New Study Reveals Why Pet Influencers Build Trust and Why More Brands Are Partnering with Content Creators Like Us

When most people think about influencers, they picture the Kardashians or beauty gurus with perfectly curated feeds. But if you ask me...the real stars of social media have paws and a whole lot of cuteness.

Recently, an interesting academic pet influencer study caught my eye, thanks to my friend Princess Honeybelle, a cat influencer from Australia, who shared it on her LinkedIn. You can check out her adorable account here on Instagram. I’m so glad she posted it because it validates something I’ve known for years as a pet content creator: people trust pets.

What the Pet Influencer Study Found

The peer-reviewed study, titled "Petfluencers, the Fur-Mula for Sincere Endorsements: Exploring the Role of Pets in Influencer Marketing", was published in The Journal of Advertising Research in 2025. You can read it here.

Researchers discovered that audiences found pet influencers more trustworthy, more sincere, and more emotionally engaging than traditional human influencers. Yep, that's right, your cat’s Instagram might be doing more than just spreading cuteness. It’s driving results.

One of the key findings? Petfluencers increased purchase intention and positive brand perception, especially when the pet was featured as the "speaker" of the post. In short, when the message came from the pet, not just the person behind the account, people paid attention.

A 2025 study found that pet influencers are seen as more sincere and cost-effective than human influencers, making them a preferred choice for brand endorsements.

Why Pet Influencers Outperform Traditional Creators

Let’s be honest: pets don’t sell out.

Our content doesn’t come across as pushy or salesy because… it isn’t. Widget and Olive don’t care about brand deals (although they do love the treats I give them, come with being actors!). That’s what makes it authentic.

This study found that pets can serve as what they call "brand mascots with personality." That combo of sincerity and fun makes audiences feel more emotionally connected, which is exactly why pet creators have such loyal followings to begin with.

Real-Life Proof That It Works

As someone who creates pet and lifestyle content full time, I’ve seen firsthand how pet-led storytelling performs. Doesn't matter if I’m taking photos for a holiday campaign or creating a funny video about the sibling rivalry between Widget and Olive, it’s always the realness of the pets that gets people watching and sharing.

Audiences don’t just see Widget and Olive; they start to form a love and connection for them, and that emotional connection turns into engagement, trust, and, yes, purchases.

Why More Brands Are Getting on Board

It’s no surprise that big brands are starting to take note. From pet-specific companies to major lifestyle and home brands, everyone wants to get into that pet-powered connection.

When a pet influencer recommends a product, it doesn’t feel like an ad. It feels like a friend saying, “Hey, I tried this and it worked for me!” But instead of a friend, it’s Widget wearing a GPS collar while we're on our adventures, or Olive lounging in a cozy bed, promoting how she sleeps 22 hours a day in it. LOL.

So… What Does This Mean for Marketing?

Here’s the takeaway: if you’re a brand looking to build real and trustworthy relationships with your audience & followers, pet influencers are one of the best ways to do it.

We’re not just making cute content (although yes, there is a LOT of cuteness). We’re telling stories that connect with people emotionally, and that’s what drives results.

If you're a small business or a major brand, working with pet creators can add a layer of sincerity that’s hard to replicate in traditional ads. And now there's data to prove it.

FAQs Summary:

1. Do pet influencers really drive conversions?

Yes! According to the 2025 study, pet content boosted purchase intent and brand trust, especially when the pet “spoke” directly in the post.

2. What platforms are best for pet influencer content?

3. How can brands find the right pet influencer?

4. Are micro pet influencers worth working with?

5. How do I know if a pet influencer’s audience is legit?

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💌 Want to partner with a pet influencer who combines cozy vibes, real storytelling, and professional visuals? Click here to view my portfolio and connect!