5 Influencer Marketing Best Practices for Pet Brands

Today, many pet owners treat their furry (or feathered, or scaly) friends like family. In fact, 91% of millennials regard parenting a pet as an essential part of their daily routines, highlighting just how devoted today’s pet parents are to giving their companions the very best. From premium pet food to custom toys and trendy accessories, most pet parents do a lot of research before making a purchase for their pets — and social proof plays a crucial role in influencing these purchases.

That’s where influencer marketing comes in. It’s a great way to connect with pet parents and showcase your brand’s offerings in an authentic, relatable way.

In this 3-part series, we’re unleashing influencer marketing strategies tailored specifically to pet brands. First up, we’re sharing five best practices every pet brand should follow when working with creators. Let’s dig in!

1. Diversify your influencer pack.

Pet parents resonate most with influencers whose pets mirror their own. Whether their companion is a playful golden retriever, a sassy tabby cat, a talkative parrot, or even a chilled-out bearded dragon, showcasing diverse pets ensures your content strikes a chord with a wide range of potential customers. 

But don’t stop at species diversity. Consider partnering with influencers who reflect various lifestyles and interests. For example, a hiking enthusiast with an adventurous dog might appeal to outdoorsy pet parents, while a stylish cat mom could attract pet owners who value aesthetics and luxury. Additionally, working with influencers who have rescue animals or pets with special needs can help convey an inclusive and compassionate brand message. 

The key is to create a well-rounded portfolio of content that feels relatable and inspiring to all types of pet owners. This not only broadens your audience but also helps potential customers see their own pets reflected in your campaigns.

2. Highlight your brand values.

The pet industry can be a dog-eat-dog world, with countless brands offering everything from treats and toys to health supplements and grooming services. To stand out, you need to play up your unique brand values. 

Start by identifying what sets your brand apart. For example, if you focus on clean ingredients, emphasize how your products are free from harmful additives and made with natural, wholesome materials. If durability is your selling point, showcase testimonials or demonstrations of how your products withstand the test of time (and teeth). For service-oriented brands, highlight how you make pet parenting easier, whether it’s through subscription services, personalized recommendations, or convenient delivery options. 

Whatever makes your brand special, ensure influencers emphasize these qualities in their content. By doing so, you’ll capture the trust and loyalty of pet parents who prioritize these same values. Plus, it’s a great way to build a community of likeminded pet owners. 

3. Incorporate educational content when relevant.

To build trust and stand out from competition, education is key. Partner with influencers with credentials, such as veterinarians, dog trainers, or knowledgeable pet parents, who can credibly discuss the benefits of your offerings.

Educational content doesn’t have to be dry or overly technical. A creator who’s a veterinarian, for example, could create a video explaining the importance of omega-3s in a dog’s diet, while showcasing your supplement as a convenient source. Alternatively, a pet trainer might share tips for managing anxiety in pets, recommending your calming treats as part of the solution.

By providing actionable, expert-backed insights, you’ll not only build credibility but also help pet parents make informed decisions. This positions your brand as a trusted authority in the industry, which can significantly influence purchasing behavior.

4. Build a story around your products. 

Storytelling is a powerful way to connect with pet owners. Encourage creators to give their pets a voice by crafting fun, engaging narratives around your products, complete with captions or subtitles from the pet’s “perspective.” 

For example, check out how creator @goldenchilaquil brought pet food brand Blue Buffalo to life with this funny video. 

In addition to humor, influencers can tell stories about how your products fit into their daily lives. Whether it’s a calming treat that helped a nervous pet during a thunderstorm or a durable toy that became a puppy’s favorite companion, these stories resonate deeply with pet parents. They also provide context for how your products can solve common pet-owner challenges, driving stronger emotional connections with your audience.

5. Repurpose content for maximum impact.

Pet owners love seeing relatable content featuring others just like them. The good news is that you now have a goldmine of diverse pet content to repurpose across all of your marketing channels: organic social, paid ads, email campaigns, your website, and so on. 

Influencer content works particularly well in paid ads. In fact, studies show Instagram Partnership Ads achieve 53% higher CTRs and 19% lower CPA, and TikTok Spark Ads see 69% higher conversion rates and 37% lower CPA. We recommend leveraging these native ad features to turn your engaging pet influencer content into high-performing ads that easily draw in your target audience.

Hot tip: Wherever you’re repurposing content, ensure you’re including a clear call-to-action like “Shop Now” or “Visit Our Store” to guide your audience down the sales funnel. 

Up next, learn how 3 pet brands are leading the pack with their amazing influencer marketing strategies.

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