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Why we trust petfluencers more than people: paws over posts

When it comes to social media influence, it turns out our furry friends might just have the edge over your favourite human influencer. Welcome to the world of petfluencers; where wagging tails and whiskered faces are rewriting the rules of digital trust.

In a recent study published in The Journal of Advertising Research, researchers found that petfluencers scored higher on trustworthiness compared to traditional human social media influencers. And honestly, it’s not that surprising. Pets don’t gossip, don’t get into scandals, and definitely won’t be papped falling out of nightclubs at 3am. They’re just here to be cute, compelling, and curiously convincing brand ambassadors.

Paws with a purpose

Petfluencers are pets with their own social followings, often managed by savvy human owners who understand both animal appeal and algorithmic strategy. Think Wrinkle the Duck jogging the New York Marathon or Nala the Cat casually racking up 4.5 million followers—and reportedly earning north of £80 million. These aren’t just pet projects; they’re brand empires on paws.

What makes them such effective marketers? It’s partly the novelty, sure. But more crucially, it’s authenticity. Unlike human influencers who might be perceived as “just doing it for the money”, pets bring a kind of innocent sincerity that today’s audiences, particularly younger generations, find utterly refreshing.

The stats don’t lie

In an experimental Instagram campaign, posts featuring petfluencers outperformed those with humans both in reach and return on ad spend. Not only did the animal-centric ads garner more views, but they also delivered a better bang for each advertising buck spent. When surveyed, audiences even noted that pet-led endorsements resonated more when tied to themes of immediate pleasure (think enjoying a treat or a cosy night in.)

What’s more, as influencer fatigue continues to creep into the culture (yes, we’re looking at you, #sponlife), audiences are increasingly turned off by overly polished, promo-heavy posts. Enter petfluencers, stage left, with their unfiltered charm and zero-agenda vibe.

No scandals. No shade. Just sincerity.

According to digital marketing expert Laura Lavertu, petfluencers offer “distinct advantages” because they’re free from the baggage that often follows human influencers. There’s no risk of a pet tweeting something problematic from 2009 or launching a dodgy NFT line. They’re not just cute, they’re clean (in every PR sense of the word).

What brands can learn

Partnering with a petfluencer might just be your smartest brand move. They’re trusted, they’re shareable, and they cut through the noise like a meow in a meditation room. Whether you’re selling peanut butter or promoting premium pet insurance, aligning your brand with the right paws can build trust faster than any person can say “link in bio”.

So, next time you’re scouting for your next influencer campaign, maybe don’t go barking up the wrong tree. Consider paws over posts, fluff over filters and sincerity over #sponsored.

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