In today’s fast-moving digital marketing landscape, social media influencers (SMIs) are central to brand strategies. Yet with the rise of “influencer fatigue” – where audiences become sceptical of sponsored content – a surprising hero has emerged – the ‘petfluencer’.
A recent study published in the Journal of Advertising Research by Lavertu, Kulow, Cowan, and Marder (2025) sheds light on why ‘petfluencers’ could be a brand’s best friend. Their research finds that pets, when acting as influencers, are often perceived as more sincere than their human counterparts, leading to greater engagement and consumer willingness to buy.
The Power of Perceived Sincerity
At the heart of ‘petfluencers’ effectiveness is a simple but powerful concept: sincerity. Unlike human influencers, who are sometimes seen as motivated by money or status, animals are viewed as naturally honest and free from ulterior motives. This innate perception makes audiences more likely to trust endorsements that come from a pet’s profile, even if, behind the scenes, a human manages the account.
The study found that audiences engaged more with posts from ‘petfluencers’, demonstrated greater willingness to pay for endorsed products, and rated ‘petfluencers’ as more genuine compared to human SMIs. Interestingly, these effects were not just about “cuteness” — it was the deeper sense of authenticity that made the difference.
Matching Mindsets Matters
The researchers also discovered that how consumers think – particularly their tendency to anthropomorphise (i.e., attribute human-like qualities to animals) – plays a big role. Consumers who naturally humanise animals are even more receptive to ‘petfluencers’, especially when the marketing message focuses on the present moment rather than distant future benefits.
To maximise impact, ‘petfluencer’ campaigns should be present-oriented and create narratives that highlight the pet’s personality.
Practical Implications for Brands
For marketers feeling the strain of rising costs and scandals around traditional influencers, ‘petfluencers’ offer a compelling, cost-effective, and lower-risk alternative. According to the study, brands can amplify effectiveness by:
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
- Selecting ‘petfluencers’ whose audience is likely to anthropomorphise pets.
- Crafting concrete, present-focused messages.
- Emphasising the pet’s role as a sincere “advocate” of the product.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
While human influencers will continue to dominate the scene for now, ‘petfluencers’ offer a refreshing antidote to the growing cynicism around sponsored content. As brands search for authentic ways to connect with audiences, a wagging tail or a purring cat might just be the key to unlocking genuine consumer loyalty.
Reference:
Lavertu, L., Kulow, K., Cowan, K., & Marder, B. (2025). Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers. Journal of Advertising Research. https://doi.org/10.1080/00218499.2025.2463707.
