What do bow tie-wearing dogs on Instagram and sassy cats with massive TikTok followings have in common? They’re offering powerful new opportunities for pet brands to connect with consumers. And along the way, pet influencer marketing — a tactic proven to increase brand awareness and trust among pet owners — is giving compelling new meaning to the term “animal attraction.”
Consider this data that speaks not only to the power of influencers for brands in the pet category and beyond, but also to the sway animal influencers can lend to pet brands:
- According to Sprout Social research, nearly half (49%) of consumers make regular buying decisions as a direct result of influencer-shared content.
- According to a 2023 study cited by Marketing Scoop, animal-driven social media accounts spur engagement rates three times as high as those of human influencers.
- A 2024 research article published in the journal Psychology & Marketing showed that pet influencers can effectively increase consumers’ willingness to buy the products they promote.
“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,” says Courtney Olbrich, chief growth officer and pet care category expert at Brandon. “By showcasing products in real-life scenarios with their furry companions, pet influencers offer a unique blend of authenticity and emotional connection that traditional advertising simply can’t replicate.”
How to find the right influencers for your pet brand
To find the right pet influencers for your brand’s marketing efforts, focus on identifying candidates whose audiences align with your target demographic, leveraging the best social platform for your campaign and employing the right tools to aid your search, all while prioritizing authenticity and niche relevance. Here’s more on each of these keys to finding the right fit:
Match your target audience
Look for influencers whose followers fit with your ideal customer profile, whether they’re nutrition-focused dog owners or eco-conscious cat lovers.
Research platform fit
Seek out influencers using social platforms where your audience is most active. Instagram is great for visual content, TikTok for engaging videos, and YouTube for in-depth product showcases. We offer helpful guidance on choosing the right platform for your campaign objectives.
Seek authenticity
Look beyond high follower counts to seek out influencers who cultivate genuine relationships with their followers as seen in thoughtful comments, meaningful conversations and a community that actively engages with their content.
Focus on niche relevance
Partner with influencers whose content aligns with your brand’s mission, whether that’s pet health, outdoor adventures or stylish pet accessories.
Amplify your search with tools and resources
Use influencer marketing platforms or social listening tools to find and evaluate potential collaborators. GRIN is a leading influencer marketing platform, while popular social listening tools include Sprout Social and Hootsuite.
How much do pet influencers charge?
The cost of working with pet influencers can vary widely, with the rates they charge typically hinging on their follower count, engagement rate and the type of content needed. As an example, micro-influencers (influencers with fewer than 100,000 followers) in the pet industry typically charge $100 to $500 per sponsored post, while macro-influencers (influencers with more 500,000-plus followers) can charge more than $10,000 per sponsored post.
For brands just getting into pet influencer marketing, it’s a good idea to start small by partnering with micro- or nano-influencers (influencers with fewer than 10,000 followers) to test impact and ROI before taking a deeper dive. And to keep costs down, you may want to consider negotiating rates or even offering product exchanges for newer influencers with smaller followings.
How do I measure pet influencer results?
Once your brand has launched an influencer marketing campaign with a pet influencer, tracking the success of your partnership starts with requesting clear and actionable data. Metrics that measure important outcomes such as reach, engagement, website visits and conversions can help you understand the campaign’s impact, identify areas for improvement and plan for future collaborations. Here’s more on each of these standard metrics used to gauge the performance of pet influencer marketing campaigns:
Review engagement metrics
Ask for data on likes, comments, shares and saves to measure how well the content is resonating with the intended audience.
Measure reach and impressions
Understand how many people are seeing the content and how often it appeared in their feeds.
Evaluate click-through rates
All your influencer campaigns should include a traceable call-to-action such as a swipe-up link or affiliate link. Once implemented, use it to track data on influencer clicks vs. non-influencer clicks to evaluate the traffic to your website or online store.
Assess conversions
While pet influencer campaigns have value beyond conversions, most brands name conversions as their top priority. Track the number of actions taken as a direct result of your campaigns, such as purchases, sign-ups or downloads. These metrics provide insight into how effectively the influencer’s content is driving tangible results for your brand. (But we’d encourage you to consider the value of the reach, impression and shares pet influencers bring to your brand as well.)
Brandon: Here to help you fetch more success in the pet industry
Need help finding the pet influencers that can help deliver tangible results for your brand? At Brandon, our team of skilled pet marketing experts has extensive experience in the pet industry — and we know how to put powerful tactics like influencer marketing to work to help your brand connect with more pet owners and drive more brand loyalty. Contact us today to discuss all the ways we can unleash your pet brand’s marketing efforts.