Why Dog Show Influencers Matter (and How to Work with Them)

The Dog World Has a Story to Tell. Let’s Tell It.

In today’s media landscape, social media influencers aren’t just for fashion brands or tech gadgets—they’re one of the most effective tools for building buzz around dog shows. Whether you’re promoting a local cluster, a national specialty or your own breeding program, the right influencer can amplify your message and bring new eyes and energy to the sport.

But what is an influencer, exactly? And how do you work with one?

An influencer is anyone with a loyal following who consistently creates content their audience trusts. In the dog show world, that could mean: breed-specific accounts, handlers with active Instagram or TikTok profiles, junior handlers building momentum online or pet creators who regularly attend shows and share their experiences.

You don’t need someone with a huge audience. In fact, micro-influencers—those with smaller but more engaged communities—often drive stronger results than larger accounts.

A local newspaper mention is nice, but let’s be honest: how many people see it—and how many of them act on it?

Influencers offer a more direct connection. They speak to people already interested in dogs, breeds or events like yours. They create relatable content like ring prep, behind-the-scenes moments or show weekend recaps. They spark engagement in the form of likes, shares, comments and saves from followers who want more.

The result? Visibility that feels personal and drives real interest.

Here are a few standout accounts showing how dog show stories can thrive online:

@TheDogist – street-style dog portraits that occasionally highlight rare and show breeds; @KermitTheDogge – a breed-focused account I created to promote my Schipperke, Kermit, and life in the ring. The account has gained fans from Oklahoma to Tokyo—proof that consistent, breed-specific storytelling can travel far beyond the show grounds; and @ShowDogsOfTikTok, a growing showcase of exhibitors sharing show prep, wins and weekend adventures.

Each one proves that a strong, authentic voice can make the show world feel accessible and exciting.

Dog shows are visual, community-based and family-friendly, which makes them a great fit for more than just breed-specific influencers. Think: local lifestyle creators who highlight community events, family bloggers looking for kid-friendly weekend ideas, photographers who love candid moments and striking visuals or regional tourism pages sharing things to do in your area.

These influencers may not focus on dogs, but their audiences would still love your event.

It doesn’t have to be expensive or complicated. Most influencers are open to partnerships when the ask is clear and the experience is genuine.

Start with simple steps. Offer free access or a behind-the-scenes experience. Provide something post-worthy such as a branded ribbon moment, a meet-the-breed booth or a great photo op. Tag them and engage with their content from your club or brand page.

The best partnerships feel authentic, not transactional.

At Show Ring PR, we help clubs, breeders and exhibitors grow their reach online and in the ring. From influencer outreach to campaign planning, we’ll help you find the voices your audience is already listening to.

Let’s talk about your next show—and how to make it shine.