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Everything you need to know
about Pet Influencers.

At Urban Paws UK we realise how important assigning the right digital creators to the right job is. We have years of experience identifying which of our amazing animals is best suited to each campaign, be that in terms of follower count, the platforms they use, or any specific skills.

What are Digital Creators?

Pet influencers also known as digital creators are the hottest new social media trend, with millions of Instagram, Facebook and Twitter users engaging with their content every day. They’re famous pets; usually (but not always) dogs or cats that share funny, cute, or informative posts covering a range of topics.
They typically have thousands of followers and can be categorised as nano (1k – 10k), micro (10k-50k), macro (50k-1m), or mega (1m+). These pets aren’t just cute, though; they mean big business for their owners. You need only read this article to see the lucrative value of the most successful ‘petfluencers’.
It’s not just pets and owners that have taken advantage of this profitable concept, as companies large and small have noticed the growing value in not just human social media influencers, but also pets.
You will regularly see organisations like TikTok and Warner Bros partner up with the biggest petfluencers, using discount codes, paid product placements, and giveaways
to deliver powerful ‘influencer marketing’ campaigns.

Get sniffed out by big brands.

Magazines, TV, and other traditional forms of advertising
no longer control the cultural narrative — influencers do.
This is why brands are jumping onto this whole influencer marketing thing, because it’s more effective and cost efficient for them.
You control the narrative of your own brand and have an audience that follows you because of your unique style
and voice.
You must know your audience very well in order to know how to pitch yourself to brands.

The road to pet stardom begins now.

If your pet has got the looks and the character, we have the experts to market them to the world! Our agency is the market leader within the animal influencer industry, so you and your pet will be represented by the best in the business.

See some of our stars in action.

Frequently asked questions

What are the different types of influencers?

At Urban Paws UK we work with bloggers, vloggers, and social media content creators.

With these talented pooches, felines, and other species, we facilitate the creation of powerful media campaigns, whether that be the creation of product placement posts, brand awareness through the user’s biog, discounts, giveaways, or more robust brand promotions, such as product review videos. We also look to pair up influencers and pet food brands who are a natural fit, in what we call ‘pet food affiliation.’

Sometimes our clients double up as pet models. These animals are naturally used to the camera and fulfil a double role as a model / brand ambassador. For example, we’ve had various dogs visit Google‘s head office in London to promote specific products. Of course, all of our pet influencers are perfect for modelling work, though some owners have more interest in it for their pets than others.

We divide influencers into four groups based on market reach and audience engagement. When choosing who to work with, however, it’s important to consider more than just selling rates; the awareness achieved by pushing your brand to niche markets can be exceptionally beneficial.

Is influencer marketing an affordable option for small businesses?

Influencer marketing is a cost-effective solution that is proven to offer greater returns than other digital marketing based strategies.

It’s been proven to outperform banner ads, for example, and is fast becoming the preferred method of advertising the launch of new products.

Here at Urban Paws UK, we offer custom campaigns that give smaller brands room to make an investment without the high-level risk normally associated with TLT marketing campaigns.

There is, however, a minimum threshold that needs to be met to cover the overhead cost of running a campaign. We explain this in depth when discussing the needs of our clients with them.

What are Micro-Influencers?

This is the biggest category of accounts, which have around 5000-10,000 followers and average drive for one post is around 25%-50% as they are able to interact with the audience one on one. It actually turns out that audience engagement decreases once a social media influencer reaches a huge number of followers. This is why micro-influencers are a reasonable (and more affordable) choice as their followers are interested in personal contact, which results in a higher engagement rate. Another attractive points are the affordability as they are cheaper than profiles with more followers in the same field of interest and personal nature of these accounts.

What are Macro-influencers?

Their audience ranges from 10,000 – 1 million followers and have approximately 5% – 25% engagement per post. They have a strong relationship with a particular field of interest like breed, travel, fashion and so on. Even though the engagement rate might seem to be low, they can reach up to 10 times more people than micro-influencers do. The result is that your brand is more visible and discussed by more people.

What are Mega-influencers?

Mega-influencers provide celebrity level endorsement. They reach up to over 1 million followers and receive around 2% – 5% engagement. This is also the most expensive group to work with. Choosing them is recommended to brands that are looking for a global reach. They are great for visibility and building brand awareness.

How does Pet Influencing work?

Partnering with pet influencers who interact with a service or product, creates adorable and shareable content for the brand across all social media channels. Actually, the product or service does not have to be related to animals to be presented by them to influence the potential customers. If pets promote a brand on social media, fans of that dog, cat etc. tend to remember those products or services. The marketing world has noticed the impact pet superstars have on people and started to use them to create brand awareness and promote products.

Why does it matter?

Pets increase brand notoriety and creates a pleasant and friendly personality for the products as pets are associated with positive feelings.

What brands collaborate with pet influencers?

Beyond brands specialising in pet food or pet insurance, there are companies who work with animals even though their field of activity has not much in common with them. Urban Paws UK has already worked with brands such as Samsung, Disney, John Lewis, Vets 4 Pets, Amazon, Vodafone, Netflix, Dyson and more to advertise a variety of products and services.

Who is using influencer marketing as part of their strategy?

Influencer marketing covers a wide range of industries and categories that are growing every day. Urban Paws UK has managed campaigns across a diverse range of categories from pet food, beauty, pet care, retail, events, health & wellness, charities, and much more.

How much does a digital creator campaign cost?

Each campaign is custom made to suit every client’s needs so it’s difficult to provide a standard pricing sheet. Cost varies across agencies, and will fluctuate based on a number of factors including number of influencers, labour costs, influencer compensation, and extra digital spend to promote the campaign.

Is influencer marketing an affordable option for small brands?

Influencer marketing is a cost-effective solution that brings greater returns than other digital marketing strategies. It’s been proven to outperform banner ads, for example, and is becoming the preferred method for marketing new product launches.

Urban Paws UK offer custom campaigns, which gives smaller brands room to make an investment without the high-level risk normally associated with marketing campaigns. That said, there is a minimum threshold that needs to be met to cover the overhead cost of running a campaign.

How do I get started on our first influencer campaign?

When a business decides to engage in influencer marketing they are best to hire a third-party agency to handle the details for them. Most brands are choosing to go with an agency because it’s more cost-effective, and is time-efficient.

What are the steps to launching a successful influencer campaign?

Our process guarantees genuine results. We customise each campaign so that our clients can be part of the process every step of the way. Urban Paws UK will select the right influencers, who are the right fit for your brand, to create the right content, at the right time, in the right place.

Is there a minimum number of followers a person needs to be considered an influencer?

There are many factors that are considered before we recruit a pet to our influencer network, and one of those is audience size. While there isn’t a set minimum, you do need to have a large enough audience to make a visible impact with your content. Impact is measured primarily in impressions, and engagements. The larger and more engaged your follower base is, the more likely we will hire you as an influencer.

How can the content be authentic if influencers are being paid to create it?

Influencers don’t just promote a product; they come up with useful ideas on how to use the product. Followers engage with this useful content, share it with their friends, pin it on Pinterest and come back to it later when they want to try the idea for themselves. Most influencers won’t publish content that doesn’t resonate with their audience or fit their own brand, and no agency worth working with would hire influencers who aren’t a good fit for a brand’s campaign.

Do influencers publish the content on every social media network?

Not every campaign has content published on every social media network. The big ones (Facebook, Twitter, Pinterest, Snapchat and Instagram) make up the majority of all influencer content published on social media. However, some campaigns simply resonate better on certain channels. Again what channels can be selected by the client.

How much are pet influencers paid?

This might be the most frequently asked influencer marketing question, but unfortunately, there is no straightforward answer. Every influencer is on a different rate, which is based on many factors and can vary between pets and campaigns. Some influencers have their own base price, which they wish to be paid, and others are happy to negotiate based on the ask for each campaign.

Who owns the content – the influencer or the brand?

Influencers retain the rights to their content, however brands can stipulate in their contracts with influencers to have exclusive rights to use the content for a certain period of time (or indefinitely.) If the contract says nothing about ownership or intellectual property rights, then the influencer has the copyright on that content and all rights associated with the copyright.

How using a Pet Influencer help you create awareness

Humans love for our furry friends is greater than ever, with millions of pet owners worldwide, the attraction of seeing animals on social media keeps on growing. People follow these pets and cute/fluffy or funny pets have the ability to sell a product to people of all different ages. Pet influencers can attract up to 10 times the amount of attention, compared to a human influencer. With this information, it is hard for companies to not use pet influencers to advertise their brand. People like pet content, and there’s higher ability to go viral. You have all the abilities of influencer marketing, plus factors that you don’t have for humans.

When is the right time to use a Pet Influencer?

When a particular pet has a mass following and brands start showing an interest in the animal due to their popularity. When a pet has the ability to engage an audience & establish a mass following then the time is right. It is also beneficial if the pet has worked with leading brands & can show versatility from reviewing products, blogging, good visuals and/or videos as well as conducting interviews. We work with the brands, and when it makes sense to work with dog influencers in our database, we reach out to them.

Our experience in dealing with Pet Influencers

We have had years of dealing with pet influencers and have noticed a huge increase especially on Instagram. Everyday pet influencers are proving more and more popular. The market is completely open when it comes to what products can be advertised making pets more appealing for brands compared to humans. Influencer marketing works because the influencers are trusted, brand relevant, are loyal & will advocate as well as having a high volume of followers that will influence the right audience.

Why should you use our pet influencers?

Many pets have boomed in popularity on social media, especially Instagram. With some animals having up to 1 million followers, it is no surprise that companies get these pets to advertise for their company to the masses of people who come to visit their pages every day. If you are looking for a pet influencer for your company, then look no further. At Urban Paws UK we have many pets that can be hired out for many different tasks. Some of our pets have featured in advertisements and have Instagram accounts with thousands of followers. Most importantly, pets can endorse products for a lot less money than actual human beings.

So if you have any inquiries on pet influencers or need a pet influencer for your company –get in touch today.

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big thing?

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