Stories

Working dogs: People buy when canines are selling

Dog with money in his mouth
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."