Grumpy cat Tuna

Analysis

March 17, 2022

Rise of the petfluencers: How Instagram-famous pets became big business

Influential pet parents have turned their animals into social media stars. Brands are just starting to realise their potential.

Adam Green

6 min read

It was a face that launched a thousand memes. Grumpy Cat’s unblinking stare and look of perpetual peevishness turned her into an instant celebrity after her picture was first posted online in 2012. In the years before her death in 2019, the furious feline amassed a following of 2.5m on Instagram, and drew millions of hits on YouTube, raking in a fortune endorsing everything from cereal to video games. Her page continues to post posthumously (including, yes... an NFT range).

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Fressnapft picture of dog reaching under water for a toy
10 petfluencers did underwater shoots with pet food company Fressnapf
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Adam Green

Adam Green is a science and technology writer and editor based in London. He tweets from @AdamPenWord

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