A Whole New Breed Of Influencer...

In the world of the Insta-famous, one group is raking it in without you even realising. Here’s what really goes into creating a global pet superstar.

- Daniella Scott

Watching the photographer set up, I am so anxious I swear you can hear my heartbeat – and, despite a strong breeze from the open window, the nervous sweats are taking hold. I look across the room at Wilma, who is ambling around the set, entirely relaxed. We’ve approached numerous modelling agencies without success and, just as I was beginning to worry it was starting to dent her self-esteem, this one seemed to like her. “She’s got that classic British look that advertisers really go for,” the stylist, Rebecca, tells me. “Her face is beautifully expressive and I think if she was dressed right she could have real potential.” I breathe a sigh of relief.

“She’s very nice-looking. Passed on all fronts,” the agency director, Melody, chimes in. Suddenly, I see a future of photoshoots, paparazzi and red carpets as I realise we’ve done it: Wilma is going to be a star. Just as soon as she stops licking between her legs.

I guarantee you’ve seen them on social media, retweeted their memes or maybe even bought their books. Pet influencers are the biggest thing to hit Instagram since unicorn – well – everything, and they’re definitely richer than you. Grumpy Cat has reportedly made around $100m, while Boo the Pomeranian (once a guest star in a Katy Perry music video), apparently earns $1m annually. These pets have book deals, apps, merchandise and advertising contracts with big names like Febreze and Mercedes-Benz. In an age where memes are a major form of communication, it’s no wonder these social-savvy pet influencers (or rather the owners that pamper them) are cashing in.