Are Tuna, Toast, Theo, Rocco, Harlow, Sage, Indiana, Reese, Bikini the Pig, the Goats of Anarchy, and other Insta-famous pets all household names in your world? Do you follow and know all about their adventures and favorite products just as well as those of any other design star or tastemaker? Well, then we might just have the scoop on your dream job.
Much like fashion and lifestyle bloggers who adopt a persona for the internet, so too have some people adopted the voice of their pets in order to make a living through their social media feeds — in fact, one in six people have a social media account for their pet, whether they monetize it or not. And London-based company Petlandia, which publishes books based on photos of famous pets, wants to hire a new “Petworking Coach” to school future Instagram-famous pet owners on how to get those coveted followers, fans, and likes.
Pet influencers are big business, especially for brands trying to sell products — the pet industry now does $67 billion in business annually, according to industry magazine Pet Age, and growing approximately 10 percent each year. Apart from your standard toys and treats, luxury dog and cat products from interiors brands now include everything from $1300 Chesterfield-style dog beds and $600 Jonathan Adler dog bowls at Neiman Marcus to $300 “dog mattresses” from Casper. The parent company of Barkbox, the popular monthly subscription box service for dog owners (costing about $120/year), has grown so massively successful that they are just about to offer an IPO, Inc recently reported.
According to Quartz, the general baseline is that once a pet’s social media account has reached 100,000 followers they can get up to $2,000 for product placements and event appearances. The LA Times recently interviewed the “hoomans” behind several such Insta-famous pets, with these tips about how to make your dog or cat (or bird or pig or goats) a star through their Instagram account — and actually make money from it.
Existing “Petworking coaches” like Loni Edwards, loving mama to recently RIP Chloe the Frenchie, was inspired by the following her pup gained to launch the first ever talent agency for pet influencers called The Dog Agency in 2015 — and now Forbes calls her “the woman behind the most influential pets on the internet.” (TDA also appears to be hiring.)
Edwards told Forbes back in July:
“We have clients that are making $10,000, to over $15,000 per piece of sponsored content. But it’s well deserved, they’re providing incredible value for the brands they partner with. Pet influencers outperform human influencers in terms of engagement and virality, their posts are engaging across every age and gender, and consumers have an innate positive reaction to pet content and, in turn, associate those positive feelings with the given brand partner. In a nutshell, brands get more value from adorable pets.”
Indeed, according to Mashable, those figures are comparable to human rates: a social media influencer with 100,000+ followers can expect around $5,000 per post. And some influential designers and other creative professionals are seemingly hedging their career bets (or diversifying their revenue streams) by creating accounts for their own adorable animals — many Insta-famous pets have hooman creative directors, interior designers, and actors behind their small screens.
To learn more about the Petworking Coach position at Petlandia, read the full story over on Business Insider.