The New Pet Influencers Outselling Celebrities

Issue #204

June 18th, 2025

Quick Hits:

♾️ Proof that content ideas utilizing pets are nearly endless

👃 How dogs measure time when you leave the house

💊 Zesty Paws founder raises $3M for his new pet wellness brand

🤝 Antelope acquires pet insurance provider, Doggo

🦷 Vimian acquires veterinary dental care company, AllAccem known for its sealant product

Welcome to 2025, where credibility beats clout and pet parents are done with cute pun-laden videos. They want real answers, not just entertainment.

The Numbers Don't Lie: Micro Beats Macro

Here's the reality check your marketing budget needs:

• Micro influencers (10K - 100K): 3.7% conversion rate 

• Macro influencers (100K+): 2.4% conversion rate

• Pet-focused creators: 5% engagement rate vs. 1-3% influencer average

Translation: That TikTok vet with 100K followers is likely driving more sales than the celebrity with 2M followers.

PS - many of the folks we will share today are definitely in the macro camp, but were very much in the micro category not that long ago; these accounts have seen rapid growth in the past couple of years.

They’re great for showcasing the content framework for the pet professional POV.

Meet Your New Marketing MVPs

Why This Shift Is Happening (And Why It Matters)

1. Trust Is the New Currency

• 61% of consumers trust influencer recommendations over brand content

• 82% more likely to follow micro-influencer advice vs. generic ads

• Pet owners treat their animals like family - they want expert advice, not celebrity endorsements

2. Education Sells Better Than Aspiration

• 92% of TikTok users take action after watching relevant videos

• How-to content gets algorithm love

• Contextual product placement feels helpful, not promotional

3. Algorithm Evolution Rewards Substance

• Platforms prioritize meaningful engagement (saves, shares, comments)

• Educational content consistently outperforms lifestyle posts

• Authenticity fatigue is real - audiences are over #ad posts

What's Actually Moving Products in 2025

The Demo Revolution

Forget posed photos. Winning content looks like:

• Vet demonstrating dental chews in teeth-cleaning tutorials

• Trainer using specific toys during behavioral tips

• Groomer showcasing tools during viral makeovers

Result: Products sell out after expert features because viewers understand the "why," not just the "what."

**Videos that aren’t overproduced tend to perform significantly better

Affiliate-First Partnerships

Smart brands are ditching one-off fees for:

• Commission-based deals (creators earn per sale)

• Unique discount codes for tracking

• Long-term ambassador programs (sometimes equity is given)

• Content reuse rights for ads and social

The Payoff: Creators become genuine advocates, not just paid promoters.

Story-Driven Case Studies

Instead of "buy this shampoo," successful campaigns tell stories:

• "Watch this rescue pup's skin transform over 2 weeks"

• "3 signs your cat has allergies + the solution that worked"

• Real before/after narratives with expert guidance

Your Action Plan: How to Win Social in 2025

Step 1: Find Your Experts

Look for creators who:

• Have professional credentials in pet care

• Consistently educate their audience

• Generate high engagement (comments asking questions)

• Naturally discuss products in problem-solving contexts

Step 2: Collaboration, Not Dictation

• Give creative freedom - they know their audience

• Ask what educational angle would work best

• Let them integrate your product into their expertise

• Skip the rigid scripts that scream "#ad"

Step 3: Build Full-Funnel Partnerships

• Start with educational TikTok content (e.g., "3 signs your dog has separation anxiety")

• Include clear call-to-action directing viewers to link in bio or website

• Drive to educational landing pages with deeper content (if necessary - usually for new product category or high-ticket item)

• Present product as solution with creator's discount code

• Capture emails for nurture sequences and follow-up offers

• Optimize content for long-term SEO/LLM value

Step 4: Structure for Success

Smart Partnership Models:

• Base fee + performance bonuses

• Affiliate commissions (10-15% is standard)

• Free product + sales percentage

• Co-branded content opportunities

Step 5: Think Long-Term

• Secure content reuse rights

• Create evergreen educational pieces

• Repurpose creator content as paid ads

• Build ongoing ambassador relationships

The Bottom Line

While your competitors chase vanity metrics, smart brands are building relationships with creators who actually influence purchase decisions.

The new formula is simple:

• Expertise > Celebrity status

• Education > Entertainment

• Trust > Reach

• Micro > Macro

Pet parents need solutions from people they trust. Give them experts who can solve problems, and watch those conversion rates soar. Authenticity is absolutely key, these creators need to genuinely believe in and use your product.

Or else you and the creator run a high risk of incinerating the line of trust.

Time to update that influencer strategy spreadsheet...

Search interest in “probiotics for dogs” has seen steady, long-term growth over the past five years, rising from ~50K monthly searches in 2020 to over 90K today.

While there are typical seasonal fluctuations, the upward trajectory signals a strong shift in consumer behavior toward proactive, supplement-based pet care.

An 8% increase in the past month alone highlights accelerating interest, possibly driven by new product launches or heightened awareness through social media and vet-led content.

This trend reflects a broader consumer movement: dog owners are treating gut health as foundational, not optional.

You reached the end, you deserve a treat 🍖

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See you Friday!