They have millions of followers on Instagram. They generate major profits for their owners. They are… pet influencers.
Grumpy Cat, Lil Bub, Boo the Pomeranian and Doug the Pug are just some of the internet’s star animals, who do everything from support worthy causes to promote major brands.
The death this week of Lil Bub, a cat whose tongue was always hanging out due to genetic anomalies, inspired a wave of emotion that highlighted the internet’s power to elevate just about anything to cult status.
“She was a ray of pure joy in my life and so many others,” said one Instagram user, who uses the handle @missmaddyg.
Lil Bub rose to fame after her adoption in 2011, when her owner, music producer Mike Bridavsky, began posting photos and updates about her online.
Her story garnered three million followers on Facebook, 2.4 million on Instagram and more than 800,000 on Twitter.
Bub’s fame eventually caught the attention of scientists.
In May 2015, researchers at the University of Missouri sequenced her genome as part of a project to determine what genetic variations had caused her adorable deformities.
Bridavsky also started a national fund for special needs pets, the first of its kind, with Bub serving as its face.
“Bub has made a huge difference in the world of animal welfare and in the lives of millions of people worldwide,” Bridavsky wrote on Instagram, noting the fund has raised $700,000 for “animals in need,” with $75,000 raised in 2018 alone.
Over the course of her life, the Indiana-based cat lent her star power to multiple causes supported by Greenpeace and the American Society for the Prevention of Cruelty to Animals (ASPCA).
Since 2013, Lil Bub has also been the face of campaigns with People for the Ethical Treatment of Animals (PETA) promoting sterilization and pet adoption, as opposed to buying designer breeds.
Lil Bub “used her stardom to make the world a better place for animals,” PETA said in a tribute tweet. “Honor her legacy by remembering her message: always adopt, never shop.”
But while PETA campaigns director Ashley Byrne welcomes pet influencers’ charitable ventures, she is also adamant that the work must not come at the expense of the pets’ welfare.
Nobody should “treat animals as accessories or frivolous possessions,” she told AFP. Instead, “it’s important for people with animals who have an audience on the internet to encourage their followers to treat their pets like members of the family.”
That, says animal talent manager Loni Edwards, is exactly what makes pet influencers so successful.
Edwards’s talent agency, The Dog Agency, manages pet influencers of all species, from Bruno the fat cat to CEO Edwards’s own French bulldog.
“As a society, we’ve evolved so that we now think of pets as our children,” Edwards said in a November 2018 interview with Vox.
“They’re such an important part of our lives.”
– A valuable image –
As of 2019, American households owned more than 42 million cats and 63 million dogs. The market for pet products in the US earned $72 billion in 2018, according to the American Pet Products Association (APPA).
Additionally, since Instagram launched in 2010, the word “cat” has been used on the platform 193 million times and the word “dog” 243 million times.
“Pets raise endorphins and make people feel happy,” Edwards said.
“They are adorable to look at and are easier to connect with than human influencers.
“Human-facing brands want to work with pet influencers because they want to show that they align on the values of their consumer, and their consumer loves pets.”
As a result, pet influencers can be incredibly lucrative.
Lil Bub’s fellow celebrity feline Grumpy Cat — known for her perpetual scowl — amassed 8.5 million fans on Facebook, 2.5 million followers on Instagram and 1.5 million on Twitter.
From 2013 until her death in May, Grumpy Cat served as the face of cat food brand Friskies.
In 2018, a California court awarded her owner Tabatha Bundesen $710,001 in damages for violation of image rights, after a coffee company used pictures of Grumpy’s face without authorization.
Just before her death, Lil Bub starred in campaigns advertising clothing and coffee for “Black Friday” sales.
The highly-commercial pet influencer industry could seem at odds with charitable giving.
But Bridavsky said Bub had left a proud legacy of raising both funds and spirits.
Florida sheriff ordered his officers to not wear face masks — and then banned the safety gear
A Florida sheriff ordered his officers to not wear face masks -- and banned the safety gear from his office -- even as the southern US state has hit record daily coronavirus death tolls.
Sheriff Billy Woods, of central Florida's Marion County, emailed deputies Tuesday to tell them of the new mask prohibition, according to local paper the Ocala Star Banner, citing the message.
"My order will stand as is when you are on-duty/working as my employee and representing my Office – masks will not be worn," the email read.
The sheriff allowed for certain exceptions, including for officers who work in prisons, schools, hospitals or with people suspected of being infected with the virus.
Fast-moving brush fire north of Los Angeles has prompted mandatory evacuation orders for some 500 homes
A fast-moving brush fire north of Los Angeles prompted mandatory evacuation orders for some 500 homes on Wednesday as firefighters battled the flames that had burned 10,000 acres by early evening, authorities said.
The Lake Fire erupted at around 3:30 pm (2230 GMT) near Lake Hughes, about a 90-minute drive from Los Angeles.
Rapidly-spreading flames had scorched some 10,000 acres (4,050 hectares) within a little more than three hours, according to the Los Angeles County Fire Department.
"Multiple agencies are battling a brush fire near the Lake Hughes area in the Angeles National Forest," the department said in a tweet.
‘Trump should know how to be in public with a woman who publicly humiliated him’: Trevor Noah jokes
"The Daily Show's" Trevor Noah couldn't help but notice President Donald Trump's confusion during the Q&A of his daily coronavirus press briefing. Trump was asked about Vice President Joe Biden's pick as Sen. Kamala Harris (D-CA) as his running mate. In his attacks on Harris, Trump seemed to be spending more time defending Biden than he did attacking him.
Trump claimed the reason he was surprised Biden picked Harris is that she was "very very nasty to Joe Biden," he said she was "probably nastier even than Pocahontas," his nickname for Sen. Elizabeth Warren (D-MA). "She was very disrespectful to Joe Biden."