Why dogs—and not humans—are becoming the most trusted faces online
Move over, humans. According to a study published in the Journal of Advertising Research, the internet’s most influential stars might just be covered in fur and walk on four legs.
A team of researchers from the University of Strathclyde in Scotland found that pets—especially dogs—make more trustworthy social media influencers than people. Known as “petfluencers,” these charismatic animals have been quietly taking over our feeds for years. Now, science confirms what dog lovers already know: people trust pets more.
What Makes a Petfluencer So Effective?
To understand why petfluencers are winning hearts and brand deals, researchers created fictional ads for products like peanut butter and wine. They then tested two versions—one featuring a human influencer, and one featuring an animal.
The result? The pet version outperformed the human in every way.
“Petfluencers offer distinct advantages compared to human social media influencers,” said Dr. Laura Lavertu, the study’s lead author. “They’re perceived as more genuine and sincere.”
And it makes sense. Pets aren’t chasing clout, and they don’t get caught up in scandals. When a dog loves a treat or gets excited over a new toy, it feels real—because it is. That sincerity builds trust with followers, especially in a time when people are growing weary of polished, overly produced content. Some experts even refer to this shift as “influencer fatigue.”
Dogs Are the New Marketing MVPs
Let’s face it—when a dog gets excited about something, it’s impossible not to smile. That tail wag? Instant happiness. That zoomie after a peanut butter snack? Pure joy. And that’s exactly why dogs are becoming the secret weapon in the world of advertising.
Brands have figured out that people connect emotionally with animals in a way that feels real and honest. Whether it’s a pup snuggling into a plush dog bed or going wild over a treat, those moments strike a chord with viewers—and that connection translates into trust.
With pet spending in the UK topping nearly £8 billion ($10 billion) each year, companies are looking for fresh, trustworthy faces. And more often than not, they’re finding them in furry, four-legged influencers who bring a little extra heart to every post.
From Treats to TikTok Fame: Meet the Petfluencers Cashing In
One of the biggest stars in the petfluencer world is actually a cat—Nala the Cat. With 4.5 million followers on Instagram, she’s built a brand empire that includes everything from cat food endorsements to mobile games, reportedly bringing in over £80 million.
But don’t worry, dogs are right behind her.
Pups like Tucker Budzyn (the golden retriever with a big personality), Doug the Pug (a red carpet regular), and Crusoe the Dachshund (known for his hilarious costumes and adventures) have become household names. These dogs are racking up millions of views, landing sponsorship deals, and showing the world that a wagging tail might just be the most powerful marketing tool around.
And the best part? They’re doing it by simply being themselves.
While not every dog is destined for influencer superstardom, even smaller pet accounts can have a big impact—especially when authenticity and trust are top priorities for brands.
The Future Is Furry
Researchers from the University of Strathclyde say this is just the beginning. They hope to continue exploring how and why petfluencers succeed, and what role animals could play in the future of marketing and brand partnerships.
For now, one thing is clear: in the world of social media, dogs aren’t just man’s best friend—they’re also the most reliable marketing partners around.
So the next time you see a dog happily chomping a new treat on Instagram? It might just be the most honest product review you’ll find all day.
