How Brands Succeed With Pet Influencer Marketing

Research shows 97% of Americans consider their pet part of the family, with 51% saying they’re just as important as the humans in their family tree, according to Pew Research Center. 

As a result, pets get a bit spoiled. Consumers will splurge on their furry, feathered, or scaly friends. The pet industry reached $147 billion in 2023 with expectations of year-over-year growth through 2030, according to the American Pet Products Association.  

Many brands have launched influencer campaigns to connect with pet owners and promote products. By working with a pet influencer, brands can authentically engage with new audiences and drive sales. 

Why pet influencer marketing works

What about pet influencer marketing elicits a response from today’s consumers? Here’s a look at the most common reasons for its success:

Everyone loves pets

There’s a reason cat memes and dog videos go viral: Everyone loves pets. They’re cute, funny, and not controversial. For example, the hashtag #DogsofInsta has 40 million posts associated with it because people genuinely like to see dogs of all shapes and sizes. 

Some pet influencers, like Nala_Cat, have amassed huge audiences, further proof that everyone loves pets. Nala is the Guinness Book of World Records holder for most Instagram followers as a cat, with 4.5 million followers. 

Pets evoke emotion

The strongest connection brands can make with consumers is an emotional one. Pet influencers make that happen. A clip of a dog catching a Frisbee or a cat dressed in fancy clothes elicits an emotional response, usually associated with joy and happiness. Studies even show pets are ideal for mental health as they reduce stress and provide a calming, loyal presence.

Cute pet = solid engagement rates

Engagement rates are typically higher when pets are involved than for standard posts. With authentic content driven by popular influencers, some of whom have millions of followers, brands can engage many potential customers. 

Consumers trust influencers

Consumers are growing wary of sales tactics. Rather than hearing from brands touting their own products or celebrity endorsements, consumers respond to influencers. Eighty-five percent of consumers trust influencer content over celebrities, according to our 2025 Trust in Influencer Marketing report, and 77% prefer influencer-generated content to brand-made content.

Key elements of a successful pet influencer campaign

To launch a successful collaboration, brands must execute campaigns with clear goals and strategies.  

Set goals, KPIs, and audience

Before reaching out to pet influencers, set a specific goal, like increasing your audience by 20% or driving a certain percentage of sales. Select the KPIs you’ll monitor to gauge success and identify your target audience. 

Find the right influencer to work with

Influencer selection is one of the most important aspects of a pet influencer campaign. You need to find the right influencer to work with. Many brands rely on influencer marketing agencies or marketplaces, like IZEA’s, to search for their ideal collaborator. 

As you review your options, ask yourself these questions: 

Does the influencer align with your audience? 

The pet influencer should resonate with your target customers. Consider things like breed and personality and whether the pet will resonate with your audience. A brand promoting its puppy training program, for example, would look for a fun-loving pup rather than an older, grumpy dog.

Does the influencer align with your brand?

Influencers should align with your brand too. Consider your mission and values and ensure that the influencer you’re considering is a good fit. For example, a pet brand that produces all-natural food might lean toward influencers focusing on the pet diet and its impacts. 

Does the influencer produce authentic content?

Review the creator’s social media content for authenticity. Consumers respond to original, organic content. If content feels forced, performance metrics will likely suffer. 

Is the influencer local? 

Some pet brands may require a local voice. For example, if you’re trying to promote a brick-in-mortar retail store, doggie daycare, or pet park, you’ll want to engage with influencers in your area. Add geo-filters to your search to find regional creators. 

Is the creator a pet and owner combo or just the pet?

Some pet influencers focus on the pet-owner relationship, so you’ll see the pet owner and pet interact in posts. Other pet influencers focus solely on the pet. It’s as if the pet is posting to social, with no mention of its content-creating human. Does your team have a preference?

Type of brands that can work with pet influencers

While pet influencers typically work with pet-based brands, some lifestyle brands have joined the pet party. Take a look at this list of brands that collab with furry creators: 

Pet food and treat brands

Brands that promote edible pet food and treats often team up with influencers. Take a look at pet influencer purrfectly.amber’s endorsement of cat food that touts natural ingredients.

Pet health and wellness brands

Pet brands have leaned into pet-focused health and wellness. From specially-made treats to pet care products like paw balm, pet influencers are ideal collaborators for these brands. Doug the Pug, a pet influencer with 3.6 million followers on Instagram, launched his own product line of care products.

Pet accessory brands

Pet parents are willing to splurge on fun accessories like costumes, hair bows, personalized leashes, and customized food bowls. Brands that make these products can work with pet influencers to reach their target audiences.

Lifestyle brands

Lifestyle brands have tapped into the pet culture too. Mercedes partnered with Loki_The_Wolfdog to promote its new luxury SUV and Dior partnered with fashion dog influencer tikatheiggy, an Italian greyhound with 2.9 million followers, on this TikTok partnership.

Pet influencer marketing supports the industry’s growth and consumers’ love of pets. Its authenticity, combined with solid engagement rates and the power to persuade consumers, makes it an ideal marketing tool for pet and lifestyle brands. Reach out to us to chat about what makes pet influencer marketing campaigns effective.

Influencers:

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Marketers:

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