Pet Influencer Marketing: Complete Guide for 2025

By Alexandra Kazakova
17 min READ | Mar 16 2025

Pet influencers are shaking up digital marketing.

Their posts grab people's attention, sometimes getting more likes and comments than other influencers.

“For pet-brand marketers, the growing social trend of pet influencer marketing is providing a clear and effective way to capture the hearts (and wallets) of millions of pet lovers” - Courtney Olbrich, chief growth officer and pet care category expert at Brandon

Many brands are jumping on this trend to scale their marketing efforts.

The pet care industry alone is projected to reach $269 billion by 2025, with a significant portion attributed to social media influence.

This guide explores pet influencer marketing and offers tips for running successful campaigns.

Let’s dive in.

Ready to harness the power of pet influencers for your brand? Book a demo with inBeat to discover how our platform can elevate your marketing strategy.

TL;DR:

• Pet influencers drive high engagement – Some pets gain more traction than human influencers, making them valuable for marketing.
• The pet care industry is booming – Projected to reach $269B by 2025, with influencer marketing playing a key role.
• Finding pet influencers is easy – Use influencer platforms, social media searches, and agencies to connect with top creators.
• Engagement rates are high – Some pet influencers exceed 7% engagement, far surpassing human influencer averages (2.4%).
• Influencer marketing works in the pet industry – Trust, relatability, and emotional appeal make pet influencer campaigns highly effective.
• Types of pet influencers vary – From petfluencers and veterinarians to bloggers and celebrity pet owners, each offers different advantages.
• Best pet influencer marketing strategies include:
• Product reviews & unboxing videos – Showcase products in an authentic way.
• Giveaways & contests – Boost engagement and reach.
• Sponsored social media posts – Drive awareness among targeted audiences.
• Affiliate marketing & ambassador programs – Incentivize influencers to promote brands long-term.
• Live Q&A sessions – Establish credibility with expert insights.

Building a winning pet influencer strategy involves:

• Knowing your audience.
• Setting clear goals.
• Choosing the right influencers based on engagement, not just follower count.
• Creating compelling pet content.
• Establishing long-term partnerships.

Best practices include:

• Encouraging user-generated content & hashtag campaigns.
• Leveraging multi-channel marketing (Instagram, TikTok, niche pet platforms).
• Running seasonal & trend-based campaigns.
• Scaling with ads using high-performing influencer content.
• Continuously tracking, analyzing, and optimizing performance.

Successful pet influencer collaborations include:

• Crusoe the Dachshund x Heinz – Super Bowl campaign featuring Crusoe in a hot dog costume.
• Tinkerbelle the Dog x Ralph Lauren – Showcasing pet fashion in luxury branding.
• Ralphie the Skateboarding French Bulldog x Chem-Dry – Transforming a rescue dog into a brand ambassador.

Pet influencer marketing is growing fast – Brands should tap into this space now to maximize reach and engagement.

Want to start? inBeat connects brands with top-performing pet influencers to launch high-impact campaigns.

What Are Pet Influencers?

Pet influencers are popular creators on social media who attract large audiences by sharing engaging content. These creators can be humans or animals.

For instance, Nala Cat, a Siamese-tabby mix, boasts over 4.5 million Instagram followers and has collaborated with brands like Friskies and Petsmart.

Similarly, Doug the Pug has garnered 3.6 million followers, sharing entertaining reels that connect with dog owners.

Let's check their metrics with our free Instagram Engagement Rate Calculator to see if their content is genuinely effective:

@nala_cat has a high follower count (4.53M) but relatively low engagement (0.14%), showing the challenges of sustaining interaction despite audience size. This engagement rate is typical for mega influencers; in fact, niche nano-influencers usually have the most engaged audiences.

However, the average of 6.43K likes and 71 comments per post reflects the engagement trends in the pet influencer space, where content virality and emotional appeal drive visibility.

@itsdougthepug demonstrates a higher engagement rate (0.84%) than @nala_cat despite having fewer followers (3.63M). Basically, that means a more engaged audience.

With an average of 30.2K likes and 178 comments per post, this pet influencer shows that interactive content can drive deeper fan engagement – within and even arguably beyond the pet influencer space.

How Would I Find an Influencer for Dogs or Pets?

To find a dog or pet influencer, try using influencer platforms designed to connect brands with creators. These platforms allow you to filter by niche, engagement rates, and audience demographics.

Pro tip: Use inBeat’s influencer database to find top-performing pet influencers with strong engagement metrics and targeted audience insights.

Here’s us using the simple “dog influencer” keyword to reveal these profiles:

Alternatively, engaging an influencer agency can streamline your search, offering access to a curated roster of vetted pet influencers.

Pro tip: Partner with inBeat Agency to connect with high-performing pet influencers and launch data-driven campaigns that maximize engagement.

Or, you can use the search function on social media platforms. Type in relevant names, keywords, or hashtags like #PetInfluencer or #PetContent to uncover popular accounts directly.

Search engines are also useful tools because you can search for well-known pet influencers and related articles or mentions.

Pro tip: Always check an influencer’s engagement rate, analyze fake followers, and calculate potential ROI using inBeat’s free toolkit to ensure your marketing budget delivers real results.

Pet Influencer Stats and Trends

Let's dive into the latest pet influencer stats and trends to understand how brands connect with animal lovers online – and how you should leverage these opportunities:

Pet Care Industry Stats

The pet care industry keeps growing, even with financial pressure. In 2023, online sales jumped 13.4%, while in-store sales went up 5%.

Online shopping now makes up 39% of total pet care sales. But 80% of spending comes from shoppers who buy both online and in stores.

Millennials lead pet ownership, changing how people spend. They’re into organic food, behavioral training, and even cognitive testing for their pets.

This deep connection with pets is also driving the rise of pet influencers, with more owners running social media accounts just for their animals.

But how do brands tap into this growing market?

Let's look at some pet influencer marketing stats:

Pet Influencer Marketing Stats

As of 2025, Instagram hosts an estimated 2 million pet influencer accounts, collectively amassing over 40 billion followers.

Approximately 63% of pet owners follow at least one pet influencer on platforms like Instagram and TikTok.

The industry is valued at $24 billion as of 2024, which points to a really fast expansion.

Engagement rates for pet accounts often surpass those of human influencers. Some accounts achieve rates above 7%, compared to the average of 2.4% for human counterparts.

This high engagement translates into substantial earnings. In fact, top-tier pet influencers command over $15,000 per sponsored post.

These numbers prove that pet influencer marketing works. But why?

Let’s explore:

Why Influencer Marketing Works in the Pet Industry

Influencer marketing really clicks in the pet world for a few simple reasons.

• First, pet owners treat their furry friends like family and trust influencers who do the same. This trust increases engagement and sales.
• Also, pet influencers build real bonds with their viewers by sharing their authentic moments with pets. These kinds of posts really strike a chord with their followers.
• Plus, these influencers speak directly to specific types of pet enthusiasts. That means it’s easier for brands to reach the right crowd.
• Finally, let’s not forget about the power of seeing someone you admire using a product; it makes followers want to try it, too.

"By collaborating with a pet influencer, your brand can tap into these positive emotions, fostering strong connections with potential customers." - Aspire.io

But, to make sure pet influencer marketing works in your case, you have to do it right. And that means starting with the right influencers.

If you want to learn how to do that, jump into the next chapter:

Types of Pet Influencers

Let's break down the different types of pet influencers and what makes each one stand out:

Petfluencers

These animals have their own social media pages, run by their owners. You'll see loads of great photos and videos showing what the pet does every day, their little adventures, and how they use different products.

People really love how genuine and charming these accounts feel.

@bowie_the_siberian Bowie’s first time using a @surfercat leash 🐇 #leashtrainedcat #hoppingcat #catsoftiktok #foryoupage ♬ оригинальный звук - malifisenta007

When brands team up with these pet influencers, they get to connect with a bunch of dedicated followers who genuinely trust what the influencer says. It’s a cool way to show off pet products as they're used in real life, making them seem more reliable and attractive.

Pet Experts & Veterinarians

Veterinarians and animal trainers who share their knowledge online fit this category. They offer practical advice on pet health, behavior, and care, so they’re trusted voices in the pet community.

@cat_the_vet Everything our cats do is logical... to them! #catsoftiktok #catthevet #vettok #veterinarian ♬ deja vu - Olivia Rodrigo

Their endorsements matter because of their expertise. Working with them increases your brand’s credibility, especially for health and wellness products. These influencers create educational content, review products, and demonstrate how they work, all of which gives their audience useful information.

So, this transfer of trust after partnering with them makes your pet products more relatable and trustworthy.

Pet Owners & Bloggers

These influencers are regular pet owners sharing their experiences online. They post product reviews, pet care tips, and personal stories.

When public figures share pictures and stories of their pets on social media, they're not just posting cute content; they're reaching thousands, sometimes millions, of fans.

View this post on Instagram

A post shared by Pilaf, the little mouse 🐭 (@pilaf.littlemouse)

If you team up with these celebrity pet owners, it can really make your brand stand out. Just make sure their followers are the kind of people who would be interested in your products.

These posts, full of great photos and fun pet tales, not only draw attention but also give your brand a more relatable vibe.

Best Pet Influencer Marketing Ideas

We’ve covered the different types of pet influencers, but how can you use them? Let's explore the best marketing ideas:

Product Reviews and Unboxing Videos

Work with pet influencers to feature your products in unboxing videos and reviews. This puts your pet supplies in front of real pet owners in a natural way.

For example, an influencer could unbox your organic pet food, show what’s inside, and share their pet’s reaction.

Giveaways and Contests

Run social media campaigns with pet influencers who host giveaways or contests featuring your products. This drives engagement and gets more eyes on your brand.

Посмотреть эту публикацию в Instagram

Публикация от 🐈Gingi & Luna🐈‍⬛ | Cat Influencer & UGC Creator 🇨🇦 (@gingiandluna)

Partnering with an influencer to offer exclusive deals on pet care items can bring in a bigger audience.

Sponsored Social Media Posts

Get pet influencers to showcase your brand in their content. A sponsored post puts you in front of the right audience.

A popular cat influencer posting about your new cat toys? That’s instant engagement.

@ky.adventures #ad Adventure kitty gear tip Number 2: cat toys! 🧶🐈 I highly recommend these battery operated toys from @premierpetbrand for keeping your cats entertained and feeling content on the road! 👧🏼🚐💗🐈🐈‍⬛ #premierpetbrand #nomad #adventurecats #ontheroad #fulltimetravel #outdoorcats #traveltrailerlife #cattoys #cats #travelcats ♬ original sound - ky | adventures ☀️

Affiliate Marketing

Set up affiliate marketing programs where pet influencers get paid for increasing your sales. This motivates them to genuinely promote your products.

For instance, give influencers special discount codes for pet items, which they can share and push your brand.

Build long-term relationships with influencers who actually like your brand.

Using pet ambassadors translates into real connections and steady promotion.

Sponsored Blog Posts or Pet Care Articles

Team up with influencers who can naturally include your products in their helpful articles.

For example, a pet blogger could discuss different pet insurance options and mention your offerings in a way that feels organic and useful to the reader.

This approach makes your brand a go-to resource without sounding like a sales pitch.

Get Ready With Me (GRWM) Videos

Partner with influencers to create GRWM videos showcasing their pet's daily routines, including the use of your products. This provides relatable content for pet parents.

@ceceandherpups My sweat set and puffer vest can be found in my LTK! 💖 Also go check out my latest YouTube video for a full length vlog of our day in the snow!🏔️☃️ #dogmom #grwm #snow #grwmdogedition #dog #doglover #pets #outfit #style #fashion #getreadywithme #petowner #alo #aloclothing ♬ origin

A Day in the Life

Have influencers film a day in their pet’s life using your products. Show how your brand fits into real moments—mealtime, play, walks.

@stringersfarm1 Day In The Life Of A Baby Pig 🐽 #pig #piggy #baby #animals #animal #farm #farmlife #fyp #fypシ゚viral #trending #viral #cute #animalsoftiktok #funnyvideos #pets #petsoftiktok Live Q&A Sessions with Pet Experts

Team up with pet influencers for live Q&A sessions with veterinarians or pet experts.

@amirthevet Part 1 : The specific breed and age of sterilisation is at the end of the video! #dog #vet #vetadvice #fyp ♬ Chill Like That - Sunday Scaries & PiCKUPLiNES

These chats offer useful tips and show that your brand really knows its stuff when it comes to taking care of pets.

How to Create a Winning Pet Influencer Marketing Strategy

We've seen the best pet influencer marketing ideas. But how do we implement them?

Let's create a winning strategy together:

1. Know Your Audience

Figure out exactly who you're targeting. If you sell premium dog food, focus on dog owners who care about nutrition. If sustainability is your thing, highlight eco-friendly practices to attract like-minded pet parents.

Use tools like Instagram Insights to see who follows you and what content they engage with the most.

2. Set Up a Content Brief

Decide what you want—brand awareness, more sales, more newsletter subscriptions, and so forth. Keep your messaging clear and relevant to pet owners.

Choose the right platforms. If your audience is on Instagram or TikTok, that’s where you should be. Pick content formats that showcase your products best—photos, videos, live sessions.

Keep it simple. Give influencers a clear idea of what you expect—tone, style, hashtags, and deadlines.

3. Find the Right Pet Influencers

Pick based on your goals. Micro-influencers (10k-100k followers) usually have stronger engagement. Macro-influencers offer more reach.

Not sure which one works best for your needs? This free money calculator translates engagement rates and follower counts into business impact. Just introduce a creator’s handle, and you can see how much their content assets may cost:

Look beyond follower count. Check their comments, likes, and how they interact with followers. If the engagement feels real, they’re a good fit.

Make sure their content and pet niche match your brand. A cat influencer focused on feline health is perfect for a specialized cat care product.

4. Make Great Pet Content

Use high-quality visuals. Whether it’s professional photos or well-edited videos, make sure pets are the focus.

Mix it up—photos, videos, live streams, stories. A live Q&A with a pet influencer can increase engagement. Try these free ad mockup generators to test different formats for different channels. They’re really easy to use:

Tap into emotions. Humor, cuteness, or relatable pet-owner moments work best. Stories about pet adoption or rescue create deeper connections.

5. Build Real Partnerships

Work with influencers long-term. It builds trust and keeps your brand on their audience’s radar. A pet ambassador program is a solid option.

Let influencers have creative control. Their audience follows them for a reason—don’t make their content feel forced.

Tell a real story. Show behind-the-scenes product development or your brand’s commitment to animal welfare. People connect with authenticity.

Pet Influencer Marketing Best Practices

We've developed a winning strategy, but how do we perfect it?

Let's explore best practices:

User-Generated Content and Hashtag Campaigns

Get your audience involved. Run contests or challenges where pet owners share their stories. Ask them to post photos of their pets using your product—it builds community and keeps them engaged.

Make your own hashtag. Keep it simple, on-brand, and easy to remember. Push it across your channels so people start using it naturally.

Reuse what your audience creates. Share customer photos and testimonials to add credibility and build loyalty. People trust real experiences more than polished ads.

Multi-Channel Marketing

Customize your approach for each platform. Instagram thrives on polished visuals, TikTok demands quick, engaging clips, and YouTube works best for deep dives like product reviews.

• Pro tip: There are even niche social media channels for pets like Petzbe you can be on.

Cross-promote smartly. If an influencer posts about your brand, share it across your own channels and in your email marketing. It reinforces the message and gets more eyeballs on it.

Keep everything consistent. Your voice, style, and messaging should match across all platforms.

Seasonal and Trend-Based Campaigns

Use holidays and events to your advantage. Launch a special promo on National Pet Day to tap into the buzz.

Jump on viral moments. If a pet meme is trending, find a way to tie it to your brand. Stay relevant, but don’t force it.

Time your campaigns wisely. Post when your audience is most active to maximize engagement.

Scaling with Ads

Increase reach with paid ads. Turn high-performing influencer content into ad campaigns to get it in front of more people.

Be strategic with targeting. Use ad tools to hit the right demographics—the ones most likely to buy.

Spend wisely. Put more budget behind the platforms and content types that bring real results.

Measure, Adjust, Repeat

Track what matters. Engagement, reach, conversions—these numbers tell you what’s working.

Use analytics tools. Whether built-in or third-party, they help you see patterns and adjust accordingly.

Keep improving. Take what you learn and refine your approach for better results next time.

Pet Influencer Marketing Examples

Let's look at top pet influencer marketing examples that have captured audiences:

1. Crusoe the Dachshund and Heinz

Crusoe, a miniature dachshund known for his costumes and videos, partnered with Heinz for their Super Bowl commercial.

Dressed as a "hot dog," Crusoe highlighted the brand's playful side, engaging viewers and creating a memorable association with the product.

2. Tinkerbelle the Dog and Ralph Lauren

Tinkerbelle, a Papitese (Papillon and Maltese mix), transitioned from a rescue dog to a canine model and internet celebrity.

Ralphie, once labeled a "fire-breathing demon" due to behavioral challenges, found a new path as a skateboarding influencer.

After being adopted by experienced dog trainer Jason Lin, Ralphie was trained to skateboard. And he’s now showcasing his skills on social media.

His unique talent and transformation garnered significant online attention, leading to a brand ambassadorship with Chem-Dry.

Maximize Brand Engagement with Pet Influencer Marketing

You’ve seen throughout this guide how using pet influencers can really help you connect with pet owners.

It's all about using the natural appeal of these furry social media stars to grab the attention of your audience.

Think about it—when pet owners see engaging and heartfelt content, like adorable pet photos or useful product reviews, they’re more likely to interact with your brand.

Looking forward, pet influencer marketing is only going to get bigger.

Start putting out quality content that speaks to pet lovers, and use affiliate marketing to keep your strategy fresh and effective.

These moves will not only increase your visibility online but also place your brand right in the middle of the pet care conversation.

P.S. Want to tap into the power of pet influencers without the hassle of searching for the right creators? inBeat connects you with top-performing pet influencers who drive real engagement and conversions. Book a demo today and see how inBeat can scale your pet marketing efforts with data-backed influencer partnerships.

Frequently Asked Questions

Do pet influencers make money?

Yes. Pet influencers earn from paid social media posts, product reviews, and affiliate marketing. Pet food companies and pet brands pay for influencer marketing campaigns to reach engaged audiences. High engagement rates boost conversion rates, making pet influencer posts valuable. Some secure book deals or sell pet supplies. Fake followers hurt monetization, so use analytics tools to verify audience size and interaction. Creators with compelling content and genuine connections have stronger monetization opportunities.

How do I become a pet influencer?

Post high-quality content that builds an emotional connection with pet parents. Share pet care tips, playful antics, and engaging social posts. Track audience size with Instagram Insights. Nano and micro-influencers grow faster due to strong engagement. Use artificial intelligence tools to optimize content strategy. Partner with brands for influencer marketing campaigns once you build a loyal pet community.

Is there a pet social media?

Yes. While Instagram and TikTok dominate, pet-focused platforms exist (Petzbe, pawsr, Flockr). They connect pet influencers with pet businesses. Being active on these niche platforms can increase your digital engagement, social media presence, and organic traffic. Unlike mainstream pet influencer marketing campaigns, they help you target pet owners in their own spaces and build genuine connections.

How to start a pet Instagram?

Create a content-ready social media account with captivating pet photos and videos. Post engaging Instagram Reels and use hashtags to increase reach. Leverage influencer post collaborations and social media campaigns to grow. Track performance with analytics tools and improve your content strategy based on target audience response.