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Meet The Woman Behind The World's Most Popular Pets

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  • Loni Edwards is the founder of The Dog Agency, a talent management company Described as the home of the most influential animals in the world

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    Via Forbes

  • The Dog Agency currently has over 100 clients under management, including some of the most well known animals on Instagram.

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    The agency handpick and cultivate the best talent to create premium content that appeals to fans and brands alike, as well as strategically connect the dots and streamline the collaboration process between celebrity animal clients, brands and media.


  • With client roster that includes Tuna Melts My Heart, Crusoe The Dachshund, Harlow and Sage and The Dogist, The Dog Agency also manages popular accounts like Dogs of Instagram (4 million followers) and Cats of Instagram (8 million followers).

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  • Represented animals gain media opportunities in leading outlets and brands

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    Outlets like BuzzFeed, People, The Today Show, The Wall Street Journal, The Huffington Post, Refinery29, Elite Daily, and Mashable. As well as brands like Google, Dyson, 20th Century Fox, Barneys New York, Accor Hotels, Purina, Merck and Nikon.


  • Pets provide incredible value for the brand they partner with

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    "We have clients that are making $10,000, to over $15,000 per piece of sponsored content," Loni Edwards told Forbes. "But it's well deserved. Pet influencers outperform human influencers in terms of engagement and virality, their posts are engaging across every age and gender, and consumers have an innate positive reaction to pet content and, in turn, associate those positive feelings with the given brand partner".


  • Not every human behind a pet has the time and dedication necessary to make their pet famous on social media.

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    "It's important to keep in mind that, while pet influencer content might seem fun, and at times silly, the human is doing a ton of work behind the scenes," Edwards told Forbes. "Crafting the brand for their pet, creating and editing content, posting regularly, engaging with their social media community and fans, it's a serious business. It definitely isn't a 'set it & forget it' approach.



  • So how can you make your pets Insta-famous?

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    "Content and engagement is key. Creating a clear brand for your pet, and staying authentic to that brand, is of utmost importance," Edwards said. "That includes creating quality content, writing witty and engaging copy, posting regularly and engaging with your current and potential fans".

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