Petfluencers have revolutionized the way brands promote pet products, bringing them into the spotlight on social media platforms like TikTok and Instagram. These influencers not only drive consumer interest but also reshape the image of devoted pet ownership. According to Jenny Tsai, CEO of WeArisma, the UK pet market is valued at £5.9 billion, with luxury brands like Gucci and Moncler generating millions in media value and engagement through their pet collections.
Published On: May 31, 2023
The Rise of Petfluencers in the UK Market
Whether it’s a behind-the-scenes look at Gucci’s latest line for pets, or a brand partner for a range of dog treats, petfluencers have catapulted brands’ pet products into the hands of millions of users that might not otherwise have searched for their products or even the relevant keywords on a traditional search engine. And that has immense power in not only driving greater consumer appetite for these products, but in shifting the image of what it means to be a devoted pet owner.
Jenny Tsai, Founder and CEO of influencer effectiveness solution WeArisma, says:
“The UK pet market has been valued at £5.9 billion and with 37% of Brits saying they would buy products for their dog based on recommendations on platforms such as TikTok and Instagram, we have seen an increase in the number of ‘petfluencers’.
“This has also become an important marketing channel for luxury brands with pet lines such as Gucci, Celine and Moncler. According to our influencer analytics, since the start of 2022, these luxury brands have generated a media value of $4.8 million and over 3.1 million engagement across key social channels with their luxury pet collections.”
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