Anyone who knows me knows that I have a dog. She was the best impulse purchase ever, she is the cutest thing in the world and I could write this whole blog about her awesomeness.
If I look like this long enough can I convince mum to give me a treat? 😏🍩 #echointime #mybestfriend #bordercollie #puppy #dog #pedigree #bordercolliesoftheworld #bordercolliesofinstagram #instapets #instalike #instagood #photooftheday #doglover #dogsofinstagram #dailydogfeatures #instapuppy #adorablepets #australia #dogsandpals #happy_pets #dogoftheday #puppygram #ohmydogmag #mydogiscutest #chocolatebordercollie #dogsofficialdog #petscorner #postmypic_tdp
As you may have assumed by now, she is also fairly spoilt. I’m not saying she only eats home cooked rib eye steak and gets carried around in a Prada bag (1. she wouldn’t fit and 2. I am a poor uni student and cannot afford Prada for me let alone her!) but she loves toys and I try and get her new things I think she might like when I can (read: all the time).
Australia has some of the highest pet ownership rates in the world with 60% of households owning at least one pet. As pets are more commonly becoming another family member, people are spending more and more money on them with boutique accessories, more premium food and supplements and gourmet/organic/paleo/vegan/gluten-free treats. Seriously. According to IBISWorld, the Australian Pet and Pet Supplies Industry is worth $4 BILLION in 2016 and continuing to grow every year!! That is a lot of dough!!
Now when I Bonnie arrived off the plane from Brisbane I knew she would take over my social media. I mean, how could she not? Alas, not wanting to be THAAATTT person, I made her her own Instagram and thus became that OTHER person.
My first beach trip 🌊🌞 it's great because you can dig anywhere!!!! 😃👍 #first #beach #summer #sun #sand #surf #holidays #puppy #dogs #dogstagrams #dogoftheday #mybestfriend #dogsofficialdog #officialpuppy #cute #dogs_of_instagram #pets #bordercollie #dogsofinstagram #petstagram #instapet #instapuppy #instalike #instagood #instadog #photooftheday #doglover #cutepetclub #igclubdogs #FyrahChooseMe
Little did I know back then but Instagram can be big business for some people, and even some pets. Some of these dogs have more followers than any of us can ever dream of and they are making a KILLING for it! Which, when you think about it makes sense seeing as social networking makes up over a quarter of all internet time. There is a whole world of potential marketing targets out there and more and more businesses are jumping on the bandwagon.
Many businesses (mostly pet-product related but also expanding into unrelated products depending on account popularity) utilise the large pet-loving communities on these Social Networking Services (namely Instagram in this case but also on many other platforms like Facebook and Pinterest) to target consumers directly via a Manufacturer Business Model with special focus on producing Brand Integrated Content (product placement) in conjunction with these #instafamous pets and their huge social media reach.
There are now specialised AGENCIES (and…) that focus on managing pet influencers and hooking them up with big brands for sponsorship deals. The Dog Agency manages some of the most famous pet accounts (such as The Dogist – who has 2.1 million followers and have also released their own Humans of New York style book) and has worked with brands like Google, Dyson, Ritz-Carlton and Nikon to name a few.
We all know (guessed) that insta-famous people get paid big bucks to hawk certain products but some of these insta-famous pooches with between 150,000 and 250,000 followers can make more than $3,000 (USD) PER POST!!!
Here are 6 of the most famous Instagram dogs you may (probably will) recognise:
Followers as of writing: 277 thousand
Schtick: this dog is the most handsome model ever and has since scored big ad campaigns for the likes of Coach, Victorinox Swiss Army, Ted Baker, American Apparel, Brooks Brothers, ASOS, Hudson Shoes, Revlon, Todd Snyder and Purina (just to name a few)
Followers as of writing: 577 thousand
Schtick: a beautiful border collie with beautiful photos and her own ‘Find Momo’ book
Followers as of writing: 1.8 million
Schtick: just a super weird looking dog that got turned into a meme
Doug the Pug
Followers as of writing: 1.9 million
Schtick: ‘The King of Pop Culture’; costumes, hilarious captions and celebrity selfies – need I say more?
Followers as of writing: 2 million
Schtick: another funny looking and adorable dog adopted from a shelter
Followers as of writing: 2.5 million
Schtick: This one I’m not too sure about. I think it just sits like a cat and is pretty cute in general?
Of course these dogs (and others like them) are in a league of their own. Menswear Dog listed above makes his owners about $15,000 a month from photo contracts, guest appearances and brand integrated content/sponsored social media posts. These cuties make so much money and it takes so much time keeping up their brand image that it becomes a literal full time job for most owners. And obviously the pet and the account becomes a brand in its own right. Worth it…?
Let me know what you think in the comments! An amazing and interesting new way to promote your brand or marketing gone too far?