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Illustration: Rebecca Zisser / Axios

For several years, dogs have been among the biggest stars on Instagram, with hundreds of thousands of followers and enormous advertising deals. The reason? Many Instagram users trust dogs more than human models.

Why it matters: In an age where brands and platforms are radically rethinking how ads are produced and delivered to consumers, "animal influencers," as the ad industry calls them, produce sponsored content that people actually choose to follow and engage with. “People are going to get ads — whether it's banner ads, whether it's influencer ads," Loni Edwards, founder of The Dog Agency, tells Axios. "But they want to see them in a way that's going to make them smile."

The business: In 2015, Edwards, a Harvard Law graduate, left the corporate law world behind when she founded The Dog Agency, which manages pet influencers.

  • The Dog Agency has about 100 clients — dogs, cats, pigs, hedgehogs. The majority have hundreds of thousands of followers.
  • You might have heard of Harlow and Sage (1.6 million Instagram followers), The Dogist (2.9 million), and Tuna (1.9 million).
  • Edwards cites an "incredibly powerful" campaign that she did for Urban Decay, a makeup brand, involving numerous pet influencers. “It was about how Urban Decay doesn't test on animals, and it's about putting that message next to these pets that people already have a strong connection to," she said. Urban Decay did not respond to an email.
  • And there are ways to expand: The Dog Agency has its own pet content site called Pet Insider, and last month sponsored "PetCon," a weekend pet-focused convention in New York based around some of the agency's most famous animal influencers.

Why it connects: While animal influencers first came to prominence promoting pet-friendly products like Barkbox, a monthly dog-focused subscription service, the most prominent influencers today tend to work closely with human models. One approach is to embed an ad from a known human personality within a photo of an animal who consumers have already chosen to follow, and thereby get people not only to view the ad, but like and comment on it as well.

  • Animal influencers get more attention than human bloggers, Edwards said. Clients see the results. "By partnering with [animal influencers]," she said, "they're really resonating with their consumers on a deeper level."

One of the stars: Elle Drouin is owner of Mochi, a 3-year-old maltipoo who just cracked 100,000 Instagram followers. She said it's not uncommon for a single Instagram post to earn $1,000 (around $100 for every 10,000 followers). “Mochi definitely earns more then her keep," she told Axios. "She pays for herself and then some."

  • Mochi's recent deals include campaigns for Ralph Lauren, The Ritz-Carlton, Amex, Google, and Disney. The Ritz-Carlton deal scored Mochi and Drouin a swanky vacation to Aruba.
  • Drouin works, too: Drouin estimates that she works three to five hours a week on Mochi's brand. “I was sitting in my office," she said, "and I realized that I had spent two hours responding to emails for my dog."

Go deeper

1 hour ago - Health

CDC says some immunocompromised people can get fourth COVID shot

Photo: Noriko Hayashi/Bloomberg via Getty Images

The Centers for Disease Control and Prevention said in updated guidelines Tuesday that some immunocompromised people who have received either Pfizer or Moderna's COVID-19 vaccines will be able to get a fourth shot.

Details: People over 18 who are "moderately to severely immunocompromised" and have received three doses of an mRNA vaccine may get a fourth shot (of either the Pfizer, Moderna, or Johnson & Johnson vaccines) at least six months after getting their third Pfizer or Moderna dose, per the CDC.

2 hours ago - Politics & Policy

Scoop: Biden plan expected to include at least $500B for climate

Photo: Stephanie Keith/Bloomberg via Getty Images

The White House is privately telling lawmakers the climate portion of President Biden's roughly $2 trillion social spending plan is "mostly settled" and will likely cost more than $500 billion, two sources familiar with the talks tell Axios.

Why it matters: A pricetag of $500-$555 billion is a huge number and, if it holds, would likely be the single biggest component of the sweeping package. It also isn't far off from the roughly $600 billion proposed when the bill was expected to cost $3.5 trillion.

2 hours ago - World

U.S. presses Gulf countries to help resolve Sudan coup crisis

Jake Sullivan briefs the press. Photo: Chip Somodevilla/Getty

The Biden administration has asked its partners in the Gulf and elsewhere to press the Sudanese generals who carried out a coup on Monday to release captives including Prime Minister Abdallah Hamdok and to reinstate the civilian government, White House National Security Adviser Jake Sullivan said in a press briefing on Tuesday.

Why it matters: The U.S. has limited influence over coup leader Gen. Abdul Fattah al-Burhan and other military leaders, many of whom have close ties to Saudi Arabia and the United Arab Emirates.