviary Doert
How do we stop the world’s ecosystems from going into a death spiral? A #SteadyState Economy
3. Supermarket sleuthing: Next time you’re in the supermarket, take photos of products containing palm oil. Share these to social media along with the hashtags to call out the greenwashing and ecocide of the brands who use palm oil. You can also take photos of palm oil free products and congratulate brands when they go palm oil free.
https://twitter.com/CuriousApe4/status/1526136783557529600?s=20
https://twitter.com/PhillDixon1/status/1749010345555788144?s=20
https://twitter.com/mugabe139/status/1678027567977078784?s=20
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#amphibians #animal #animalBehaviour #AnimalBiodiversityNews #animalCommunication #animalCruelty #animalExtinction #animalIntelligence #animalRights #animals #biodiversity #Boycott4wildlife #BoycottPalmOil #cuteness #deforestation #hippo #insects #Mammal #MooDeng #PalmOil #palmOilDeforestation #PygmyHippopotamusChoeropsisLiberiensis #reptiles #socialmedia #study #vegan
If You Love Moo Deng, Help to Save Her Home!
Moo Deng, the chubby, moody and adorable baby pygmy hippo has highlighted the plight of these elusive large mammals living in Africa’s rainforest and mangrove environments. The message to ani…Palm Oil Detectives
Sunda Clouded Leopard Neofelis diardi
Sunda Clouded Leopard Neofelis diardi
IUCN Status: VulnerableLocation: Brunei Darussalam; Indonesia (Sumatera, Kalimantan); Malaysia (Sarawak, Sabah)
Gliding through the rainforest canopy like a phantom predator, the Sunda Clouded Leopard moves with unmatched grace, making them one of the least understood big cats in the world. Their spectacularly patterned coat, the longest canines relative to skull size of any feline, and astonishing agility in trees set these big cats apart as a truly unique species. Yet, despite these remarkable adaptations, these mysterious carnivores are now rapidly vanishing from the wild due to human-related threats.Massive infrastructure projects, industrial-scale palm oil plantations, and poaching for the illegal wildlife trade have decimated their populations. Once thought to be a subspecies of the mainland clouded leopard, genetic studies in 2006 confirmed that they are a distinct species, found only in Borneo and Sumatra. Today, they are among the most threatened felines in the world, teetering on the edge of an uncertain future. Take action for them every time you shop and #BoycottPalmOil #Boycott4Wildlife
Sunda Clouded #leopards are agile ambush #predators 🐆 of #gibbons, wild #pigs and mouse deer in #Borneo and #Sumatra. #Palmoil deforestation is a huge threat to these #BigCats. Help them when you #Boycottpalmoil 🌴🔥💀🚫#Boycott4Wildlife @palmoildetect https://wp.me/pcFhgU-anN
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Share to TwitterSleek and elegant wild #Cats 🐱🐆 of #Indonesia 🇮🇩 and #Malaysia 🇲🇾 Sunda Clouded #Leopards are #vulnerable due to #PalmOil #Deforestation and #poaching Help them when you 🌴🩸🔥⛔️ #Boycottpalmoil #Boycott4Wildlife @palmoildetect https://wp.me/pcFhgU-anN
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Sunda Clouded Leopards are expert climbers, possessing a long, thick tail (equal to their body length) for balance, rotating ankle joints that allow them to descend trees headfirst, and razor-sharp retractable claws for gripping bark. Their bodies are smaller and more compact than mainland clouded leopards, making them highly agile ambush predators.They are solitary and nocturnal, moving silently through the forest to hunt primates, deer, and birds. Unlike most big cats, they purr rather than roar and rely on their extraordinarily developed senses to detect prey. Though they spend time on the forest floor, they are one of the most arboreal of all felines, capable of jumping several metres between branches.
Threats
1. Deforestation for infrastructure, timber and palm oil
- More than 50% of Borneo’s forests and two-thirds of Sumatra’s forests have been destroyed, mainly for palm oil plantations and logging.
- Mega infrastructure projects, including the Pan Borneo Highway, Trans-Sumatra Highway, and Indonesia’s new capital (Nusantara), are further severing vital forest corridors.
- Illegal logging and forest conversion continue to reduce already fragmented populations, leaving them trapped in isolated forest patches.
2. Poaching and the Illegal Wildlife Trade
Highly valued for their skins, bones, and meat, they are frequently trapped in snares. Between 2011 and 2019, at least 30 individuals were seized in the illegal trade, with live animals smuggled internationally. The rise in commercial wildlife markets has put additional pressure on an already declining population.3. Loss of Prey and Ecosystem Disruptions
Overhunting of deer, wild boar, and primates is drastically reducing their food supply. A 2024 study revealed that mesopredator release—where smaller carnivores like Sunda Leopard Cats increase in number—may be negatively impacting the number of clouded leopards.4. Human-Wildlife Conflict and Retaliatory Killings
Farmers kill clouded leopards when they prey on livestock. With deforestation pushing them into human settlements, conflict is increasing.5. Climate Change and Forest Fires
Longer dry seasons and extreme weather due to climate change are making rainforest habitats unstable and food sources scarcer. Fires, caused by land clearing for palm oil plantations, are destroying crucial remaining habitat.Geographic Range
The Sunda Clouded Leopard (Neofelis diardi) is found only on the Southeast Asian islands of Borneo and Sumatra. Known locally as rimau-dahan (“tree tiger” in Malay) and entulu in Sarawak, these elusive big cats thrive in dense rainforests, where their exceptional climbing skills and camouflage allow them to hunt undetected. They are particularly dependent on lowland primary forests but have been increasingly pushed into montane and secondary forests due to rampant deforestation.Key Habitats:
- Sumatra – Leuser Ecosystem, Kerinci Seblat National Park, Bukit Barisan Selatan National Park
- Borneo – Kalimantan (Indonesian Borneo), Sabah and Sarawak (Malaysian Borneo), Brunei Darussalam
- Heart of Borneo Landscape – This transboundary rainforest, spanning Brunei, Malaysian Borneo, and Indonesian Kalimantan, serves as one of the last strongholds for the species.
Diet
Sunda Clouded Leopards are apex rainforest predators, feeding on:
- Primates – Gibbons, macaques, langurs
- Ungulates – Mouse deer, muntjac, young bearded pigs
- Birds, rodents, and reptiles
- Occasionally livestock in fragmented forest areas
Their hunting strategy involves stealth and ambush, using their powerful jaws and canines to deliver a fatal bite to the neck. As their habitat shrinks, they are increasingly forced into human settlements, where they are often shot in retaliation.
Mating and Reproduction
Little is known about their breeding behaviour, however:
- They reach sexual maturity at around two years old.
- Gestation lasts 85–95 days, producing 1–5 cubs (typically 2).
- Cubs remain hidden in dense vegetation for the first five months.
- Mothers raise cubs alone, teaching them to hunt before they become independent.
- Their slow reproductive rate, combined with habitat destruction, makes population recovery extremely difficult.
FAQs
Are Sunda Clouded Leopards dangerous to humans?
No. Sunda Clouded Leopards are extremely elusive and prefer to avoid human contact. They only venture into human areas when forced by habitat loss.How are they different from mainland Clouded Leopards?
Sunda Clouded Leopards (Neofelis diardi) were originally thought to be the same species as the Indochinese Clouded Leopard (Neofelis nebulosa), but genetic studies in 2006 confirmed that they are separate species.• Genetic divergence: The two species diverged between 2 million and 900,000 years ago, likely when rising sea levels isolated Borneo and Sumatra from the mainland.
• Physical differences: Sunda Clouded Leopards have darker fur, smaller cloud markings, and a more robust build, whereas Indochinese Clouded Leopards are lighter in colour with larger, more defined markings.
• Habitat preferences: Sunda Clouded Leopards rarely descend to the forest floor, whereas Indochinese Clouded Leopards hunt both in trees and on the ground.
Why are they called “Tree Tigers”?
The Malay name rimau-dahan means “tree tiger”, as they are among the best tree-climbing predators in the world. This name comes from their incredible climbing skills and their resemblance to big cats like tigers. Their large paws, long tail, and flexible ankles make them exceptional tree climbers, often leaping between branches or ambushing prey from above.Are Sunda Clouded Leopards extinct anywhere?
They were once found on Java, but are now extinct there.How many Sunda Clouded Leopards are left?
Estimates suggest there are fewer than 10,000 mature individuals, but deforestation and poaching are causing rapid declines. Exact numbers are hard to determine due to their elusive nature.Take Action!
Every time you shop, choose 100% palm oil-free products to avoid contributing to deforestation. #BoycottPalmOil #Boycott4Wildlife
- Boycott palm oil and products that contribute to rainforest destruction.
- Support conservation efforts protecting Borneo and Sumatra’s last remaining forests.
- Advocate for stronger anti-poaching laws and enforcement.
Support Sunda Clouded Leopards by going vegan and boycotting palm oil in the supermarket, it’s the #Boycott4Wildlife
Support the conservation of this species
This animal has no protections in place. Read about other forgotten species here. Create art to support this forgotten animal or raise awareness about them by sharing this post and using the #Boycottpalmoil #Boycott4Wildlife hashtags on social media. Also you can boycott palm oil in the supermarket.Further Information
Cowan, C. (2024, April 29). Borneo and Sumatra megaprojects are carving up clouded leopard forests. Mongabay. https://news.mongabay.com/2024/04/borneo-and-sumatra-megaprojects-are-carving-up-clouded-leopard-forests/Buckley-Beason, V. A., Johnson, W. E., Nash, W. G., Stanyon, R., Menninger, J. C., Driscoll, C. A., Howard, J., Bush, M., Page, J. E., Roelke, M. E., Stone, G., Martelli, P., Wen, C., Ling, L., Duraisingam, R. K., Lam, P. V., & O’Brien, S. J. (2006). Molecular evidence for species-level distinctions in clouded leopards. Current Biology, 16(23), 2371–2376. https://doi.org/10.1016/j.cub.2006.08.066
Haidir, I., Macdonald, D. W., & Linkie, M. (2020). Sunda clouded leopard (Neofelis diardi) densities and human activities in the humid evergreen rainforests of Sumatra. Oryx, 55(2), 189-196. https://doi.org/10.1017/S0030605319001005
Hearn, A., Ross, J., Brodie, J., Cheyne, S., Haidir, I.A., Loken, B., Mathai, J., Wilting, A. & McCarthy, J. 2015. Neofelis diardi (errata version published in 2016). The IUCN Red List of Threatened Species 2015: e.T136603A97212874. https://dx.doi.org/10.2305/IUCN.UK.2015-4.RLTS.T136603A50664601.en. Accessed on 26 February 2025.
Kaszta, Z., Cushman, S. A., Hearn, A. J., Burnham, D., Macdonald, E. A., Goossens, B., Nathan, S., & Macdonald, D. W. (2019). Integrating Sunda clouded leopard (Neofelis diardi) conservation into development and restoration planning in Sabah, Borneo. Biological Conservation, 235(4). https://doi.org/10.1016/j.biocon.2019.04.001
Mayhew, D. S., Hearn, A. J., Devineau, O., Linnell, J. D. C., & Macdonald, D. W. (2024). Loss of Sunda clouded leopards and forest integrity drive potential impacts of mesopredator release on vulnerable avifauna. Heliyon, 10(12), e32801. https://doi.org/10.1016/j.heliyon.2024.e32801
Wikipedia. (n.d.). Sunda Clouded Leopard. https://en.m.wikipedia.org/wiki/Sunda_clouded_leopard
Wong, W.-M. (2021, September 17). Species Spotlight: Sunda Clouded Leopard, the Ethereal and Declining ‘Tree Tiger’. The Revelator. https://therevelator.org/species-spotlight-sunda-clouded-leopard/
How can I help the #Boycott4Wildlife?
Take Action in Five Ways
1. Join the #Boycott4Wildlife on social media and subscribe to stay in the loop: Share posts from this website to your own network on Twitter, Mastadon, Instagram, Facebook and Youtube using the hashtags #Boycottpalmoil #Boycott4Wildlife.2. Contribute stories: Academics, conservationists, scientists, indigenous rights advocates and animal rights advocates working to expose the corruption of the palm oil industry or to save animals can contribute stories to the website.
Wildlife Artist Juanchi Pérez
Mel Lumby: Dedicated Devotee to Borneo’s Living Beings
Anthropologist and Author Dr Sophie Chao
Health Physician Dr Evan Allen
The World’s Most Loved Cup: A Social, Ethical & Environmental History of Coffee by Aviary Doert
How do we stop the world’s ecosystems from going into a death spiral? A #SteadyState Economy
3. Supermarket sleuthing: Next time you’re in the supermarket, take photos of products containing palm oil. Share these to social media along with the hashtags to call out the greenwashing and ecocide of the brands who use palm oil. You can also take photos of palm oil free products and congratulate brands when they go palm oil free.
https://twitter.com/CuriousApe4/status/1526136783557529600?s=20
https://twitter.com/PhillDixon1/status/1749010345555788144?s=20
https://twitter.com/mugabe139/status/1678027567977078784?s=20
4. Take to the streets: Get in touch with Palm Oil Detectives to find out more.
5. Donate: Make a one-off or monthly donation to Palm Oil Detectives as a way of saying thank you and to help pay for ongoing running costs of the website and social media campaigns. Donate here
Learn about other animals endangered by palm oil and other agriculture
Global
South America
S.E. Asia
India
Africa
West Papua & PNG
Glaucous Macaw Anodorhynchus glaucus
Attenborough’s Long-Beaked Echidna Zaglossus attenboroughi
Nancy Ma’s Night Monkey Aotus nancymaae
Maned Wolf Chrysocyon brachyurus
Tufted Ground Squirrel Rheithrosciurus macrotis
Visayan Broadbill Sarcophanops samarensis
Learn about “sustainable” palm oil greenwashing
Read more about RSPO greenwashing
Lying
Fake labels
Indigenous Land-grabbing
Human rights abuses
Deforestation
Human health hazardsA 2019 World Health Organisation (WHO) report into the palm oil industry and RSPO finds extensive greenwashing of palm oil deforestation and the murder of endangered animals (i.e. biodiversity loss)
#animals #bigCat #bigcat #bigcats #Borneo #Boycott4wildlife #BoycottPalmOil #Brunei #carnivores #cats #deforestation #ForgottenAnimals #Gibbons #hunting #Indonesia #Kalimantan #leopard #leopards #Malaysia #PalmOil #palmOilDeforestation #palmoil #Pigs #poaching #predators #Sarawak #SEAsia #SouthEastAsia #Sumatra #SundaCloudedLeopardNeofelisDiardi #vulnerable
Species Spotlight: Sunda Clouded Leopard, the Ethereal and Declining ‘Tree Tiger’ • The Revelator
Isolated on just two islands in Asia, this forest-dependent wild cat persists in the region experiencing the world’s fastest deforestation.Wai-Ming Wong (The Revelator)
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