A company in London is hiring a “coach” to help pets
become social media stars.
One in six pet owners have social media accounts for
A cottage industry of talent agencies and other
services has emerged to make your pet go viral.
The bizarre world of social media fame has reached a new level of
Petlandia, a London-based company that makes books featuring
people’s pets as the star, is looking for the world’s first
“social petworking coach” to help people turn their cat, dog,
pig, or other animal friend into a social media star.
Sound like a joke? It’s not. According to Petlandia, one in six
pet-owners have social media accounts for their pets
(even Mark Zuckerberg’s dog Beast has his own
Facebook page), and celebrity pets can make enough money
from product sponsorships and media appearances to keep their
human parents financially afloat.
Job responsibilities for the Petworking coach include creating
online webinars for interested humans around the globe, doing
private consultations with VIP clients, and mentoring clients on
social media best practices and strategies for growing online
Knowledge of the “pet influencing” world required
The world of pet influencers has spawned an entire industry of
its own. The Dog
Agency is a talent agency for pet influencers that was
started by Loni Edwards, former owner of the wildly
popular Chloe the
frenchie. On its website, The Dog Agnecy says
it have gotten clients “media opportunities” in outlets like
the The Wall Street Journal and Buzzfeed, and worked with brands
like Google, Barneys and Nikon.
In its job posting, Petlandia says that the ultimate
goal for the petworking coach is to “lay the foundations for what
could become the world’s first fame school for pets.”
The company’s vision might not be too far off, some pets
are already achieving “fame” all on their own. According to
Quartz, the “general rule of thumb” is that once a social
media star has reached 100,000 followers they can get up to
$2,000 for product placements and event appearances.
Take Toast, a King Charles rescue who has no teeth, 378,000
followers on Instagram, and a book called “ToastHampton:
How to Summer in Style. Her “puppy PR” is done by owner
Katie Sturino, who recently scored when eyewear maker Karen
Walker hired Toast to be a
spokes model for the brand. In January of 2016, Toast was
also the bride
in a “wedding” to another furry star and, just like a real
celebrity, got to wear a custom Marchesa dress and a $139,000
diamond necklace. The whole spectacle was a promotion for a
wedding planning and registry site called Zola.
Petlandia says the pay for the petworking coach is
“competitive,” and the desired qualifications include knowledge
of the online pet influencing world, basic pet welfare skills,
and knowledge of how to grow and manage an audience on social
As social media’s influence continues to grow, and new platforms
appear, it’s reasonable to assume that job postings like
Petlandia’s will become much more common.