Study Confirms Pets Are Better Social Media Influencers than People

Social media accounts of cats and dogs promoting products have an upper hand when it comes to trustworthiness, a new study shows. 

In recent years, our four-legged companions have become extremely popular on social media. Some are so popular that they have amassed millions of followers on their social media accounts. This trend has created a new word - petfluencer, a domestic animal that has a dedicated social media account where its owner posts about it. 

Some petfluencers have become famous, generating an impressive income. The world’s richest cat, Nala, is probably the best example. With 4.4 million followers on Instagram, Nala Cat has an estimated net worth of $100 million.

But what makes cats and dogs better influencers than people? A new study found that petfluencers have an unexpected edge over human influencers in terms of trustworthiness. 

The study, published in The Journal of Advertising Research, examines how animals’ endorsements of brands, as seen in petfluencer accounts, affect consumer response. 

Researchers from the University of Strathclyde in Scotland analyzed what makes petfluencers successful by comparing them to human influencers. For this study, researchers created fictional advertisements for products like peanut butter and wine. 

When these advertisements were shown to an audience, the results were surprising, but clear - petfluencer has surpassed the human influencer in terms of consumer response.

The study also found petfluencers to be even more effective when their message matched a consumer’s focus on immediate satisfaction and pleasure. 

Researchers also discovered that the number of sponsored posts affects an influencer’s perceived sincerity. As the number of sponsored posts by human influencers increases, their perceived sincerity is declining, likely because of “influencer fatigue”.

Human influencers are often seen in a negative light if their persuasive intent is clearer if people believe they endorse products and brands they don’t use or believe in just to get paid. 

According to the researchers, this is most likely the reason why petfluencers could be a good alternative for more sincere endorsements. 

On the other hand, pets aren’t obsessed with material things and offer a more genuine alternative to human influencers, and brands have started to notice their value. 

More advertising agencies are turning to petfluencers to promote brands, and they often earn as much as their human counterparts. 

“Petfluencers offer distinct advantages compared to human social media influencers,” said Dr. Laura Laverty, study author and lecturer in Marketing at the University of Strathclyde. 

“While the persuasiveness of human influencers often stems from their relatability or aspirational appeal, petfluencers are seen as more genuine and sincere. Because they are pets, they have no hidden agenda,” she explained.

Pets don’t come with the baggage or scandals that follow some human influencers, which makes them seem more trustworthy. 

Although petfluencer accounts may appear like they are managed by the pets themselves, they are often run transparently by the pet’s owner. Like human influencers, petfluencers often work with advertising agencies to handle brand partnerships, while staying in charge of the type of content they post. 

Famous petfluencers like Nala Cat are in high demand and endorse a large number of products. For example, Nala the cat recommends an array of products, from cat food to mobile games. 

The research team believes future studies will validate their findings and explore the growing presence and influence of pets in social media. 

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