The ability to amass a large fan base is not limited to humans. The pet influencer industry has exploded in recent years.
You stumble onto an adorable puppy video while browsing Instagram. Feelings of utter adoration fill our hearts. This is the strength of having a pet. We like going home to our furry companions, whether they be dogs, cats, rabbits, and more.
In today’s world, marketers aren’t just using humans for their influencer marketing initiatives. Animals (petfluencers) of various shapes and sizes have been recruited to market goods, and they typically attract much more attention and sales than their human counterparts.
The Top Petfluencers
In 2021, Veterinarians.org calculated the average per-post earnings for the top 50 pet influencers. Here are the top 10:
- Jiffpom– $27,153
- Nala Cat– $11,517
- Doug the Pug– $10,575
- Juniper the Fox– $8,026
- Grumpy Cat– $6,659
- Lil Bub– $6,244
- Smoothie the Cat– $5,897
- Henry & Baloo– $5,637
- Tuna– $5,599
- Mr. White– $5,405
Prodogpro conducted research in the top 10 in 2021 for dogs alone & they are:
- Loki –$6,809 per post
- Manny –$3,191
- Harlow and Sage –$5,247
- Jiffpom –$34,889
- Crusoe –$2,695
- Tuna –$7,091
- Doug the pug –$12,905
- Reagan Doodle –$1,702
- Maya –$6,665
- Turboroo –$1,091 per post
Petfluencer to Merchandise
Bryan Reisberg, an entrepreneur, and his corgi, Maxine, who goes by the pseudonym Mad Max Fluffy Road on Instagram, launched a creator-driven pet business called Little Chonk.
According to the Metropolitan Transportation Authority’s 2016 regulations, dogs are only allowed on the subway if they can fit in a bag, thus photographs and videos of Maxine exploring New York City with her own pack inspired the company Reisberg to create a backpack just for dogs.
In response to his personal disappointment with mediocre bags and the interest of his audience in obtaining Maxine’s signature backpack, Reisberg set out to design one of his own.
On December 15th, 2021, Little Chonk was launched on Maxine’s sixth birthday after 16 months of fundraising and a pre-seed round of $400,000 from 15 angel investors. It also has a Little Chonk Medical Board, a panel of veterinary experts to advise development.
There is now just one product available, and it’s called The Maxine One. It’s advertised as having a port at the bottom for dogs’ tails to hang out, auto-locking zippers, and an ergonomic design for $120. In under four minutes, it was sold out. 12000 individuals put their names on the waiting list.
Why are Petfluencers so popular?
Pets have always been special to their owners. Now, however, individuals are taking the love they have for their pets and sharing it with hundreds, if not millions, of internet followers by making their own social media profiles for their pets.
Not only do more petfluencers than ever before have massive online fan bases on platforms like YouTube and Instagram, but they are also catching the eye of companies that want to reach certain demographics via social media. So, why do people and businesses alike find pet influencers so appealing?
They are making people happy!
It’s not only that more individuals stayed home from work to care for their pets during the pandemic. In an effort to lessen the impact of homesickness, several families have brought dogs into their homes. The emotional impact of this connection is a big reason why pet influencers are so popular, even if science hasn’t defined precisely whether and how dogs increase our wellness.
Pet influencers’ owners humanise their pets by giving their dogs human accruements like clothes and posting photos of them online. There’s a good reason why cat videos have over 26 billion views on YouTube. Pets that have built a following online—whether because they’re adorable and cuddly or because they lead exciting and exciting lives of their own have a special power that companies are trying to tap into.
Creating engaging content
The most successful pet influencers are those who have built a name for themselves via the quality of their content, not merely their good looks and quirky personalities. They know their way around all the major social media sites and entertain their fans with amusing, interesting, or unusual updates about their lives, clothing, and ideas.
On top of that, many influential people in the pet industry are selective about the brands they associate with and the products they promote. Instead of bombarding their fans with commercials, they only work with companies that share their beliefs and ethics, so they can provide them with honest suggestions. This increases their credibility and encourages their audience to interact with the material they offer and the businesses they endorse.
Establishing a rapport with pet owners
There has been significant growth in the number of millennials who own pets, which has contributed to the rise in the popularity of petfluencers. The majority of pet owners inclinations for authenticity and digital media may be to thank for the meteoric rise of the pet industry on social media. This makes pet influencers a great strategy for marketers both within and beyond the pet sector to reach a younger demographic.
When it comes to relating to millennials, petfluencers strike a chord on an emotional and genuine level, much as their own pets do. Brands will generally benefit from this, not simply those selling pet supplies.
They are effective
Businesses are clearly placing a high value on brand endorsements and product promotions with petfluencers, with some of the most successful influencers earning a lot. Finding the correct influencer is essential if you want to maximise your return on investment since many pet influencers choose the companies they partner with based on their morals, purpose, and product quality.
Move over Humans.