The rise of pet influencers has captivated audiences across social media platforms like Instagram, TikTok, and YouTube, creating a new and booming trend in digital marketing. From dogs and cats to more unconventional animals like hedgehogs and pigs, these furry, feathered, and scaly stars have won the hearts of millions online. As brands seek fresh ways to connect with diverse audiences, pet influencers offer unique opportunities to engage and captivate consumers in ways that go beyond traditional human influencers.
Pet influencers are one of the most interesting trends in recent years, offering unique opportunities to reach diverse audiences in creative ways. In this article, we explore the pet influencer phenomenon, its impact on the marketing landscape, and how brands can make the most of this trend sharing tips and concrete cases.
Focus on the Pet Care Industry
In an era where many are tightening their belts, it seems our pets are still being pampered more than ever! Despite financial constraints, the pet care industry has continued to thrive. In 2023, it outpaced other store departments in terms of revenue growth, with a 13.4% increase in online sales and a 5% rise in in-store purchases.
As online purchasing grows, now accounting for 39% of total pet care sales, subscription-based shopping has become a popular option, with nearly 80% of pet care dollars coming from consumers using both physical and online stores. Regardless of age or income, pet owners are eager to indulge their furry companions whenever possible. Because pet ownership becomes more closely linked to lifestyle trends and cultural habits, certain demographics are becoming influential in the pet products market, signalling a shift in consumer preferences and spending patterns in pet care. Indeed, the rise of “dog parents” reflects this shift in how society views pets, particularly among younger generations. Millennials, for instance, are now more likely to own dogs than older adults, challenging the stereotype of the “old lady with a dog.” Pets have become central figures in households, often treated as family members, with owners going to great lengths to pamper them—investing in organic food, positive training methods, and even intelligence tests to assess their cognitive abilities.
(sources: NIQ )
The resilience of pet spending amid rising inflation underscores the deep bond between pet owners and their furry companions. This dedication not only manifests in purchases for pet care but also fuels the growing trend of pet influencers. As more individuals express their love for their pets online through dedicated accounts and creative content, they showcase their pets’ personalities and experiences, highlighting their significant role in their lives. This connection has birthed a vibrant community of pet influencers, reflecting a larger cultural shift where pets are celebrated and shared with the world.
The Pet Influencer Phenomenon:
Pet influencers have become social media stars, winning millions of followers with their cute, funny, and heartwarming content, making them internet favorites. From dedicated Instagram accounts to viral animal videos, these furry companions have an undeniable ability to spark positive emotions and transcend cultural barriers. As a result, brands increasingly partner with pet influencers, recognizing their marketing potential and often achieving better results than human influencers. Whether they belong to celebrities or passionate owners, these animal influencers now play a crucial role in shaping marketing strategies for industries ranging from pet products to lifestyle and fashion.
Opportunities for Brands
- Pet Products: It’s no surprise that the pet industry is one of the biggest beneficiaries of the pet influencer trend. From dog food brands to pet accessories and grooming products, these partnerships feel like a natural fit.
- Lifestyle Brands: More brands outside the pet industry, such as lifestyle and fashion brands, are also hopping on the trend. Pets can model products, promote pet-friendly hotels, or showcase home decor, offering creative ways to advertise.
- Social Causes: Many pet influencers are advocates for animal welfare, which provides brands the opportunity to align with ethical and social causes that resonate with their audiences.
The Impact of Pet Influencers on Brands
The growing popularity of pet influencers has opened new doors for brands looking to boost brand awareness, increase engagement, and drive sales. What makes pet influencers particularly effective is their universal appeal. They aren’t restricted by demographics or niche interests—pets appeal to people of all ages, genders, and backgrounds. Whether it’s a playful puppy or a regal feline, animals tend to evoke positive emotions, making them the perfect vehicle for marketing messages.
Pet influencers are particularly impactful for several reasons. First, they often achieve significantly higher engagement rates than their human counterparts, with content that is widely shared and commented on, creating viral potential for brands. Second, people have an inherent emotional connection to animals, which helps brands appear more approachable, friendly, and trustworthy when partnering with pet influencers. Additionally, pet influencers attract a diverse audience, allowing brands to reach a broader market compared to human influencers, who may cater to specific demographics. Lastly, pets are non-controversial by nature, making them a safe choice for brands concerned about the reputational risks sometimes associated with human influencers.
Collaborating with pet influencers offers numerous benefits for brands, including increased brand awareness through their large and engaged followings introducing your brand to new audiences, authentic content creation that showcases products in a natural and playful manner making the promotion feel more authentic and less like an advertisement, and versatility across various industries—from pet care to fashion, travel, and home goods—making them ideal partners for diverse marketing campaigns.
Concrete Cases Made in Territory Influence
The magic of 3,000 Dogfluencers for Terra Canis
To create more awareness for the products we launched an international awareness campaign. In Germany, France, and Italy we aimed for more online as well as offline awareness and a sales uplift. We also wanted to generate valuable personal recommendations, reviews and UGC on social media.
To achieve the best results, we had to select the most suitable nano influencers for the campaign. We wanted 3,000 people who had dogs and were not yet familiar with the brand.
By running the campaign in three different markets, we were able to achieve a wide reach. The Terra Canis products made a very good impression in all countries. Through regular surveys with the participants, we could gain many valuable insights. For example, did our trnd-community unanimously emphasise the aspects of smell, quality, and ingredients? Through our ongoing motivation by E-Mail-Newsletters, blog articles and social media posts the nano influencers created an impressive amount of 6,000 content pieces for social media and over 600 Ratings & Reviews for the Terra Canis Website.
„This campaign enabled us to reach many new consumers who were previously unaware of Terra Canis menus. We were particularly pleased with the enthusiasm of the participating nano influencers and the numerous positive reviews of our products, which gave us valuable insight.“ – Maria de Filippo, Marketing Manager Europa, Terra Canis
White label solution & Brand Community for Purina one
Purina ONE Club, was a brand community for cat owners. In total, 4,250 ambassadors were activated, over 20,000 pieces of user-generated content shared, and six campaigns executed from 2021 to 2023. Carefully selected participants were invited to test products and share their experiences on their networks. These nano-influencers acted as advocates, generating authentic user content and effective word-of-mouth (WOM). This approach has also allowed the brand to promote its community through its own channels, creating a source of pride for such an engaged brand community!
To build an engaged community like Purina ONE’s, several strategies must be activated. We apply these principles to all the white-label communities we create and manage. Here are the four essential pillars for a successful program: a robust community technology, an inspirational program, influencer campaigns, and a well-integrated acquisition system and ecosystem. By incorporating these elements, we create a program that is not promotional or transactional but rather inspirational, educational, and engaging. This program is fundamentally based on the brand, its values, and commitments, with a user journey and custom UX designed collaboratively.
Best Practices for Collaborating with Pet Influencers
- Select the Right Influencer: The success of your campaign depends on choosing a pet influencer whose characteristics, audience, and content align with your brand’s values and goals.
- Prioritize Authenticity: Authentic content is key to successful influencer marketing. Allow the influencer to showcase your product in a natural, organic way that resonates with their audience. Avoid overly scripted content.
- Leverage Video Content: Pets perform exceptionally well in video formats, especially on platforms like TikTok and Instagram Reels. Brands should focus on engaging, short-form video content that showcases the pet’s personality while subtly promoting the product.
- Maintain Consistency: Work on building long-term relationships with pet influencers rather than one-off collaborations. Consistency in promotion helps build trust and familiarity with both the influencer’s audience and your brand.
- Monitor Metrics: As with any marketing campaign, it’s crucial to track performance. Monitor engagement rates, follower growth, and sales data to determine the effectiveness of your partnership with pet influencers.
Risk and challenges of activating pet influencers
As the popularity of pet influencers rises, the landscape is becoming increasingly saturated, making it essential for brands to carefully select influencers who provide unique content and genuine engagement to stand out from the competition. Additionally, ethical considerations must be at the forefront of any campaign; brands need to prioritize the well-being of the animals involved, avoiding overexposure or uncomfortable situations that could lead to public backlash. Ensuring respectful collaborations that uphold animal welfare is crucial, as any association with unethical treatment can significantly harm a brand’s reputation.
Conclusion
Pet influencers offer a unique, engaging way for brands to connect with audiences and boost their marketing strategies. With their universal appeal, high engagement rates, and ability to evoke emotional connections, pet influencers have proven to be an effective marketing tool across various industries. By selecting the right pet influencer, crafting authentic content, and focusing on long-term relationships, brands can leverage this trend to boost brand awareness and sales.
As the pet influencer phenomenon continues to grow, the opportunities are limitless—but so are the challenges. Brands need to navigate this space thoughtfully, balancing creativity with ethics to ensure success.