DOGFLUENCERS: Meet Toby, Instagram's Iconic 'Derpy Bear'

Welcome to the ultimate destination for dog enthusiasts and social media mavens alike. At Dogfluencers, we're passionate about showcasing the best and brightest in the world of four-legged fame.

Whether you're looking for adorable photos, heartwarming stories, or expert tips on how to turn your own pup into a social media star, we've got you covered.

Today we got the honor of interviewing Robbi (Toby's Human). You can find a direct link to their Instagram here.

Here is their story:

Can you tell us about your journey to becoming a dog influencer? What inspired you to start sharing your dog's adventures on social media?

Pellan: Ever since a little kid, I have had a passion for marketing, running a business, and social media. I created silly little businesses selling knick knacks throughout Elementary school. I then started doing small social media jobs for local companies at 17, which then led me to opening my own business at 18. Through all of this, I was able to learn and understand the mechanics behind social media platforms such as Instagram and Tiktok. I then started University at 19, studying for a major in marketing. Throughout Covid, I wanted to test my knowledge and I began to grow my Tiktok and Instagram, having several videos gone viral and my Instagram grow to 10k followers, but I HATED the spotlight on me. I went into a depression filled with obsession of my online image, as well as insecurity of my own physical image. Then at 22, I lost the spark for my own business and put it to an end, but I didn't lose the passion for social media and being creative. For 2 years I felt lost, not knowing what to do with this drive and knowledge of social media! As soon as Toby was adopted, I felt a click, and immediately began to create a unique image for him online and I've never been happier!

What do you think sets your dog apart from other dogs on social media? What makes them unique or particularly interesting to your followers?

Pellan: I owe this all to Toby and his unique, bear-like appearance. Not only have people never seen a dog look like him, but he has the silliest, most derpy personality out there. I've also noticed that as numerous dog accounts gain traction, they often shift focus towards monetization and expansion, losing their relatable, personable touch along the way. I've made a commitment to myself to maintain a genuine connection with my community and friends, ensuring they feel like they're growing alongside us and are apart of our journey.

How do you come up with ideas for your dog's posts and content? Do you have a specific creative process?

Pellan: When it comes to reels, I use marketing tactics. I go to the suggested reels page on Instagram and locate a currently trending sound which predominantly is used for pet videos. Once I find a sound, I go through my folder of videos and see if I have one that fits the sound or trend. Reels 6 seconds or less do best. I then create a cover for the reel so it matches my profile feed, and post the next day between 11am and 1pm as this is when my followers are most active. When it comes to posts, I just post any adorable photos I take of Toby. I have found that the funnier and sillier, the better. I also ensure that the photo matches my profile aesthetic consists of shades of brown and some accents of greenery.

Have you ever faced any challenges or negativity on social media, and how have you dealt with it?

Pellan: The only negativity I have faced so far was from a semi-viral video on Tiktok where several people attacked me for "purchasing from a backyard breeder" when in reality, Toby is a rescue. I handled this by simply deleting their comments and blocking their accounts. Now, the biggest challenge I face, which almost every "influencer" faces, is comparison. Comparison is the thief of joy. Especially being a marketer as my full-time job, I set very high standards for myself. To combat this, I remind myself that everyone's journey is different.

What advice would you give to someone who wants to start their own dog influencer account or share their dog on social media?

Pellan: To not being afraid to ask for help. Essentially, everyone goes in blind. No one knows what they're doing, and this goes for not just social media but for any new job or project someone enters. So ask for help, and make sure you have fun!

How has your dog influenced your life outside of social media?

Pellan: He brings so much life into my days – energy, happiness, and a whole lot of positivity. But let's not forget the anxiety. The moment I step outside, he's on my mind, a constant source of worry and love. Having him around has taught me to be more selfless, to prioritize someone else's needs over my own. Ever since he became a part of my life, my biggest goal has been to make sure he's living his best life every second of every day. As well, Toby has been a surprising help for my social anxiety. People can't help but stop and chat about him, and those interactions have helped me.

Can you tell us about a particularly memorable or funny moment you've had with your dog during one of your photo shoots or adventures?

Pellan: Toby's lips constantly get stuck on his teeth. To fix this, he sticks his tongue out several times quickly and it's always adorable to watch. But this one time I was filming him on our patio and couldn't believe my eyes. I watched the video back and accepted that it was a glitch. After about an hour of examining the video in slo-mo, I realized it actually happened! Toby moved his tongue and jaw up and down so unbelievably fast, he looked like a ventriloquist or robot. To this day, it still slightly freaks me out.

What is your favorite thing about being a dog influencer?

Pellan: The community, friends and support. I never thought that I would make such amazing friends through simple online conversations. I am part of a group chat with about 17 other dog mom's and we chat and snapchat all day every day. They feel like family to me!

Lastly, what's next for you and your dog on social media? Any exciting plans or projects in the works?

Pellan: We very recently started getting ambassadorships for dog products and it's been a dream come true! Not only does Toby get spoiled, but we also get to advocate for small businesses.