Are you ready to meet the newest stars of the digital age? “Petfluencers” are taking the internet by storm, and their adorable antics have made them beloved by millions around the world. From cuddly cats to playful pups, these social media sensations are sure to put a smile on your face – and possibly help your business grow!
“Petfluencers,” which is short for “pet influencers,” are beloved pets who have their own social media profiles, dedicated fan bases, and substantial online engagement. From an Instagram-famous French Bulldog to a Twitter-famous parrot to a TikTok-trending cat, these and other fascinating animals are competing to attract brand attention and sponsorships.
Do you remember Tardar Sauce… aka Grumpy Cat? At the time of her passing in 2019, she had reached a net worth of $100 million! She was a petfluencer before the concept took off. So, although our pets are guaranteed to bring love, joy, and companionship into our lives… they may also have the potential to become superstars!
Let’s dive into the fascinating rise of petfluencer marketing and what it means for brands in today’s fast-paced digital landscape.
The Petfluencer Phenomenon
It is no secret that petfluencer marketing has seen a surge in popularity. A huge factor in this involves pet adoptions, which have increased significantly since the beginning of the pandemic. In 2022, more than 73% of households in Canada owned a pet, with 54% of Millennials calling themselves “pet parents.” (Source: https://petkeen.com/pet-ownership-statistics-canada/).
In recent years, pet ownership has the potential to become a financially rewarding endeavour, with some petfluencers earning upwards of $15,000 per post. This is likely due to the undeniable fact that pets are far more adorable than their human counterparts! The competition is heating up, though… nearly a quarter of pet owners are now attempting to transform their animal companions into social media celebrities.
This rise in petfluencer marketing has also presented a unique opportunity for brands to better connect with their customers. By taking advantage of the bond between pet owners and their companions, brands can create content that resonates and produces meaningful results. The best part? Petfluencer marketing is a powerful tool that does not require a large budget, making it an appealing option for businesses of all sizes. As the digital world continues to evolve, petfluencer marketing has the potential to remain an essential part of a successful marketing strategy.
Authenticity and Relatability
One of the key reasons behind the rise of petfluencers is their authenticity. Pets have genuine and unfiltered reactions, as opposed to human influencers who could be perceived as endorsing goods purely for financial gain. When a dog gets excited about a new toy or a cat playfully interacts with a product, it feels real, and audiences appreciate that honesty.
Plus, pets touch the core of our emotions. They can easily forge a deep emotional bond with their followers because of their simplicity, loyalty, and eccentric personalities. Given that they can result in greater consumer loyalty and brand advocacy, brands are keen on seeking out the power of these connections.
The Universal Appeal of Animals and Their Impact on Brands
Pets are a universal language. Regardless of cultural or language barriers, the love for animals transcends borders. This makes petfluencers highly accessible to global audiences, allowing brands to reach a diverse demographic with a single cute furry or feathery face. The growing popularity of petfluencers has opened up exciting opportunities for brands looking to connect with audiences in unique ways. Here’s how “petfluencer” marketing benefits brands:
#1. Enhanced Engagement. Petfluencer posts tend to receive higher engagement rates than traditional influencer marketing. Their adorable content draws viewers in, resulting in more likes, comments, and shares. This increased engagement can significantly boost brand visibility and reach.
#2. Authentic Storytelling. Through petfluencers, brands can tell authentic and heartwarming stories. For example, a pet food company can showcase the improvement of a rescue dog’s health after switching to its product, creating a touching narrative that resonates with viewers.
#3. Increased Trust. Audiences tend to trust the recommendations of petfluencers more than traditional advertisements. An endorsement from a cherished pet offers a degree of credibility and sincerity that money alone cannot buy.
#4. Diverse Campaigns. Petfluencers can work with brands on all sorts of campaigns, from product launches and reviews to charity partnerships and cause-related marketing. The versatility of petfluencer marketing allows brands to align with their specific goals and values.
#5. Viral Potential. Since petfluencer content is shareable and heartwarming, it has a great chance of going viral. Virality, in turn, can lead to immense exposure and brand recognition in a short amount of time.
Over to You
Petfluencer marketing is more than a trend; it’s a testament to the power of our beloved pets. Their emotional connections and universal charm make them powerful influencers. Brands can tap into creativity, authenticity, and heartwarming storytelling that resonates with their audiences. As the saying goes, “Every dog has its day.” And, in today’s marketing landscape, that day belongs to the petfluencers!
Written by: Jennifer Hanford, MYOB Blogger