In recent years pets have earned the trust and admiration of users across social media with their cute and wholesome personalities, and according to science, they have now become even more popular than humans.
A growing number of “petfluencers”—household pets that boast their own dedicated social media profiles, regularly updated by their owners showcasing their lives—have become familiar faces in many homes. Some are even achieving notable fame. impressive profits.
One of the best-known examples is Nala the Cat, a Siamese-tabby mix who has garnered 4.5 million followers on social media. Instagram , who has reportedly accumulated approximately $80 million through endorsements ranging from cat food to mobile games.
However, what contributes to the popularity of pets? A study conducted by the University of Strathclyde suggests it’s due to their reliability.
The research article featured in the Journal of Advertising Research examines how using animals as endorsers affects consumers compared to human endorsers through simulated advertisements with both pets and people. The findings indicated that ads starring pets were more appealing to audiences than those with humans.
The research also highlighted the fact that the growing production of sponsored content by human influencers is leading to a general decline in trustworthiness, a phenomenon known as "influencer fatigue".
Often, human influencers They might be viewed unfavorably if their attempt at persuasion seems too obvious, or if others think they promote brands without genuine belief simply for financial gain.
In the meantime, pets, who are free from "envy, jealousy, elitism, and materialism," provide a more authentic option, and companies have begun to acknowledge their worth.
According to paper author and marketing researcher Laura Lavertu in a statement, "Compared to human social media influencers (SMIs), petfluencers present unique benefits. Human influencers typically gain their persuasive power through being relatable or inspiring aspirations, whereas petfluencers are perceived as more authentic and sincere."
Since they are pets, they have no ulterior motives. They don’t bring along the drama or controversies that can accompany human influencers, making them appear more reliable.
The reliability of a pet largely hinges on the owner’s inclination to attribute human traits to their animal companion. Often, imbuing pets with human-like qualities enhances their perceived dependability.
This, combined with a focus on the present moment, can make certain individuals more susceptible to being swayed by pet influencers rather than human social media figures.
Would you like to showcase your pet’s amusing and charming video clips or photos? Share them with us at life@Massima. Include some information about your furry companion, and they might be featured in our weekly Pet of the Week segment.
Reference
Lavertu, L., Kulow, K., Kirsten, C., & Marder, B. (2025). Petfluencers: The Formula for Authentic Promotions - Investigating How and Under What CircumstancesPets Demonstrate Stronger Influence as endorsers. Journal of Advertising Research , 1–16. https://doi.org/10.1080/00218499.2025.2463707
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