Pets Make Better Social Media Influencers Than People, Study Finds - Doggodigest

"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."

"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.""

A controlled comparison using fictional ads for products such as peanut butter and wine tested human versus animal influencers. The animal versions—especially dogs—outperformed human influencers across measures of trust, perceived sincerity, and engagement. Pets are perceived as more genuine because they do not chase clout and are less susceptible to scandals. Spontaneous behaviors like a dog's excitement over a treat produce visible authenticity that builds emotional connections with followers. Growing weariness of polished, overly produced content and rising influencer fatigue amplify pets' appeal. Brands increasingly use dogs to evoke joy and trust, making pet-driven campaigns a powerful marketing strategy.

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