Pet Influencers: The Social Media Stars Shaping Consumer Trust – What It Means for the Pet Fair World

Inspired by reporting from The Independent (original article by Vishwam Sankaran, April 9, 2025)

In a world where trust in social media influencers is starting to erode, a new study has identified an unlikely yet powerful alternative: pet influencers. These rising digital stars are transforming the way brands connect with audiences—especially at events like your next pet fair.

The Rise of the “Petfluencer”

The term petfluencer refers to domesticated animals, like cats and dogs, that regularly appear on social media accounts run by their human companions. These animals aren’t just cute—they’re also building loyal audiences, influencing purchasing decisions, and now, attracting serious attention from marketers, especially those participating in pet fair events.

A recent study published in The Journal of Advertising Research by researchers at the University of Strathclyde (Scotland) explored how brand endorsements by pets impact consumers, in comparison to endorsements by humans. The study involved fictional ads for products like wine and peanut butter to analyze reactions from a test audience.

Pets Outperform Humans in Influencer Marketing

The findings were clear: pet influencer posts generated more positive consumer responses than those from human influencers. In particular, petfluencer endorsements were more effective when they tapped into emotions tied to immediate pleasure and satisfaction.

This growing consumer trust in pets over people is a significant insight for anyone involved in pet fair marketing and promotion. As online audiences tire of over-commercialized content from traditional influencers, petfluencers offer an authentic and engaging alternative that resonates better with followers.

What This Means for Pet Fairs and Pet Brands

The pet industry is booming, and pet fairs are becoming critical touchpoints for brand discovery and audience engagement. In the UK alone, people spend nearly £8 billion annually on pets, creating massive opportunity for exhibitors and sponsors alike.

Dr. Laura Lavertu, lead author of the study, explained:

“Petfluencers offer distinct advantages compared to human influencers. While human appeal lies in relatability or aspiration, pets are viewed as more genuine.”

For pet fair participants, this presents a strategic advantage: integrating pet influencers into brand activations, event promotions, and product launches could significantly boost exposure and trust.

Behind the Scenes: How Petfluencers Work

Though their faces are furry and friendly, most petfluencers operate like well-run media channels. Their owners often collaborate with marketing agencies to coordinate brand deals while maintaining full control over creative content.

This level of professionalism opens new doors for pet fair organizers like InterPetFest —consider featuring petfluencers as special guests, event hosts, or even judges in competitions. Doing so could expand reach, attract attendees, and create viral social media moments during your pet fair.

Final Thoughts

Pet influencers are more than a cute trend—they’re becoming a trusted voice in the digital marketing landscape. With their perceived sincerity and loyal followings, they offer a compelling way to cut through the noise and build deeper brand trust.

If you’re preparing for an upcoming pet fair or launching a product in the pet space, this is the moment to consider how petfluencers can be part of your marketing mix.

If you’re preparing for an upcoming pet fair or launching a product in the pet space, this is the moment to consider how petfluencers can be part of your marketing mix.

One of the best pet fair to explore these opportunities in Vietnam is インターペットフェスト, returning in 2026 with even more exciting activities, brand showcases, and influencer-led content. InterPetFest brings together pet lovers, industry leaders, and trendsetters from across the region to celebrate the vibrant world of pets.

At InterPetFest, brands can connect directly with petfluencers, build partnerships, and reach thousands of engaged pet owners through curated experiences. From pet fashion shows to product showcases and live social media coverage, this is where the next big trends in the pet industry are born.

Whether you’re a startup launching a new pet care line or an established name looking to boost visibility, InterPetFest offers the perfect stage to amplify your message—especially through the authentic voice of pet influencers.

Learn more or register for booth space at InterPetFest.com and discover how your brand can thrive in the era of petfluencer marketing.