Quantcast

Animal influencers: How popular pets on Instagram launch careers - KXLF.com | Continuous News | Butte, Montana

Animal influencers: How popular pets on Instagram launch careers

Posted: Updated:

Ella Bean taking in the sights in the City of Lights. (ELLA BEAN/INSTAGRAM)

One woman's pet project has turned into a project with legs. Here's our Richard Schlesinger:

Loni Edwards is an unusual agent with peculiar clients. Take Ella Bean: "She travels all over the world. We recently did a campaign within the Ritz Carlton."

Ella Bean is a dog. "She's the fashion blogger in dog form, So she's always traveling," said Edwards. As when Ella Bean posted pictures from Paris. 

Edwards' owns The Dog Agency. The name is a little misleading, she represents all sorts of animal stars of Instagram, like Atticus the hedgehog.

Edwards has gotten Atticus starring roles in Instagram ad campaigns for Stainmaster carpet cleaner and Olympus cameras. When each one of the 117,000 people who follow Atticus logged on, they saw pictures like this: 

Atticus the hedgehog in a product testimonial. (INSTAGRAM)

And Stephanie Zheng (and her hedgehog) were in business.

"There were definitely a lot of benefits of getting an agent," Zheng said. "The biggest thing is the fact that they can read over the contracts for you and negotiate on your behalf."

Tens of thousands, hundreds of thousands, even more than a million people follow some of the animals whose pictures are posted on the social network. A popular animal becomes what's called a Pet Influencer, and few pets have as much influence as Diddy Kong and Yeti Kong, two monkeys from Miami.

Gabriella Katia and her boyfriend Matt Crown started posting pictures of Diddy and Yeti for her friends. And then, the monkeys went viral.

"We had no idea they were going to become so famous," Katia said. "And it's exciting,  I mean, we've never seen a famous monkey like this on Instagram!"

Laugh if you will, but sponsors are willing to pay for pets, and the eyeballs they attract.

Turns out Loni Edwards has the perfect pedigree to figure out how to make good money off of them. She is a graduate of Cornell University and Harvard Law School.

Schlesinger asked, "Is this what you envisioned doing when you were in Harvard law school? And I don't mean any disrespect. It's just so unusual."

"No. Not at all. At the end of the day I wanted something more fun and more creative," she replied. "I got the entrepreneurial bug."

This business is not just creative, it's lucrative. "Just ballpark numbers, influencers with millions of followers are getting around $10,000 to $15,000 per piece of sponsored content," Edwards said. "Some campaigns have many pieces of sponsored content."

Just this month, the Miami monkeys became paid spokes-primates for Two Hats Beer. 

It's their first sponsorship … and it could be the start of something big.

"Campaigns definitely with Diddy Kong could go into the hundreds of thousands for sure," said Katia.

Edwards had a party recently at her office in Manhattan. It was a raucous affair for some of her more popular, less exotic clients -- like the French bulldog named Walter Cronkite, who has 90,000 followers.  

And that's the way it is for Loni Edwards, who is doing just fine a world away from her roots at Harvard.

Schlesinger asked, "You think your Harvard Law School fellow students are jealous?"

"Probably!" she laughed.

"Think they're laughing?"

"Not any more."

© 2018 CBS Interactive Inc. All Rights Reserved.

WEATHER
  • Most Popular StoriesMost Popular StoriesMore>>

  • Boat with zebra mussels found in Anaconda

    Boat with zebra mussels found in Anaconda

    Tuesday, April 24 2018 9:19 AM EDT2018-04-24 13:19:31 GMT
    The Montana Fish, Wildlife & Parks watercraft inspection station in Anaconda intercepted a boat carrying zebra mussels on Friday.The Montana Fish, Wildlife & Parks watercraft inspection station in Anaconda intercepted a boat carrying zebra mussels on Friday.

    The cabin cruiser was being transported from Ohio to Puget Sound in Washington.

    The cabin cruiser was being transported from Ohio to Puget Sound in Washington.

  • Billings transient stabs woman inside Albertsons grocery store

    Billings transient stabs woman inside Albertsons grocery store

    Tuesday, April 24 2018 1:00 AM EDT2018-04-24 05:00:21 GMT
    (MTN News photo)(MTN News photo)
    (MTN News photo)(MTN News photo)

    BILLINGS - A woman was stabbed in police say was a random attack in a downtown Billings grocery store on Monday morning. 

    BILLINGS - A woman was stabbed in police say was a random attack in a downtown Billings grocery store on Monday morning. 

  • Hard landing: Evel Knievel Days canceled

    Hard landing: Evel Knievel Days canceled

    Tuesday, April 24 2018 9:06 AM EDT2018-04-24 13:06:17 GMT
    Photo courtesy of Josie TrudgeonPhoto courtesy of Josie Trudgeon

    BUTTE – The festival dedicated to the “King of the Daredevils” has been officially canceled this year after being an annual event for the last 15 years. This summer’s three-day Evel Knievel Days festival has been canceled due to lack of funding, according to a statement released by the festival’s organizers. The festival was set for July 26-28, but organizers were unable to raise the $200,000 needed to hold the festival this year. Festival organizers cl...

    BUTTE – The festival dedicated to the “King of the Daredevils” has been officially canceled this year after being an annual event for the last 15 years. This summer’s three-day Evel Knievel Days festival has been canceled due to lack of funding, according to a statement released by the festival’s organizers. The festival was set for July 26-28, but organizers were unable to raise the $200,000 needed to hold the festival this year. Festival organizers cl...

Powered by Frankly

© KXLF.com 2018, KXLF.com
A CORDILLERA COMMUNICATIONS Station
All rights reserved
Privacy Policy, | Terms of Service, and Ad Choices

Can't find something?