The trend for online pet pages has been continuously growing in popularity. Brands including Bodyshop, Dyson, and Ralph Lauren collaborate with them to promote their products, People around the world are trying to turn their four-legged friends into social media stars, and there are talent management firms which specialize only in pet influencers.
Pets produce the most universally favored content of social web: cat and dog-content.
Compared to other types of influencer profiles, pet influencers are significantly different. Instead of reflecting problems than human influencers may touch upon, pet influencers’ content brings us together by entertaining us. Pet content usually doesn’t include major political agenda, strong opinions or messages.
What’s more, pet content does not make us feel bad about ourselves, since we don’t compare ourselves with pet influencers. Pet content often resonates with our state of mind and makes us feel good, which is something we all value.
From the brand’s perspective, having an ambassador that will 100% resonate with your audience is a complete win. Working with influencers is often connected with worrying about the influencer’s reputation. No brand wants to get an embarrassing experience as the result of media covering something inappropriate that the influencer said or did. From this point of view, pet influencers are very similar to virtual influencers – both can be fully managed by the brand.
Perhaps most importantly, animals are genuine and authentic by nature. Dogs can’t put on a fake smile.
The world of “petfluencers” includes not only adorable dogs and cats but even bunnies, hedgehogs and insects, garnering millions of followers from around the world.
HypeAuditor, in its new research, examined Instagram accounts of Pet influencers to find common patterns and features, and also compiled the most complete and relevant top list of Instagram petfluencers.
The majority of pet influencers are Micro-influencers – 43.82%
Pet influencers’ content has a higher engagement rate compared to the worldwide engagement rate.
The majority audience of pet influencers are female – 61.46%
The majority of pet influencers – 44.13% – are from the US
For the majority of pets from the list, Instagram is not the only platform, they also have accounts on TikTok and YouTube.
Distribution of Petfluencers by Tiers
For our research we have analyzed influencer accounts from HypeAuditor Discovery Database in the Animals category. In total HypeAuditor’s Database has over 11M Instagram accounts and only 37.2K (0.3% of all creators) post in this category.
The number of Macro and Mega pet influencers is limited.
The majority of pet influencers are Micro-influencers (44%).
Influencers’ remuneration for a post or a story depends on many factors, such as creator’s number of followers, engagement rate, content production costs and so on.
In the graph above we provide average market prices in US dollars for a pet influencer’s post, but you must remember that there are always exceptions.
Petfluencers Engagement Rate
Engagement Rate or ER is a commonly used benchmark measuring creator’s success on Instagram as it determines how well the audience connects with creator’s content.
Highly engaging content with many likes and comments often stand a better chance of organically appearing on an Instagram feed. The average engagement of pet influencers is higher than the worldwide average for all tiers. Followers are more engaged with pet influencers’ content.
Audience of Petfluencers by Age and Gender
The audience of pet influencers is largely female – 61.46%. Core audience of pet influencers are women aged between 18 and 34 years old.
Distribution of petfluencers by countries
The majority of pet influencers – 44.13% – are from the US. This is not suprising, according to a recent survey done by Mars Petcare US, 1 out of 6 pet owners in the USA has created a social account specifically for their pet.
List of Top 5 petfluencers
Instagram followers: 10.2M
Engagement rate: 0.74%
Yearly growth: 13%
Estimated post price: n/a
TikTok followers: 20.9M
YouTube subscribers: 274K
Instagram followers: 4.4M
Engagement rate: 1.1%
Yearly growth: 6.6%
Estimated post price: $2,669–$4,804
TikTok followers: 196K
YouTube subscribers: 28.5K
Instagram followers: 4M
Engagement rate: 2.03%
Yearly growth: 4.3%
Estimated post price: $11,696–$21,054
TikTok followers: 3.3M
YouTube subscribers: 330K
Instagram followers: 3M
Engagement rate: 4.29%
Yearly growth: 6.1%
Estimated post price: $16,883–$30,390
TikTok followers: no
YouTube subscribers: no
Instagram followers: 2.9M
Engagement rate: 5.99%
Yearly growth: -7.8%
Estimated post price: $14,735–$26,523
TikTok followers: no
YouTube subscribers: no