If you use social media, you’ve probably noticed a plethora of animal photos — on Instagram, Facebook, TikTok, YouTube, Pinterest and other platforms. Some people dedicate accounts exclusively to their pets, with some of these animals gaining notoriety and wealth as “pet influencers.”

Others share their daily lives through pictures of interactions with their companion animals. And the tech industry has responded with new platforms such as Petzbe and other apps and communities for pets and their families.

This online behaviour reflects the growing importance of companion animals in people’s lives. Ninety-seven per cent of pet guardians in the United States consider their pets to be family and 82 per cent in Canada feel the same.

As a researcher and clinician, I am interested in understanding the bond between people and companion animals. In my recent book for mental health professionals, I explore how companion animals shape human behaviours online.

I also examine why people post pet-related content online: to reveal aspects of their personal identities, communicate their values or status and build community for themselves.

An expression of identity

When people post photos of their companion animals online, or create social media accounts dedicated specifically to them, their behaviour is likely influenced by a combination of psychological, social and cultural factors.

Often, they will create a........

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