Over half of Americans consider their pet just as important as the humans in their family tree, according to Pew Research Center. This translated into the pet industry reaching $147 billion in 2023 with expectations of year-over-year growth through 2030. 

Even pets are very much in the spotlight in an economy where brands spend millions on marketing. However, one segment remains notably underserved: the booming dog industry with hundreds of thousands of canine content creators. Connecting the right “dogfluencers” with the right brands has been largely manual and inefficient.

Then came Dogfluence, a specialized AI-powered platform that matches dog-focused brands with canine influencers across social media platforms like Instagram, TikTok, and more. 

“Our mission is to connect brands with the perfect dog creators and influencers through data-driven insights,” says founder Tjeerd Korse. “We strive to make influencer marketing in the dog niche effortless, impactful, and inspiring—empowering brands to build genuine connections with dog-loving audiences while celebrating the unique charm of every pup.”

For Tjeerd, the inspiration for Dogfluence came from his firsthand experience running an e-commerce business in the dog industry. 

“We were always searching for talented creators and influencers to elevate our brand, but it wasn’t easy,” he explains. “Most platforms were too broad, lacking a focus on the dog niche. When we did find dog influencers, engagement quality was inconsistent, and collecting the right data involved a lot of manual work.”

While broad influencer marketplaces exist in abundance, none provided the dog-specific data points and matching algorithms that brands in this vertical require. As Tjeerd shares, the dog industry—growing at 8% annually—comprises over 400 distinct breeds, four life stages, and countless individual characteristics from allergies to activity levels. 

This diversity creates both an opportunity and a challenge for brands seeking authentic partnerships with the right dogfluencers.

Founded in May 2021, Dogfluence collects abundant dog data, enabling precise targeting based on breed, age, location, audience demographics, and engagement metrics. Unlike broader pet industry platforms, Dogfluence takes a dog-only approach, offering both a marketplace and SaaS solution specifically designed for marketing teams at dog brands.

The Dogfluence Platform: How It Works and Why It Works

Dogfluence’s specialized approach connects brands and dog influencers through a streamlined, technology-enabled process that delivers clear benefits to both sides of the marketplace.

“In a nutshell, brands use our AI tools to create campaigns, set their criteria, and publish them to attract the perfect dogfluencers,” Tjeerd explains. “Dogfluencers apply, brands choose their favorites, products are sent, and engaging content is produced and shared.”

The process begins with brands setting up their profile and adding products to the platform. Using Dogfluence’s AI tools, they create campaigns by defining specific goals and selecting targeting criteria such as breed, location, and engagement metrics. Once published, these campaigns are automatically matched with relevant dogfluencers who meet the established criteria.

Unlike many influencer platforms that employ rigorous vetting processes, Dogfluence takes a data-transparent approach. “We don’t have a formal vetting process for dog influencers,” Tjeerd says. “Instead, our platform measures a wide range of metrics—from engagement rates and follower demographics to content quality—giving brands all the data they need to make informed decisions.”

Image: A showcase of UGC from Dogfluence’s community

Value for Brands:

Brands using Dogfluence gain high precision in their influencer targeting through access to over 30 data points per dog. This depth of information allows marketing teams to identify influencers that perfectly align with their audience—whether they’re seeking specific breeds, dogs of certain ages, or those with particular health conditions or lifestyle characteristics. 

The platform’s AI tools streamline campaign management by automating creation, influencer selection, and content oversight, reducing the time and resources traditionally needed for influencer marketing.

Content ownership represents another advantage, as all media created through Dogfluence campaigns is automatically stored in the brand’s dedicated Content Hub and can be used commercially without rights restrictions. 

Campaign performance becomes crystal clear through real-time engagement tracking and embedded posts, giving brands precise measurements of how audiences respond to specific content. 

Dogfluence’s upcoming “Selectivity Score” feature will provide additional transparency by showing brands exactly how discerning each dogfluencer is about partnerships.

Value for Dog Influencers:

On the creator side, dog influencers start by creating profiles detailing their dog’s characteristics and connecting their social media accounts. They receive notifications about matching campaigns based on their specific profile attributes, ensuring relevant partnership opportunities.

The platform democratizes brand relationships by making small and medium-sized dog brands discoverable to influencers who might otherwise only connect with large corporations, expanding potential partnership opportunities beyond the major players.

Content creation becomes effortless through clear, AI-generated task instructions and straightforward submission processes, allowing dogfluencers to focus on creativity rather than administrative details. 

Perhaps most valuably, Dogfluence fosters a sense of community through collaboration opportunities with fellow dogfluencers, creating natural connections and cross-promotion benefits that extend beyond individual brand partnerships.

“We’re building a platform where both brands and dogfluencers feel at home,” Tjeerd notes. “Brands get the precise data and tools they need, while dogfluencers connect with companies that truly understand and appreciate their unique canine companions.”

Technology That Powers Personalized Campaigns

At the heart of Dogfluence lies its AI technology that analyzes multiple variables to craft tailored campaigns. The system processes the brand’s goals, past campaign performance, chosen social networks, desired content formats, visual style preferences, and product specifications.

“By synthesizing all these elements, our AI generates tailored and highly effective task instructions for creators and influencers,” Tjeerd explains. “This ensures that every collaboration is not only efficient but also authentic, helping brands achieve maximum impact while staying true to their voice and values.”

According to Tjeerd, this technological approach eliminates the common frustrations brands experience with generic influencer platforms—the time-consuming process of filtering through irrelevant profiles and the uncertainty about whether an influencer’s audience truly matches their target market.

Proven Strategies for Dog Marketing Success

Through facilitating countless dog-focused campaigns, Dogfluence has identified several strategies that consistently drive engagement and conversion rates.

“One strategy that consistently drives engagement is when multiple dog creators and influencers collaborate on shared posts,” Tjeerd notes. “This cross-promotion not only broadens the campaign’s reach but also creates a sense of community that resonates with dog-loving audiences.”

This collaborative approach has proven particularly effective for brands like Buddy & Lola, who used Dogfluence to source thousands of authentic user-generated photos and videos from dog influencers. The high-quality content boosted their social media presence while providing valuable assets for their overall marketing strategy.

Another brand, Seaweed for Dogs, has seen consistent sales increases with each Dogfluence campaign. “Every time Seaweed for Dogs runs a campaign on Dogfluence, they see a consistent sales uptick,” Tjeerd shares. “The authentic endorsements from dog influencers drive immediate sales and boost brand recognition.”

Content format also plays a vital role in campaign success, with Tjeerd noting that the “Talking Dog” video format performs exceptionally well. “These videos use voiceovers or text-to-speech to give dogs a playful and humorous voice, creating highly shareable and entertaining content that captures attention and amplifies the brand’s message,” he adds.

Influencers’ Dog in the Hunt

With the convergence of two growth trends—the dog industry expanding at 8% annually and influencer marketing growing at 15% per year—Dogfluence finds itself in a position for exponential growth. The company projects 50-100% annual expansion over the next four years as they continue refining their platform and expanding their marketplace.

The most significant development on the horizon is Dogfluence 2.0, slated for launch this year. “This completely new platform is being built from the ground up, incorporating all the lessons we’ve learned so far,” Tjeerd reveals. “With a fresh design and modern technology, Dogfluence 2.0 will deliver a top-notch experience while maintaining our unwavering focus on the dog niche.”

Image: Dogfluence 2.0

The updated platform will support an expanded range of collaboration types beyond traditional campaigns, including one-on-one collaborations and creative opportunities like anniversary surprises for dogfluencers. They’re also exploring features that would allow dogfluencers to participate in fundraising for causes within the dog community, extending the platform’s impact beyond commercial partnerships.

“We believe that a business should always be a positive force in society,” Tjeerd states. “At Dogfluence, we already feel we’re making a difference by benefiting tens of thousands of dogs each year. Through our unique matchmaking process, dogs receive products that genuinely fit their needs, which not only benefits them but also enhances the lives of their owners.”

With its specialized focus, AI tools, and growing marketplace, the platform seems poised to become the definitive home for dog influencer marketing.

“Our goal is to make Dogfluence the go-to platform for brands and dog influencers, offering more flexibility, better tools, and a truly delightful experience for all users,” Tjeerd concludes. “We’re incredibly excited about what’s ahead and can’t wait to share it with our community!”