In Focus 🔎 | This is Puggy Smalls – an eight year old pug dog from Kent, and one of the most prominent pet influencers in the UK. But what exactly is 'petfluencing'?
Great Britain has always been a nation of dog lovers, but the lockdown restrictions brought about by the coronavirus pandemic saw an increasing number of households welcome a pet into their family. A staggering 3.2 million of us purchased a pooch between March 2020 and March 2021, with 34% of all UK homes boasting a pup.
It was the first of many viral hits; that same month, seven videos of Puggy garnered upwards of four million views. ‘There can be big money in it. If it’s a big brand working on a big campaign, it’s not unheard of for them to pay a £5000 retainer a month for their influencers to push out a few videos a month.’Research has also pointed towards animals prompting better engagement than humans. It’s no longerbreaking the internet: one study found a company posting a picture of a pet boosts brand engagement by 63%.
‘A lot of people talk directly to him,’ Nick says. ‘People will DM him to chat about the hard day they’re having.’ ‘There’s a misconception that they need to be fancy breeds to win work,’ Paula says. ‘If anything, advertisers prefer relatable breeds. We’ve worked with rescue animals who have gone on to get regular work and are widely recommended.’It’s not just dogs who can turn their paw to influencing – our feline friends can also be big money earners. The world fell in love with Grumpy Cat, real name Tardar Sauce, the kitten with a permanently soured expression in 2012.
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