The Dog Agency is a talent management company focusing exclusively on animal influencers. By that we mean animals (mostly dogs and cats) with active online followers.
Key quote from the New York Times article This Instagram Dog Wants to Sell You a Lint Roller:
There is now a talent agency based in New York that represents social-media celebrity animals. It is called the Dog Agency, though its 80-creature stable also includes a hedgehog, a pig and a pair of finger monkees with over a million followers.
The celebrity hedgehog is named Atticus. His Instagram feed includes ads for various products. Atticus, who writes surprisingly well for a hedgehog, even comments on the products.
For example, Atticus likes Burger King's Cheesy Tots. This despite being an insectivore and likely lactose intolerant. But hey, most of us eat things we shouldn't.
According to the founder of The Dog Agency, pets are great influencers:
"Pet influencers outperform human influencers in terms of engagement and virality, their posts are engaging across every age and gender, and consumers have an innate positive reaction to pet content and, in turn, associate those positive feelings with the given brand partner. In a nutshell, brands get more value from adorable pets."
Because they are such great influencers, celebrity pets "are making $10,000, to over $15,000 per piece of sponsored content".
In addition to being pet talent agents, The Dog Agency also curates the popular Dogs of Instagram (4+ million followers) and Cats of Instagram (over 8 million followers) feeds.
Regular readers know we like pet trends here at Small Business Labs.
We often make fun of these trends. But the trend towards pet humanization is an important trend with a broad range of economic, cultural and social implications.
The rise of pet celebrities is an interesting example.
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