Copyright Fast Company
If it’s one thing that can consistently break the internet, it’s pets. Take Pancho the diva: The 1-year-old English cream mini dachshund started his career early in the fame-hungry world of LA, and is now a celebrity with 148,000 followers on Instagram. “We created this personality of this dog that is a diva and a brat who loves the lavish, luxury lifestyle—but his poor little parents can’t afford it,” says his owner, Felix Levine, entrepreneur and host of the popular podcast Unlike Me. He and Serena Kerrigan, founder of the dating game Let’s F**ing Date, are seasoned content creators, so when friends joked about giving their new dog an online persona, the idea stuck. “We thought maybe a ‘Dear Diary, I hate my parents’ vibe,” Felix recalls. Subscribe to the Daily newsletter.Fast Company's trending stories delivered to you every day Privacy Policy | Fast Company Newsletters The content quickly evolved into vlogs with AI-powered voice-overs, where Pancho shared his spoiled rants at his parents. And the idea gained momentum: from Central Park to a European summer, Pancho’s following snowballed—gaining 30,000 followers in just two weeks. Brands took notice. Pancho’s first deal was with Five Below, followed by partnerships with Pet Life Unlimited, Target, Amazon, and even Kiehl’s. (Yes, the skincare giant now has a dog line). From toys to gourmet snacks and premium grooming, each partnership was endorsed with his signature “diva” flair. The pup’s collabs don’t scream ‘ads’, and that’s precisely why it works. In the last month alone, his posts reached 24 million viewers and drew over 9 million engagements, a rate many of his fellow human influencers would feel a twinge of envy for. With affiliate links, brand partnerships, and his own storefront, Pancho has a mini-media empire—and he’s only turning one. Levine and Kerrigan declined to disclose exactly how much revenue Pancho has generated, but confirm it’s in the six figures. The “petfluencer” trend isn’t new. But it’s just as profitable as ever. Charming, and delivers results A study published earlier this year in The Journal of Advertising Research found that pet influencers outperform human influencers, particularly since they’re seen as more sincere and trustworthy than their human counterparts, who are often met with skepticism due to perceived commercial motives. advertisement Social media endorsements from petfluencers have been shown to generate stronger consumer responses, including higher engagement and greater willingness to pay. Lead researcher Dr. Laura Lavertu, a lecturer in marketing at the University of Strathclyde in Glasgow, echoes this idea: “Petfluencers offer distinct advantages compared to human social media influencers. While human influencers often persuade through relatability or aspiration, petfluencers are seen as more genuine. They have no hidden agenda, no baggage, no scandals.” The study also noted that as the number of sponsored posts by human influencers rises, their perceived sincerity declines—a phenomenon researchers call “influencer fatigue,” which in turn makes pets a more credible alternative. (The more fur or legs you have, the more credible you are, apparently.) Some have even become household names: As reported by Forbes, TikTok user @princesshoneybellex, a big-shot Australian cat influencer, earned $74,148 in 2023 alone, surpassing the U.S. average salary. Could your pet create a cash flow? Our four-legged friends offer brands countless opportunities in the pet care market, which is anticipated to reach over $427.75 billion by 2032. And it’s not just pet-focused companies cashing in—larger brands like Dyson are tapping into the rise of petfluencers, partnering with celebrity pups to extend their reach in a way that resonates directly with pet owners. In today’s oversaturated media landscape, where ads are swarming from every corner, partnering with a celeb pet might be your smartest marketing move. As noted by The Journal of Advertising Research, “people follow and engage with petfluencers for the joy and entertainment that they bring, and are, overall, universally loved given their ability to communicate with diverse audiences and transcend cultural differences.” When Pancho first came home weighing just a pound and a half, his owners thought they were getting a dog. As it turns out, he’s now running his own business, landing brand deals—even managing his own intern to keep up with his demanding schedule.
