America’s love affair with pets isn’t just about belly rubs and squeaky toys—it’s a billion‑dollar industry driven by stories, photos, and personalities. Two names stand out in this furry economy: The Dogist, a dog photography brand that turned candid street portraits into a full‑fledged business, and Lil BUB, the extraordinary cat who became an international sensation. Understanding how these two influencers earned money isn’t only entertaining—it offers real insight into how U.S. pet influencer revenue strategies shape trends, inspire small businesses, and redefine what “pet celebrity” means.
The Dogist’s polished street‑style photography and community focus contrasts sharply with Lil BUB’s heartwarming, philanthropic approach. Let’s break down The Dogist vs Lil BUB business model and explore this pet influencer income comparison in the USA in detail.
The Dogist income streams USA: From New York sidewalks to a multi‑channel brand
The Dogist began in 2013 when photographer Elias Weiss Friedman started photographing dogs on New York City streets. His Instagram following exploded, turning snapshots into a lifestyle brand. Today, The Dogist makes money through several U.S.‑centric income channels:
1. Bestselling books and publishing deals
The Dogist’s books—The Dogist: Photographic Encounters with 1,000 Dogs, The Dogist Puppies, and This Dog Will Change Your Life—have all sold through major U.S. retailers like Barnes & Noble, Target, and Amazon. These publishing deals provide royalties and advance payments while cementing The Dogist’s reputation as a credible storyteller.
2. Branded merchandise and e‑commerce
The Dogist Shop sells apparel, prints, and dog accessories. U.S. customers can buy hoodies, caps, and leashes that turn photography fans into brand ambassadors. By handling design and distribution domestically, The Dogist benefits from lower shipping costs and faster fulfillment—a key advantage in the competitive U.S. pet merch market.
3. Brand partnerships and sponsorships
Major U.S. pet brands and lifestyle companies pay The Dogist for sponsored content and campaigns. Partnerships with rescue organisations and dog food brands help position The Dogist as both a cultural trendsetter and a trusted voice within America’s $100‑billion pet industry. These deals can include Instagram posts, event appearances, and collaborative product launches.
4. Live events and appearances
The Dogist hosts photography tours, book signings, and talks across U.S. cities. Ticket sales, book purchases at events, and sponsored appearances create a steady revenue stream. These events also strengthen community ties—meeting a favourite pet photographer in person deepens loyalty and boosts merch sales.
5. Social media monetisation
Platforms like YouTube and Instagram share ad revenue with high‑engagement creators. Estimates place The Dogist’s YouTube earnings in the tens of thousands of dollars monthly, supplemented by Instagram Reels bonuses and TikTok Creator Fund payouts. Diversifying across multiple U.S. platforms protects income against algorithm changes.
6. Philanthropic collaborations
While not a primary profit driver, The Dogist frequently partners with shelters and rescue groups. Philanthropy strengthens the brand’s authenticity, which indirectly increases merchandise sales and sponsorship opportunities.
Lil BUB revenue strategies: Turning uniqueness into a charitable empire
Lil BUB, born in Indiana in 2011 with several genetic anomalies, became an internet icon for her permanently kitten‑like appearance and protruding tongue. Her charm was irresistible, and her story of overcoming special needs touched millions of Americans. Even after her passing in 2019, Lil BUB’s brand continues to generate revenue and goodwill.
1. Merchandise empire and licensing
Lil BUB’s official store sells plush toys, mugs, calendars, T‑shirts, and art prints. Limited‑edition runs and collaborations with U.S. artists turned her merchandise into collectibles. Licensing agreements brought her image to third‑party products, expanding reach without overextending her small Indiana‑based team.
2. Book deals and media projects
Her book, Lil BUB’s Lil Book: The Extraordinary Life of the Most Amazing Cat on the Planet, became a U.S. bestseller. Documentaries like Lil BUB & Friendz generated income and increased visibility. Appearances on U.S. television shows like Good Morning America and Today often included appearance fees or boosted sales of merch and books.
3. Sponsorships and brand collaborations
Lil BUB’s team worked with pet food brands, shelters, and lifestyle companies. Her wholesome, mission‑driven image made her a perfect match for companies that value cause marketing. Sponsored Instagram posts and campaigns provided a consistent revenue stream while aligning with her charitable ethos.
4. Philanthropy as a revenue catalyst
Lil BUB’s BIG Fund for the ASPCA raised over $700,000 for special‑needs pets by 2018. While much of this money went to charity, her charitable positioning boosted merch sales and sponsorship opportunities. Fans were more willing to spend knowing proceeds helped animals in need.
5. Live events and meet‑and‑greets
Lil BUB’s appearances at U.S. shelters, comic conventions, and pet expos generated ticket sales and donations. Her meet‑and‑greets often sold out quickly, turning community gatherings into significant fundraising and revenue opportunities.
6. Social media advertising revenue
With millions of followers on Facebook, Instagram, and YouTube, Lil BUB’s ad‑sharing revenue and affiliate links contributed to her overall income. Even after her passing, legacy content continues to drive merchandise sales and charitable donations.
Pet influencer business model analysis: Contrasting approaches
The Dogist and Lil BUB followed different paths to the same destination: creating sustainable U.S. pet influencer revenue strategies.
- Brand identity: The Dogist is a polished, professional photography brand. Lil BUB is a quirky, emotional, grassroots phenomenon.
- Merchandising style: The Dogist offers tasteful, minimalist products appealing to dog lovers and design enthusiasts. Lil BUB leans into whimsical, collectible items for fans who want a tangible piece of her story.
- Philanthropy emphasis: While The Dogist supports rescues, Lil BUB made charity a core part of her brand. This attracted U.S. fans motivated by giving back.
- Longevity strategy: The Dogist continues to produce new content and expand into new markets. Lil BUB’s brand now relies on legacy content and ongoing merch sales.
- Event engagement: Both held U.S. events, but Lil BUB’s meet‑and‑greets had an emotional pull few influencers could match. The Dogist’s photography tours are educational and visually driven.
These differences reveal how flexible the U.S. pet influencer economy can be: one path is professional artistry; another is heartfelt community building.
Pet influencer income comparison in the USA: By the numbers
Exact financials are private, but public estimates and industry trends offer guidance:
- The Dogist: Estimated to earn low‑to‑mid six figures annually. YouTube ad revenue alone has been estimated around $200,000–$250,000/year. Add book royalties, merchandise, event fees, and sponsorships, and total annual income could approach or exceed half a million dollars.
- Lil BUB: During her lifetime, she earned comparable amounts. Sponsorship estimates placed her monthly income around $12,000–$18,000, or $150,000–$200,000 annually, with surges during big merch launches or media appearances. Her charitable fund raised hundreds of thousands more, though much was donated rather than retained.
Both influencers thrived in a U.S. market where pet ownership is widespread (two‑thirds of households own a pet) and spending on pet goods exceeded $136 billion in 2022. Their success reflects Americans’ willingness to support feel‑good stories with their wallets.
Which model resonates more with U.S. pet‑loving audiences?
U.S. audiences value authenticity, storytelling, and community. Lil BUB’s emphasis on philanthropy created a powerful emotional connection—fans didn’t just love a cute cat; they felt part of a movement helping special‑needs pets. This emotional resonance remains strong even years after her passing.
The Dogist appeals to a slightly different demographic: urban dog lovers who appreciate art, design, and storytelling. His consistent content output keeps engagement high. His brand feels more like a media company than a single‑pet personality, which may give it a longer runway.
For teens and adults who scroll Instagram or TikTok for a daily dose of joy, both brands provide something special: Lil BUB’s story reassures them that differences are beautiful, while The Dogist’s portraits remind them that every dog has a story worth hearing.
Fresh insight: How these influencers shape U.S. pet microeconomies
Beyond their own income, The Dogist and Lil BUB catalyse small‑scale economies across America. When The Dogist visits a city for a photography tour, local pet shops, groomers, and rescue groups see a boost in traffic. Lil BUB’s charitable partnerships inspired small shelters and independent makers to create merchandise that benefits animals.
This suggests a future where pet influencer models expand beyond a single star. Imagine networks of small‑town shelters pooling their adoptable pets’ stories on Instagram, or local artists collaborating with influencers to create region‑specific merch. The Dogist’s and Lil BUB’s legacies hint at a decentralised, community‑driven pet economy—one that blends commerce, storytelling, and kindness in a way that feels uniquely American.
Conclusion: Lessons for future U.S. pet influencers
The The Dogist vs Lil BUB business model comparison shows that there’s no single blueprint for success. The Dogist proves that professional artistry, consistent branding, and strategic partnerships can build a durable income stream. Lil BUB proves that authenticity, charitable giving, and emotional connection can turn a small‑town cat into a global icon.