Pet influencer marketing in the United States has matured into a serious, multi-million-dollar industry, but few success stories illustrate its potential quite like The Dogist and Samson the Dood. The Dogist, a New York–based street photography brand founded by Elias Weiss Friedman, has turned candid dog portraits into an empire. Samson the Dood, a lovable Goldendoodle nicknamed “the world’s most followed doodle,” has captured American hearts with his cozy, family-friendly aesthetic and clever brand collaborations. Both have transcended viral fame to become sophisticated businesses. This article dives into their income generation strategies—from merchandise and licensing to sponsorships and books—revealing how two very different approaches to pet influencer marketing thrive in the U.S. market.
The Dogist’s multi-layered revenue model explained
The Dogist began as a passion project: Friedman photographing dogs on New York streets, posting to Instagram, and writing heartfelt captions. Today, with over 4 million followers, The Dogist operates as a professional media brand. Its income model is diversified, blending direct-to-consumer products, publishing, brand partnerships, and licensing deals.
The Dogist monetizes its audience by creating multiple touchpoints beyond Instagram. Its popularity has led to collaborations with major pet brands like Chewy and Purina, as well as licensing photos for editorial and advertising use. It also publishes books, sells apparel and calendars, and organizes events such as meetups or fundraising walks—each of which reinforces the brand while generating revenue.
Merchandising and photo licensing as a steady income stream
The Dogist’s merchandise line—ranging from graphic tees to dog collars—capitalizes on its distinctive visual identity. Merchandise sales create a reliable revenue stream that doesn’t rely on algorithmic whims. Additionally, photo licensing is a particularly valuable asset. Brands and publishers pay for rights to use The Dogist’s iconic street dog portraits in campaigns, magazines, and even TV segments. Licensing ensures long-term income from content already created.
Book deals and publishing power
Another key income source is publishing. Friedman’s books, including The Dogist and Puppies, became bestsellers in the U.S., cementing the brand’s authority in dog photography. These books generate royalties and open doors to speaking engagements, podcasts, and media appearances—each of which indirectly drives traffic back to merchandise and social channels.
Sponsorships and brand collaborations
The Dogist’s brand partnerships are strategic rather than scattershot. By working with premium pet brands, it maintains authenticity with U.S. audiences. Sponsored content on Instagram or The Dogist’s website typically features genuine storytelling, ensuring campaigns feel organic rather than overtly promotional. These collaborations can include photo shoots, sponsored events, and even co-branded merchandise.
Samson the Dood’s income strategy: family-friendly branding meets savvy partnerships
Samson the Dood has built a very different kind of empire. Managed by his human family in Brooklyn, Samson’s brand focuses on warmth, humor, and relatability. With more than 1 million Instagram followers and a TikTok presence that often goes viral, Samson’s team leverages his charming personality to create a high-trust environment for brands.
Unlike The Dogist’s journalistic style, Samson’s content is intimate: cozy pajamas, holiday-themed shoots, and interactions with his doodle “siblings.” This personal touch allows Samson to command premium rates for sponsored posts and partnerships, particularly with U.S. lifestyle, apparel, and pet care brands.
Sponsored content and premium collaborations
Samson’s team carefully curates partnerships to avoid over-commercialisation. Sponsored posts often show Samson genuinely using or enjoying a product—whether it’s a plush dog bed or a family SUV for a road trip. These posts perform exceptionally well because they align with Samson’s wholesome image. Major brands like Petco and Disney have tapped Samson for campaigns aimed at family audiences.
Merchandise and product lines
Samson’s team has also ventured into merchandise, from calendars to doodle-themed accessories. While not as extensive as The Dogist’s product catalogue, Samson’s merchandise benefits from his loyal, family-focused fan base. Limited-edition items—like holiday ornaments or Samson plush toys—often sell out quickly in the U.S. market.
Affiliate marketing and community engagement
Affiliate marketing plays a supporting role in Samson’s revenue strategy. By sharing discount codes or links for products Samson genuinely uses, the team earns commissions without alienating followers. Community engagement, such as Q&A sessions and fan photo contests, keeps audiences invested, ensuring affiliate promotions feel personal rather than transactional.
Diversifying revenue: events, media appearances, and digital content
Both The Dogist and Samson the Dood supplement their primary income streams with appearances and events. The Dogist frequently partners with rescue organisations and shelters for fundraising walks or adoption events, where ticket sales and donations provide extra revenue. Samson’s family has appeared on national morning shows, increasing exposure and making the brand even more attractive to U.S. sponsors.
The Dogist’s involvement in speaking engagements and photo exhibitions also broadens its income base. Friedman’s status as an authority on canine photography makes him a sought-after guest for conferences and podcasts, where honoraria and networking lead to new deals. Samson’s appearances—both digital and in-person—help cement his brand as the quintessential doodle influencer.
Social media strategy: algorithms, storytelling, and cross-platform leverage
Both influencers understand that attention is currency. The Dogist leverages professional-grade photography and heartfelt micro-stories to maintain consistent engagement. The brand’s captions often feature the dog owner’s story, creating an emotional hook that drives comments and shares—key for algorithmic success. This emotional storytelling boosts organic reach, reducing dependence on paid promotion.
Samson’s strategy leans on humor and lifestyle aesthetics. His videos often include relatable family scenarios, trending audio, or holiday themes. Cross-platform sharing—particularly between Instagram Reels and TikTok—ensures maximum exposure to U.S. audiences. Both brands use email newsletters to bypass algorithmic volatility, maintaining direct contact with their most loyal followers.
Comparing monetisation philosophies: premium journalism vs. cozy family marketing
The Dogist operates almost like a niche media outlet, with diversified revenue streams that resemble those of a small publishing house. Licensing, merchandise, and book royalties create financial stability beyond social platforms. Samson the Dood, meanwhile, functions like a lifestyle brand, relying heavily on sponsorships and community-driven sales. Samson’s personal, family-oriented approach allows for high-value partnerships but is slightly more dependent on maintaining follower engagement for income.
While both leverage merchandise, The Dogist’s product line feels like an extension of its photojournalism ethos—minimalist designs and street-inspired branding. Samson’s merchandise, by contrast, mirrors his cozy persona, offering products that fit seamlessly into the lives of U.S. doodle lovers.
Surprising insights about pet influencer economics
One surprising aspect of these two models is how differently they approach risk. The Dogist’s emphasis on evergreen content (books, licensing) means income can continue even if social media algorithms change. Samson’s team mitigates risk through strong community ties and by adapting quickly to trends. Another unexpected takeaway is how both leverage authenticity as their greatest asset: Friedman’s journalistic respect for canine stories and Samson’s wholesome family moments resonate deeply with U.S. audiences, making both brands exceptionally resilient.
Moreover, their success highlights how pet influencer businesses are no longer side hustles—they’re full-fledged enterprises. The Dogist employs staff for merchandising, events, and partnerships, while Samson’s family handles content creation, negotiation, and customer service. These operations resemble small media companies more than casual Instagram accounts.
The evolving pet economy and cheerful takeaway
The Dogist and Samson the Dood reveal just how sophisticated the pet influencer economy has become in the United States. They’ve shown that with the right mix of storytelling, audience trust, and diversified revenue streams, dogs can anchor thriving businesses. For U.S. teens scrolling Instagram or adults considering a side hustle, their paths show that passion can evolve into a brand without sacrificing authenticity.
Their different philosophies—The Dogist’s media-like stability and Samson’s family-driven warmth—offer complementary lessons. Whether you’re a budding photographer or a pet parent with a charismatic doodle, these two influencers prove that America’s love for dogs can be more than just adorable—it can be entrepreneurial. In a world where pets are family, The Dogist and Samson the Dood have transformed wagging tails and cozy moments into sustainable businesses, giving a cheerful glimpse into the future of pet influencer marketing.
This article is intended solely for informational and editorial purposes. It does not constitute endorsement or promotion of any artificial intelligence technology. Business Upturn makes no representations or warranties regarding the accuracy, completeness, or reliability of the information provided.