From café selfies to luxury staycations, pets are fast becoming some of social media’s most successful influencers — and Eddie the chihuahua is a prime example. Dressed in stylish outfits and posing confidently for the camera, Eddie has built a strong online presence with nearly 50,000 likes on Instagram, brand discounts and even an Amazon storefront.

Behind the cute content lies a growing and competitive digital economy where pets are curated, marketed and managed much like human influencers. Eddie’s popularity reflects a wider trend where animals are used to tap into lucrative online attention, often blurring the line between harmless fun and full-scale digital labour.

The experiment to crack pet virality

Inspired by such success stories, a journalist attempted to turn her own dog, Murphy the labrador, into a viral sensation through newly created accounts on Instagram and TikTok. The strategy involved outfits, humour and frequent posting — all the ingredients commonly cited by successful pet influencers.

Despite consistent effort, hashtags and short-form videos backed by trending music, the results were modest. Views fluctuated, follower growth plateaued and engagement largely came from friends and family. The experience revealed how unpredictable virality can be, even with content that seems algorithm-friendly.

Pay-to-grow culture exposed

As engagement stalled, messages began pouring in from large pet pages offering paid “feature” promotions promising rapid follower growth. Packages ranged from ₹1,600 to over ₹40,000, highlighting a shadow industry that profits from aspiring pet influencers hoping to break through.

Eddie’s owner, Sue Waters, warned against paid promotions, stressing that organic growth requires time, consistency and a clear personality. “It helps if the dog has something more than just being cute,” she said.

When content meets reality

The experiment ended with a quiet realisation — not every moment needs to be monetised. As Murphy happily splashed in a creek, free from hashtags and expectations, the lesson was clear: authenticity still matters, even in an attention-driven digital age.