Illustration in purple tones. A dog character, dressed sleekly with sunglasses, standing at a bar counter holding a dry martini glass

Social media

Who’s a good boy? The rise of pet influencers

April 2025

Admit it. You LOVE those animal capers that drop on your feed. They've made you swoon. They've made you laugh (out loud). And if you're anything like us, you've tapped heart (like a million times) and sent them on to your best friend, partner, and other petaholics. Kitten reels, dogs doing things, chicken dances and pony prances are cute, often hilarious and have us feeling all warm and fuzzy. They’re also prone to go viral.

What makes these animals so clickable? Well, for one, pets are the perfect go-to for comic relief. They are also, quite frankly, adorable and bring out our inner pet parent, who is primed to give these guys some serious devotion. Scientific research shows that watching animal videos reduces blood pressure, heart rate, and anxiety. It also releases dopamine and oxytocin: the hormones that make us feel good and feel love. In other words, watching animal escapades gets straight to the heart.

“Watching animal videos reduces blood pressure, heart rate, and anxiety. It also releases dopamine and oxytocin: the hormones that make us feel good and feel love.”

The rise of social media pet stars

In the very early days, when social media platforms started popping up and content started taking over timelines – a few furry friends paved the way for the petfluencer phenomenon we now enjoy.

A maverick that took centre stage early on was Maru the cat. His penchant for sliding across floors squeezed into tiny cardboard boxes got Maru social media engagement most human-type influencers could only dream of. Maru’s popularity landed him in the Guinness Book of Records for the most views for an individual animal. And to date, this chubby Scottish Fold has been watched more than 535 million times! Grumpy Cat (AKA Tardar Sauce) is another feline that “made it” big online. Grumpy’s unmoveable cat-frown made her an internet sensation. So much so, she’s now officially logged in the dictionary of memes. That sullen face paired with witty text got her far. Grumpy’s merch still sells across the internet, as does her book series addressing her so-not-amused philosophy to life.

“To this date, Maru, a chubby Scottish Fold has been watched more than 535 million times!”

Toast the dog was another pet-posting pioneer. But Toast came at things differently. Toast was more a “legit model,” (as her pet parent put it). And, it’s no word of a lie, she made it to Vogue no less, and became a darling on the New York fashion scene. This doggy It Girl, with her signature lolling tongue, even had her wedding televised. Sadly, Toast passed away in 2017 – but she leaves a legacy. Many online pet stars have followed suit – and continue to keep us hooked to their antics, adventures and personal take on things.

Snouts, snaps & sponsored treats - the pet influencer market

The truth is four-legged influencers with a solid fan base can often generate three to seven times more engagement than the equivalent two-legged kind. That translates into 10-40% engagement per post (!). Which is exactly why Grumpy Cat became the official spokesperson for Friskies cat food. But these popular animals are not just limited to the pet industry. Toast (gorgeously) modelled in an international eyewear campaign. More recently, Boobie Bobby, a très chic Italian greyhound-Chihuahua, took things further by launching her own fashion brand – for people. These dog-designed handbags with matching silk scarves are (to steal Boobie’s catch-phrase): “literally gorgina”. There’s really no limit to the audiences pets can help reach.

“Four-legged influencers with a solid fan base can often generate three to seven times more engagement than the equivalent two-legged kind.”

And you don’t need a pet influencer superstar to get real traction. The UK’s beauty and health retailer, Superdrug, got a select clan of seven petfluencers for their Mother’s Day #makesurethebossishappy campaign. Pets were featured pampering themselves with presents intended for mum. Celebrating who really rules the roost reached 377,000 consumers with an impressive 7.9% engagement rate.

Going even smaller can also be effective. Nano influencers, with between 1000-5000 followers, may not have the pet-star status of bigger players, but that’s what makes them feel even more authentic. They can boost visibility on a micro budget.

Good content to the rescue

With just under 4 million pet influencers out there averaging 750K monthly post impressions – you don’t need us to tell you these guys can be great assets. But it’s always quality content that resonates. And when coupled with a meaningful message you’re on to a winner. We, personally, love following the journey of Galgos del Sol, a dog rescue powerhouse dedicated to saving two forgotten Spanish hunting dog breeds: Galgo Español and Podenco. These dogs are often outcasts and horribly mistreated. Galgos del Sol rescue and rehome these adorable, affectionate dogs on an almost industrial scale. They’re serious about saving dogs and getting their cause noticed. Every campaign they run usually raises 4-10 times more than its initial target. Their brilliant and heart-wrenching outreach caught the attention of our very own Agnes (Head of Design and Partner), who went on to adopt Limon. He’s now living his best dog’s life – largely on Agnes’ sofa.

“It’s always quality content, coupled with a meaningful message that resonates.”

There is no denying it: Animals on social media have a superpower – they pull on our heart strings and keep us watching. They’re always their authentic selves and we trust them – a lot! Pretty perfect partners for online engagement growth (and creating the most fun content!).

Here are a few more pet friends we love to love: