The exponential growth of social media platforms has also seen the stellar rise of the social media influencer.
Simone Stevens, Account Director in our animal health team, spoke to one of these increasingly influential voices – the owner of Bruno the mini dachshund.
Brands in the FMCG (fast-moving consumer goods) space are beginning to understand the importance of working with the right influencers for their target customers. By tapping into key audiences, brands can gauge valued opinion to help shape the future of their products, as well as engage with new audiences, drive searchability and, of course, increase sales.
Coupled with the increase in pet ownership and the ubiquity of owners posting about their pets on social media, it’s no wonder we have seen a rise not only in the number, but also in the relevance, of ‘animal influencers’.
Lindsey Sander owns Bruno the Miniature Dachshund, a dog famous for his adorable Instagram account, which has more than 97,000 followers. She talks to us about how she sees the industry developing, and best practice for brands wanting to work with animal influencers.
How has the last year been for Bruno? Have you seen any changes in the pet influencer social landscape?
It’s been a great year! It’s fantastic to watch Bruno’s following (Instagram: @brunotheminidachshund) grow and we’ve had so many amazing opportunities.
We’ve noticed the impact of the changes to how some social media platforms work. For example, the changes to the Instagram algorithm and how that’s affected engagement levels. It’s keeping us on our toes, and getting us to think more creatively when it comes to planning content.
Do you feel the online animal world is still growing?
Definitely. I’m always amazed at the impact of social media. I think the UK is a bit behind on this front when compared to the USA, but brands seem to be slowly catching on.
Do you have any tips for brands wanting to collaborate with you and Bruno?
Keep things original and fun. We love things that are outside the box or a little bit different. Listen to the human behind the account – we know our audience and what will and won’t work, so let us work collaboratively and put forward ideas. Customers want an honest review, and knowing that someone has been paid to write about something will ultimately swing their decision when it comes to purchasing. I’ve pulled out of jobs where we have been forced to write content that just didn’t fit with our style.
Where do you see Bruno and the blog going in the future?
I got a GoPro recently so I’d love to start creating more videos. I really want to start blogging and keeping our website more up-to-date too.
You can read more about animal health digital influencers in our animal health trends report. Email firstname.lastname@example.org for a copy.