If there is something that can constantly ruin the Internet, it is pets.
Take diva Pancho, for example: the 1-year-old cream-colored mini English dachshund started her career early in the fame-hungry world of Los Angeles and is now a celebrity with 148,000 followers on Instagram.
“We created the personality of this dog who is a diva and a brat who loves the lavish, lavish lifestyle, but his poor parents can’t afford it,” says his owner, Felix Levine, an entrepreneur and host of the popular Like Me podcast. He and Serena Kerrigan, founder of the dating game. Let’s go on a dateThey’re seasonal content creators, so when their friends joked about giving their new dog an online personality, the idea stuck.
“We thought maybe it would be a ‘Dear Diary, I hate my parents’ vibe,” Felix recalls.
The content quickly evolved into vlogs with AI-powered voiceovers, where Pancho shared his bratty complaints against his parents. And the idea gained momentum: from Central Park to a European summer, Pancho’s followers grew like a snowball: they gained 30,000 followers in just two weeks.
The brands noticed. Pancho’s first deal was with Five Below, followed by partnerships with Pet Life Unlimited, Target, Amazon, and even Kiehl’s. (Yes, the skin care giant now has a line for dogs.) From toys to gourmet snacks and premium toiletries, each partnership was supported with her signature “diva” style.
Puppy collaborations don’t scream “ads,” and that’s precisely why it works. In the last month alone, his posts have reached 24 million viewers and generated more than 9 million interactions, a rate that many of his influential human colleagues would feel a pang of envy about. With affiliate links, brand partnerships, and his own store, Pancho has a mini media empire, and he’s just turning one.
Levine and Kerrigan declined to reveal exactly how much revenue Pancho has generated, but they confirm it’s in the six figures.
The “petfluencers” trend is not new. But it’s as profitable as ever.
Charming and delivers results.
A study published earlier this year in The advertising research magazine found that influential pets outperform humans, particularly because they are considered more sincere and trustworthy than their human counterparts, who are often met with skepticism due to perceived business motives.
Endorsement from petfluencers on social media has been shown to drive stronger consumer responses, including higher engagement and greater willingness to pay.
Lead researcher Dr Laura Lavertu, professor of marketing at the University of Strathclyde in Glasgow, echoes this idea: “Petfluencers offer clear advantages compared to human social media influencers. While human influencers often persuade through identification or aspiration, petfluencers are seen as more genuine. They have no hidden agenda, no baggage, and no scandals.”
The study also noted that as the number of sponsored posts by influencers increases, their perceived sincerity decreases, a phenomenon researchers call “influencer fatigue,” which in turn makes mascots a more credible alternative. (Apparently, the more hair or legs you have, the more believable you are.)
Some have even become household names: As Forbes reported, TikTok user @princesshoneybellex, a top Australian cat influencer, earned $74,148 in 2023 alone, surpassing the median US salary.
Could your pet generate cash flow?
Our four-legged friends offer brands countless opportunities in the pet care market, which is projected to reach more than $427.75 billion by 2032.
And it’s not just pet-focused companies that are benefiting: bigger brands like Dyson are capitalizing on the rise of petfluencers, partnering with celebrity pups to expand their reach in a way that resonates directly with pet owners.
In today’s media-saturated landscape, where advertisements are everywhere, partnering with a famous mascot could be your smartest marketing move.
As pointed out The advertising research magazine“People follow and interact with petfluencers for the joy and entertainment they bring and are generally universally loved given their ability to communicate with diverse audiences and transcend cultural differences.”
When Pancho came home for the first time weighing only half a kilo, his owners thought they were going to buy a dog. Turns out he now runs his own business, lands deals with brands, and even manages his own intern to keep up with his demanding schedule.