What Brands Should Look For in a Pet Influencer in 2025

Carly Thomas
May 7
8 min read

If you’ve ever found yourself wondering, “Should we hire a dog with 100K followers?”. First of all, love that for you. Second of all, as someone who is that dog content creator, I’ve got some insider thoughts to help you figure out what actually matters when choosing a pet influencer (in my opinion, don't come for me, okay?)

I’ve worked with dozens of brands, big names, small shops, and everything in between, and I’ve learned that great partnerships don’t happen by accident. They’re built on trust, creativity, and a shared understanding of what success looks like. Here’s what to look for in a pet influencer before you slide into a creator’s DMs.

Let’s start with why pet influencers have become such a go-to for brands in the first place.

Why Pet Influencers Work So Well

Pet influencers aren’t just fluffy faces with big followings, they’re powerful marketing tools that create something more emotional (and more effective) than your average sponsored ad. Here's why brands keep turning to the paws and whiskers of social media:

1. Emotional Connection = Higher Trust

Pets instantly build an emotional connection. Followers form real attachments to these animal “characters” and, by extension, the creators behind the account. When those creators recommend a product, it feels like a trusted friend giving advice, not just another #ad.

2. Niche Targeting That Converts

Want to reach dog moms in their 30s who shop organic and buy more clothes for their dog than themselves? There’s a pet influencer for that. Pet creators often can have niche audiences that are already primed for pet-related products. This leads to stronger click-through rates and better ROI than mass-market campaigns.

3. Content That’s Built to Perform

There are a lot of pet content creators out there who understand the value of storytelling. Brands get shareable, authentic, and scroll-stopping media that feels native to the platform.

Want the receipts? According to the Digital Marketing Institute, only 3% of consumers say they’d consider a product promoted by a celebrity, compared to 60% for an influencer. That’s a huge difference. And since over half of shoppers are checking social media and blogs on their phones while browsing in-store, it shows just how powerful accessible, relatable content really is.

Traits That Make a Great Pet Influencer (From a Brand’s POV)

Now that we’ve covered why pet influencers work so well, let’s talk about what to look for in a pet influencer when deciding who to work with. Because here’s the truth: not every cute dog account is brand-ready. A solid partnership needs more than just a cute face and a few thousand followers.

Here are the key traits that brands should prioritize when choosing a pet creator to work with (and yep, I may or may not be describing myself a little too).

1. Authentic Engagement Over Vanity Metrics

Repeat after me: followers don’t pay the bills; engagement does.

Brands often get distracted by big numbers, but a high follower count means nothing if no one’s actually interacting with the content. Look at story views, comment quality, saves, and DMs. That’s where the real value lives.

An engaged community that laughs at the inside jokes, asks for product links, and genuinely cares about the creator’s pets? That’s gold, brand gold.

💡 Bonus tip: Ask to see insights from recent posts or stories, not just the highlight reel. A good influencer will be happy to share.

2. Brand Fit and Shared Values

You know that feeling when you see a collab and go, “Oh yeah, that's the perfect fit!”? That’s what you want.

Great partnerships happen when a brand’s mission aligns with the creator’s lifestyle and values. If a pet influencer regularly talks about pet nutrition, wellness, or enrichment, and your product supports that, match made in marketing doggie heaven (Since all dogs go there anyways, right?)

For example, I don’t promote products I wouldn’t give to my own pets. I've turned down over $30,000 in brand deals because my values didn't align with what the brand was offering or promoting.

3. Content Quality and Versatility

Candid content is fun and engaging, but let’s not forget about quality, too. The best dog and cat influencers can blend a mix of funny and relatable content with high-quality professional photography and videography, too.

Having a creator who can wear multiple hats (I own and wear A LOT of hats, just look at my Instagram page) is a major win.

If you’re looking for an all-in-one creator who can shoot your campaign, edit it, and make it look like a cozy ad that people actually want to watch; hi, that’s literally what I do as a full time content creator here at HerCozyCrew. 👋

4. Transparency and Professionalism

You’d be surprised how many “influencers” ghost brands, miss deadlines, or send low-quality deliverables. 😅

Strong communication, clear timelines, and a collaborative attitude make all the difference. I’ve worked on tight turnaround campaigns, been a brand ambassador for a major pet retailer, and even at trade shows—and I always make sure brands feel like they’re in good hands.

Also: don’t sleep on contracts, briefs, and expectations. A real pro won’t flinch at the paperwork; in fact, they highly encourage it.

5. Relatable but Trustworthy

The best dog and cat content creators are the ones who feel like a friend… but also someone you trust when they say, “This product’s worth it.”

Your audience shouldn’t feel like they’re being sold to. They should feel like they’re being let in on a helpful tip from someone they trust, someone who genuinely uses the product.

Common Mistakes Brands Make When Vetting Pet Influencers

Even the best brands sometimes miss the mark when figuring out what to look for in a pet influencer. And honestly? It’s not because they don’t care, it’s usually because they’re looking at the wrong things.

Here are a few common mistakes I see all the time (and how to avoid them):

1. Only Looking at Follower Count

We’ve all been there, scrolling a page with 200K followers and thinking, “Wow, this person must be crushing it.” But the truth is, numbers can be deceiving. Bought followers, bot engagement, or just plain old unengaged audiences can make a big account look better than it is.

Instead of follower count, look for things like:

Average views on Reels or TikToks
Comment quality: Are people responding like a community, or does every comment say “cute”?
Is the content creator actively engaging with their audience or are they just pumping out content without taking the time to actually communicate with their followers?

2. Ignoring Past Brand Partnerships

Before you reach out, scroll back a bit. How does the creator talk about brands? Are they copying and pasting captions? Are they replying to comments on their sponsored posts?

You want someone who blends branded content into their regular posts without making it feel fake. Bonus points if they’ve worked with brands in your category!

3. Not Asking for a Portfolio or Examples

This one is HUGE. Don’t just rely on what’s on the feed. Ask for a portfolio, media kit, or examples of past work. A good content creator/influencer will have these ready to show you.

You can view my brand portfolio right here on my website.

4. Not Defining the Goal of the Collab

Every partnership should start with clarity. Are you trying to boost brand awareness? Get UGC for ads? Drive conversions? Too many campaigns fail because the brand and creator weren’t aligned from the start.

5. Skipping the “Vibe Check”

This one’s underrated. Ask yourself: Does this creator feel like a match?

If your brand is calm, earthy, and natural, and the creator is all neon graphics and poop jokes… maybe not a fit. Style matters. Tone matters. Pick someone whose audience overlaps with yours and who can speak your brand’s language fluently.

How I’ve Helped Brands Create Pet Content That Converts

I’ve been lucky to work with some truly amazing brands over the years, companies that care about pets just as much as I do. And while the deliverables might vary from project to project, the goal is always the same: create content that looks good, gets noticed, and drives results.

Here’s how I do that:

1. I Tell a Story, Not Just a Sales Pitch

My content doesn’t start with “use my code!" It starts with an engaging hook to keep the viewer engaged from the start. I weave the product into a story that feels organic but entertaining.

For example, in a recent holiday campaign with Henry’s Photo Centre, I showed how I used their printing services to create cozy, pet-themed gifts for my mom (including a mug with Widget’s face on it: iconic). It was sweet, relatable, and shared by fellow pet parents looking for unique gift ideas.

2. I Shoot High-Quality Photos and Videos That Brands Can Repurpose

Because I'm also a professional photographer, I don’t just shoot content for my audience, I shoot content that also works for the brand’s website, ads, or social media. You’ll never get low-res screenshots or shaky clips from me.

Want proof? Just ask brands like Furbo, Adaptil, or Veterinary Formula. They’ve all used my content in their marketing materials and I love seeing my work out in the wild!

3. I Build Trust With an Audience That Listens

This one might be the most important. My community doesn’t just watch: they engage. They ask questions, tag their friends, click my links, and (most importantly) trust my opinion.

I’ve built that trust by only recommending what I genuinely use, by keeping my captions honest, and by making sure every sponsored post still feels like me. That’s what keeps people around, and that’s what makes content convert for brands like you.

Final Thoughts: Choose Creators Who Feel Like a Match, Not Just a Metric

At the end of the day, working with a pet influencer isn’t just a line item on a marketing checklist, it’s a relationship. The best results come from partnerships that feel aligned, intentional, and genuinely fun for everyone involved (including the pets of course).

Don’t get too caught up in numbers or trends. Look for creators who make content that makes you smile. Someone whose values align with yours. Someone who actually knows what it’s like to get the perfect shot. (Hi. Again. It’s me.)

If you're a brand looking for a creator who gets it, someone who can tell stories, build trust, and create high-quality pet content your audience will love, let’s chat. 🙋‍♀️

👉 Visit my portfolio or reach out here to see how we can work together.

FAQ – What Brands Want to Know About Pet Influencers

1. What should I look for in a pet influencer’s media kit or portfolio?

Look for more than just follower counts—focus on examples of past brand work, audience demographics, engagement rates, and content quality. Bonus if they’ve got a well-organized portfolio page (like this one 😉).