Dog influencers take over Instagram after pandemic puppy boom

Murphy works the camera while filming a commercial. Foto: The Dog Agency

Mochi has an eager smile, an enviable wardrobe and some killer dance moves. He hangs out at the pool a lot and sometimes takes trips to local vineyards, all of which he documents for his 8,000 Instagram followers. He is also a dog, one of the many new canine users on the platform.

On the heels of the pandemic puppy boom, Instagram has swelled with a new crop of dogfluencers. Mochi's a good example: His owners had planned to get a puppy in the fall, but sweeping coronavirus restrictions left them with time on their hands and nowhere to go. They brought Mochi home in April and started his Instagram account immediately...

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