Instagram’s emotional selling point (and the everyman’s ostensible reason for posting, if I’m being cynical) is that it documents memories. As a result, pet Instagrams boomed the online marketplace. Dogs have en masse bought iPhones and Androids and flocked to various apps, much like their human counterparts. They savor the joys of Instagram and they’re addicted to TikTok. Dogs have made it a competition of sorts to post their flexes. The parks they go to, the tricks they learn, and their expensive raw diets are incorporated into their online presence. Self-consciousness in dogs is rising as more and more pups find themselves addicted to their phones.
Some accounts have millions of followers and hundreds of thousands of adoring fans. Endorsements, book deals, partnerships have become celebrity pooches’ main revenue stream. They live in custom-built dog homes, they get groomed once a week, everyone whats to know who they’re chewing. Their owners have turned people’s adoration for those of us most furry and made it into a means of income. Certainly, there is an intense bond between people and their pets. This bond borders on parent-child relationships (hopefully, save breastfeeding). People love seeing the bond they have with their pet reflected in content online.
Do pet accounts exploit dogs? How is social media affecting their mental health? Are they comparing themselves to other dogs? Are there photobanks crowded with imperfect out-takes that they revise and FaceTune? Unsurprisingly, millions are asking these questions every day. Evidently, the lucratively of dog blogging comes not just from owners. Advertisers swoon at pages that bring millions of eyes a day. There is money to be made on both ends, as influencer and company.
How are Dogs Making Money?
According to Loni Edwards, a manager for pets, people can make between hundreds to thousands per post of their pets. Income is dependent on following and engagement. Engagement with pet pages can come easily because people love dogs and animals. Dog influencers can create easily that which lures in prospective buyers. Their brands are family-friendly, warm, and funny. There isn’t a demographic they don’t touch. Their buyers originally started as those in the same niche as them. For example, pet-related companies often came to owners, asking if they’d like to sponsor their product in a post or story. It’s since branched out. Vacuum companies, hair care brands, and cleaning suppliers have been sponsored by pooches.
People who enjoy spending time with their pets make the most money. Those buying pets for exploitation’s sake or pushing their pets beyond their comfort zone don’t make as much. These owners don’t work with as many people because others can see that their pet is uncared for and unhappy. Working around a miserable animal causes a miserable experience. Obviously, people don’t want to repeat it. Just like when working with other people, you want to be a pleasant and enjoyable person to work with. Dogs, unlike humans, can’t sit around for five hours. They can’t do signings. Pups want to run and play. Of course, viewers and managers want happy, healthy dogs that are well-treated. Audiences hate seeing hurt animals, and sponsors hate it, too. Obviously, influencers who used their dog to make money and hurt them catch major backlash.
You can pitch to other non-pet exclusive companies. Often, pet influencers or their managers have to reach out to non-pet companies to sell their Instagram to. They can turn into lucrative income for the company because of the huge amount of varied people viewing their content. Frequently, sponsorship introduces brands to totally different groups of people around the globe and can re-purpose a company. Pets can make a company seem more universal, having an object in the background makes it seem homey and natural. Creating a treatment to demonstrate a pet’s brand and how they can be profitable can set up dog influencers with willing companies.
What’s a Treatment?
A treatment is a document you write up that demonstrates to producers how you plan on creating posts to sell advertisements. It’s traditionally used in TV/film, but it can be rethought of in the realm of online platforms. For example, you begin with what company you want to work with. Explained in the treatment is why you’d be a good match for them, why your viewers would like their product. First, you want to get why they would want you as a client. Second, the treatment continues to explain who you are, what your brand is, and what kind of viewers you attract. Thirdly, you want to show companies that you have a good reaction or engagement rate. You’re showing that the people following you trust your advice or posts.
Explained in the treatment is the kind of posts you’d make for them. You show how you plan them to look and feel. Treatments include how you plan to sell their product to your clientele. They show how a product or company fits in with your and their brand. They also include the amount of payment you’re looking for for the post or story. It explains why you’re asking that much and why you deserve it. This might be because of followers and the number of eyes you’re getting per post. It could be the rate of engagement. You could ask a certain amount because of how other companies have profited from a post you’ve made. Some influencers accept products in place of payment. If this is the route you want to go down, detail what you want in the treatment.
Growing a Dog Brand
Edwards said that the pet influencers that have the most success are those that are a bit different. They stand out, they’re apart from what’s normal. There are those with hedgehogs, monkeys, rats, snakes, spiders who benefit from having a companion that already is obscure or unique. Those who have dogs that are a little bit unusual can set themselves apart from the crowd in other ways. For instance, JiffPom is a Pomeranian with a silly haircut. Another example, Marnie the Dog has her tongue permanently hanging out from her mouth. Her eyes are huge and creepy. These little details make a dog noticeable from other pets.
Consistency is key to building a dog brand. Sticking to your niche and constantly posting and engaging with an audience will help build a steady foundation. For example, followers will know what you offer and want to see more content. Sticking to your niche or the unique aspect of your pet will readily identify you in your followers’ eyes. A brand is built through imagery and identification. When a viewer sees it so frequently, they establish what they are clearly.
How miserable and sad life would be without the accompaniment of our furry friends. The longing for pets and the relatability of having a pet bond users to their audience and creates a perfect environment to grow a huge following. Dog influencers serve as a perfect PG being that people of all ages can subscribe to, making it all the easier to reach out to a huge variety of companies and a great way to bond with your pet.