The Rise of ‘Petfluencers’
Moo Deng, Grumpy Cat, Choupette: The Business of Cuteness
As well as being cute, animals can be formidable cash machines. Some, like Moo Deng, Grumpy Cat, or Choupette, have become influencers in their own right – much to the delight of the internet users who follow them on social networks, and especially that of their owners.
Moo Deng: The Star of Thailand’s Khao Kheow Open Zoo
Moo Deng, a baby pygmy hippopotamus, has become an internet sensation since Thailand’s Khao Kheow Open Zoo began sharing videos of her on social media. With her expressive eyes and chubby figure, it’s hardly surprising that she’s gained a massive following. The zoo, recognizing her viral potential, has made her one of its mascots, creating a range of clothing products bearing her effigy and running advertising campaigns featuring her.
Grumpy Cat: The Feline Icon
Grumpy Cat, real name Tardar Sauce, found fame when a photo of her as a kitten was posted on Reddit in September 2012. Her cranky-looking face, linked to a genetic condition called feline dwarfism, became an internet sensation, appearing in countless online memes and on merchandise like T-shirts, shoes, mugs, and more. Grumpy Cat’s owner, Tabatha Bundesen, and her brother Bryan, founded Grumpy Cat Ltd to manage the cat’s image rights and collect royalties, generating millions of dollars since her first photos were posted online.
Choupette: The Feline Companion of Karl Lagerfeld
Some animals have also become stars in their own right thanks to their owners’ fame. Choupette, the Burmese cat of the late fashion designer Karl Lagerfeld, is a prime example. With over 264,000 followers on Instagram, she’s sitting on a small fortune of over €3 million, thanks to the many advertising campaigns in which she’s starred. She’s also inherited as much as US$13 million from her late human.
The Business of ‘Petfluencers’
The hype surrounding Moo Deng is reminiscent of the online crazes for other famous animals. The business of ‘petfluencers’ is booming, with brands going crazy for these furry and feathered icons who win over netizens with their cuteness. In a study published in the journal Psychology & Marketing, researchers found that petfluencers engage consumers more than other content creators, as they are seen as being more credible than human influencers.
The Dark Side of ‘Petfluencing’
However, while their business potential is undeniable, the use of animals as ambassadors needs to be carefully considered by brands. After all, petfluencers need to be protected in the same way as their human counterparts. Case in point: Moo Deng has been the victim of cruel behavior on the part of visitors to Khao Kheow Open Zoo, some throwing shells at her or splashing her with water to get her to react. To protect their golden goose, the zoo’s director installed cameras around her enclosure and has threatened to take legal action against anyone who mistreats the hippopotamus.
Conclusion
The rise of ‘petfluencers’ is a double-edged sword. While they can bring in significant revenue and attention for their owners, they also require careful handling and protection. As the world of social media continues to evolve, it’s crucial for brands to consider the welfare of these animals and ensure that their use is ethical and responsible.
FAQs
- What is a ‘petfluencer’?
A ‘petfluencer’ is an animal that has gained a significant following on social media, often due to their cute or unusual appearance, and is used by brands to promote their products or services. - How much did Grumpy Cat generate in revenue?
Grumpy Cat is said to have generated millions of dollars since her first photos were posted online. - What is the estimated worth of Choupette?
Choupette is estimated to be worth over €3 million, thanks to her numerous advertising campaigns. - What is the purpose of the study on ‘petfluencers’?
The study aimed to investigate the effectiveness of using animals as influencers, finding that they engage consumers more than human influencers due to their perceived credibility.