Dog mom, filming with her dog.
What is a dog influencer?
A dog influencer is a dog who has amassed a whopping following on social media and has acquired, through trust with its followers, the ability to influence them to buy a product or service. And they gain the support of their followers by publishing quality content that intrigues them.
A dog influencer can affect the purchasing decisions of dog-loving people because of his/her authority.
According to journalist Shane Snow, who studies human behavior, the more generous a person is, the more influential they are:
This comes down to the hidden psychology of trust. Most of us instinctively try to build trust by proving to people how good we are at things. But it turns out that subconsciously the most important element of trust for us is how benevolent we think the other person is toward us. So a person—whether it’s an Influencer with a capital I or just a human who wants to be influential—will gain more trust by being generous than by displaying competence.
What makes one human more influential than another is not ultimately a function of the setting, but a function of their generosity, their ability to inspire awe, their ability to introduce new things to our lives, and their ability to help us find value and feel valued.
And this is exactly what dog influencers do. They invite us into their homes, make us feel special, and introduce new things into our lives.
Top 5 dog influencers
When you watch videos of a cute dog on Instagram that you like, you start to think:
This dog makes me happy…
This dog is adorable…
This dog is letting me into its life.
But SUBCONSCIOUSLY, you start to think something else too:
I. Trust. This. Dog.
Even after an influencer has recommended a product to you and you buy it, you may not realize that they “sold it” to you because of the expertise or authority they have in your eyes.