While clinging to a thick scarf, Nikoli Lennhart holds a bowl of warm rice pudding, smiling to the camera, and also to 45,000 of her followers on "Instagram", while sitting beside her in a way that fulfills her large dog, and it is likely that the dog has eaten His cereal-free food, which Linhart posted on the site two days ago.
With the help of her dog-boyfriend, and her advertising partners, Lynhart achieved a great success by publishing her pictures and videos on a daily basis on social media, to the point that she was able to quit her job.
The world of "touching pets" includes not only dogs and beloved cats, but the list also includes horses, rabbits, hedgehogs and insects, and it has harvested millions of followers from all over the world, and the star in this field may be an animal receiving treatment from worms, or an attractive cat sleeping on A mattress designed by a professional artist, or a wrinkled dog with a short face and short face eating organic food.
"People want to see something positive, and they want to see a new teacher get them out of the stereotypes," says Jonas Wolf of the Pals agency specializing in pet marketing for social media on Hamburg-based social media. And Instagram's efforts have made blogging and photos more Transparency, in further pushing and stimulating this trend.
You can imagine Lenhart and Melo actually living the same way as they were posted on "Instagram", but some influential pets make animal rights activists anxious.
"The concern here comes when you humanize animals, and when you put clothes on them to laugh at them, sometimes hybrid or bloody animals are especially successful on (Instagram)," says veterinarian doctor Moira Gerlach of the German Animal Welfare Association.
"These animals have a protrusion in their teeth or protruding eyes, and they may not be able to breathe well, or to chew their food appropriately," Moira explains.
However, the public’s interest in this type of pet, whether attractive or frightening in shape, has created a popular market that funds a whole industry of agencies and advisers, and Lennhart and her dog Melo are among the “biggest influencers” on communication sites in Germany.
But the most famous dog in this field belongs to the United States. For example, we find that the dog Jeevbaum, which is from the Pomerenian family of small size and long hair, has about 9.8 million followers, and has owned his successful commercial group, and it is estimated that the owner gets an amount ranging between 45 thousand and 150 One thousand euros, for every photo published on "Instagram". And influential animals in Germany have not yet reached that close to that amount, says André Carcalles, founder of the influential animal agency Tony, “It is not a market that makes you get money quickly”, but this market is growing rapidly.
Germany’s pets industry, which includes 9.4 million dogs and 14.8 million cats, has become very interested in the potential offered by social media platforms in marketing. For example, it is estimated that the total retail sales of pet foods and their products amounted to 4.2 billion euros (4.6 Billions of dollars) in 2018, with no online sales accounted, and Carcalis says the “goal the market is aiming to achieve is enormous.”
One of the bright stars in this field in Germany is the white hedgehog, nicknamed "Mr. Bucky", and after his death his owner Talitha Jernos replaced him with another hedge called Herbie, and stimulated the success of the hedgehogs owned by Gernos to establish a commodity company on the Internet three years ago, through which he sells Agendas, calendars and other products. Wolf explains that promoting a product needs to be combined with daily footage and professional photos, and if the animal is popular enough, you can use its image to sell books, posters, phone covers or T-shirts.
"Instagram" is behind the popular sales of both Lenhart and Guernos, but how do you get the sufficient number of followers who want to buy the goods that you offer?
Lynhart answers this question by saying, “You must reinvent yourself over and over again, and you must pursue authenticity in that. You must also unveil something of your own. To feel like they are the same. ”
One of the brightest stars in Germany is the white hedgehog called "Mr. Bucky."
People want to see something positive, and to see a new teacher get them out of the norm.
- "Givboom" is a dog from the United States that has about 9.8 million followers, owns its successful commercial group, and its owner gets 45 to 150 thousand euros for every photo he has on "Instagram".