Pet Brand Partnerships: How to Approach Brands

Key takeaways

• Approach brands that genuinely fit your pet and your everyday life first, rather than those with the biggest reach.
• Brands look for trust, engagement and a genuine connection with your community, not just a high follower count.
• Keep your first pitch short and specific, showing in a few sentences what you can offer the brand.
• In Germany, clearly label paid posts or posts made in exchange for something with 'Werbung' or 'Anzeige'.
• No partnership matters more than your pet’s welfare: turn down products that could harm them.

Partnerships with pet brands almost never start with a major brand contacting you first. They start with you finding a suitable brand, introducing yourself politely and showing, in a few sentences, what you could do together. That sounds straightforward, and it is. In this article, I’ll walk you through it step by step: which brands suit your pet account, what brands really look for, how to structure your first pitch and what to consider when it comes to product samples, compensation, agreements and advertising disclosures.

I’m Michael, a mantrailing trainer from Vienna, and my two dogs, Petra and Siegfried, often feature in my everyday life on social media. I’m writing from hands-on experience, not a marketing brochure. There are no guarantees or earnings figures here, just practical steps to help you get started on the right footing.

Which brands suit your pet account?

Before you contact anyone, answer one simple question: which products do you already use with your pet? Their food, harness, lead, toys and grooming products. That’s where your first authentic partnerships are likely to come from. If you genuinely like a product, your recommendation feels credible, and your community picks up on that straight away.

The market behind these products is substantial. A large proportion of households in German-speaking countries have at least one pet, and sales of food, accessories and care products run into the billions. Behind each of these products is a brand that wants to be seen.

Make a short list with three columns:

• Brands I already use. These go at the top because you can talk about them honestly.
• Brands that fit my niche. Is your account all about mantrailing? Then tracking lines, long lines and sturdy harnesses are a better fit than fashion accessories.
• Brands at your scale. Small and medium-sized brands are often more likely to reply and give you more creative freedom than large corporations with fixed agency processes.

Prioritise fit, not fame. A small regional food brand that suits your pet is more valuable to you than a big name whose products you would never use.

What brands really look for in pet accounts

Many people think it’s all about follower count. In practice, brands pay more attention to what happens between you and your community. How often do people comment? Do they respond to your questions? Do they trust your recommendations? A small, lively account is often more valuable to a brand than a large, quiet one.

This fits with a broader market trend. Global influencer marketing revenue is estimated at around 48 billion euros for 2026, with Germany accounting for just under one billion euros (Statista, 2026). Brands are investing, and that money has long since stopped going only to the biggest accounts.

Here’s what a brand is specifically looking for:

• Genuine connection. Your community should feel that they know you and your pet.
• Reliability. You deliver what you promise, within the timeframe you give.
• A clear focus. A brand can see at a glance what your account is about.
• A suitable visual style. Your photos and videos don’t have to be perfect, but they should fit the brand.

If you’re still working on these things, put some structure in place first. A well-organised account with a clear focus and regular content makes every pitch easier.

Your first pitch: structure and example

Your first message often determines whether you get a reply at all. Keep it short. Nobody wants to read half a page. Use a few sentences to explain who you are, why you’re getting in touch and what’s in it for the brand.

A tried-and-tested structure:

1. A brief introduction. Your name, your pet and your niche. One sentence.
2. Why this particular brand. Show that you’ve taken the time to learn about them.
3. What you’re offering. Be specific: one Reel, two Stories, one photo post.
4. A friendly closing. Ask a clear question that’s easy to answer.

Here’s what that might look like:

Hello [brand name], I’m Michael, and this is Siegfried, my Hanoverian Scenthound. My account focuses on mantrailing and everyday life with search dogs. I use your harness in training and really appreciate the quality of its construction. I’d love to create a short Reel from a real training day featuring the harness. Would you be interested in working together? I’d be happy to send you a few examples of my previous content.

This message makes no exaggerated promises. It’s polite, specific and easy to reply to. Prepare two or three variations so you don’t have to start from scratch every time.

A simple media kit can strengthen your pitch: a one-page overview of your niche, your metrics and two or three content examples. You can learn how to put one together in Media Kits for Petfluencers: Structure, Content and Examples.

Product samples, compensation and agreements: what to consider

At first, many brands offer products rather than payment. That’s normal and often a good starting point. Even so, it’s worth setting out clearly from the start what each side gives and receives. It protects you and shows professionalism.

Clarify these points before agreeing to anything:

• Deliverables. What exactly will you provide? A Reel, a Story, a post? To what standard?
• Compensation. A product sample, a fixed fee or both? Who pays for shipping?
• Timeline. When will you publish? Brands often work to set schedules.
• Usage rights. Can the brand use your photos and videos itself? If so, where and for how long?
• Exclusivity. Can you work with similar brands at the same time?

For small partnerships, a brief written agreement by email covering these points is often enough. The larger the partnership, the more important a formal contract becomes. Take your time reading it and ask questions if anything is unclear. A reputable partner will make time for that.

An honest reminder: factor in your time and effort even when you’re only receiving products. A good Reel takes time to plan, film and edit. Decide whether the value of the sample and the exposure make that effort worthwhile.

Advertising disclosures and animal welfare in pet brand partnerships

As soon as you receive payment or something in return for a post, you must label it as advertising. In Germany, the terms used for this are "Werbung" or "Anzeige". This also applies when publication is subject to conditions or you use discount codes and affiliate links. Products you bought yourself generally do not count as advertising. You’ll find the current rules and specific examples in the guide published by Germany’s media authorities (die-medienanstalten.de, 2025).

Austria and Switzerland have their own rules, which follow the same general principle: advertising must be recognisable as advertising. If you’re unsure, it’s better to disclose more often than not enough. This isn’t legal advice, just a practical tip from everyday experience. Put the disclosure clearly at the beginning of the post, rather than hiding it at the end.

Even more important than any rule is your pet’s welfare. No partnership justifies putting pressure on your pet, dressing them up or placing them in situations that make them uncomfortable. Petra and Siegfried only take part when they’re relaxed, and a shoot ends after just a few minutes if either of them isn’t in the mood. This approach may cost you the occasional partnership. But it preserves your community’s trust, and that’s your most valuable asset.

Assess every product with two questions: would I give this to my pet without a partnership? Is it healthy and safe? If either answer is no, turn it down. Your recommendation is only as valuable as your credibility.

How to take the next step

Choose three brands you already use and write a short, honest pitch to the first one using the structure above. That’s all you need to get started. If you’d first like to know how ready your account is for partnerships, take Schnauze’s free Petfluencer Check. In just a few minutes, it shows you where you’re already doing well and what you should refine before sending your first pitch.

Frequently asked questions

How many followers do I need for pet brand partnerships to be worthwhile?

There’s no fixed threshold. Many brands deliberately work with smaller accounts because their communities are more active. Genuine engagement and a clear focus matter more than the number.

Do I have to label every partnership as advertising?

In Germany, as soon as you receive payment or something in return, or the post is subject to conditions, you must label it with 'Werbung' or 'Anzeige'. Products you bought yourself generally do not count as advertising.

What should I do if a brand only offers products instead of money?

That’s normal when you’re starting out. Decide whether the value of the sample and the exposure justify your time and effort. Even for product-only partnerships, record what you will deliver and by when.

Can I promote products I would never give to my own pet?

No. If a product doesn’t suit your pet or could harm them, turn it down. Your recommendation is only as valuable as your community’s trust.