Animals are the internet's most trusted influencers, says Red Lab report

'Born to be Wild & Viral' argues that viral animals succeed not because they are cute, but because they help people express emotions, identity and belonging

by e4m Staff
Published: Jul 28, 2026 9:29 AM | 2 min read

Animals are the internet's most trusted influencers, says Red Lab report

A report by Red Lab titled "Born to be Wild & Viral" reveals that animals have become powerful cultural symbols on the internet, often surpassing human influencers in popularity due to their perceived authenticity.
Viral animal content resonates with audiences as people project their emotions onto these animals, with hashtags like #dogs and #cats generating hundreds of millions of posts and nearly 99% of social media users watching animal videos recently.
The report identifies five key factors behind the virality of animal content: accidental expression of human emotion, multiple interpretations, an unfinished story, perceived authenticity, and the ability to convey complex feelings visually.
Marketers are advised to focus on how successful animal memes communicate identity and emotion rather than simply incorporating more animals into advertisements.

The internet's obsession with animals is no passing trend. According to a new report by Red Lab titled Born to be Wild & Viral, animals have become some of the web's most powerful cultural symbols, often outperforming human influencers by offering something audiences increasingly crave—authenticity.

The report argues that viral animal content thrives not simply because it is adorable, but because people project their own emotions and experiences onto these animals. From a lonely penguin symbolising burnout to a baby monkey representing belonging, animals have become emotional shorthand for internet users across cultures.

The study highlights the sheer scale of the phenomenon. It notes that hashtags such as #dogs and #cats account for hundreds of millions of posts globally, around 15% of internet traffic is cat-related, and nearly 99% of social media users have watched animal videos recently. It also estimates there are 3.5 million active pet influencers worldwide.

According to the report, platforms reward content that is instantly understandable, emotionally clear and easy to share across cultures—qualities animals naturally possess. At a time when the average digital attention span has reportedly fallen from 150 seconds in 2004 to 47 seconds in 2024, animals communicate meaning in a fraction of a second.

The report also contends that animals enjoy a trust advantage over human creators. While influencers are increasingly scrutinised for sponsorships and commercial motives, animals are perceived as incapable of manipulation, making them more authentic in the eyes of audiences.

One of the report's key findings is that relatability consistently beats cuteness. It argues that while millions of cute animal videos are uploaded every day, only a few become enduring cultural icons because people see themselves reflected in them.

The report identifies five ingredients behind animal virality: accidental expression of human emotion, multiple possible interpretations, an unfinished story, perceived authenticity, and the ability to compress complex feelings into a simple visual moment.

Using examples such as Punch the baby monkey, the Nihilistic Penguin and Moo Deng the pygmy hippo, the report shows how viral animals have generated hundreds of millions of views, boosted zoo attendance, inspired merchandise and prompted brands to join online conversations.

For marketers, however, the takeaway is not to simply feature more animals in advertising. Instead, the report argues that brands should learn how successful animal memes translate complex emotions into instantly relatable stories. Research cited in the report suggests people are more likely to share content that communicates identity, emotion and belonging than content that is merely informative.