Meet one of Australia’s most beloved fur families.
Katy and Shell are two stylish dog moms who celebrate the best in pet-friendly living. A professional wildlife photographer and canine lifestyle writer, together they bring dog-friendly inspiration, pet product recommendations, dog treat recipes, expert pet tips and the best of emerging and designer dog brands into the homes of discerning pet owners around the world.
Have you ever wondered how all the top pet influencers on social media earn their massive followers?
We’ve all witnessed the meteoric rise of canine influencer accounts on Instagram and TikTok, with many now-famous names such as Hugo and Ursula entering lucrative brand partnerships and earning over $100,000 a year in deals. of sponsorship.
But it’s not all about the money. Connect with other dog lovers and create a dedicated community through And ridiculously cute content, can be just as fulfilling.


Undoubtedly one of the most popular dog accounts on Instagram here in Australia, we’re long-time followers of the adorable trio behind ItsWoofs – devoted dog mum Iromi (Iro) and her two adorable cavoodles, Ollie and Winky.
We sat down with the lovely Iro to learn more about her background as a popular dog mom and pet influencer, as well as her top tips for growing your following while creating the kind of content you love.
RELATED: Melbourne Dog-Friendly: Spring Blossom Tour with Iro, Ollie and Winky
*Feature image courtesy of Amarante Lifestyle Studio.
Hi Iro! First, why did you initially create your account on Instagram?
Initially, it was to keep a photo diary of Ollie’s life with us. A few months after getting Ollie, we were stuck in long lockdowns in Melbourne, so I took care of his Instagram account.
I have always had a passion for photography and education. So over time, I was able to incorporate those passions into the content I created on Instagram.
How long did it take for your account to reach 100,000 subscribers?
Ollie first came home on December 19, 2019, and that’s when we posted our very first post. We reached 100K in November 2022, so just under 3 years.
While we’ve grown steadily, there have been times when we’ve grown rapidly due to a few of our reels going viral.
What content resonated the most with your followers? Why do you think that is?
There are two types of content that our followers seem to like: emotional and educational.
Our very first reel to reach over a million views, it was a cute reel of Ollie clinging to my legs (which he does when he wants attention!) to be like.
Then, when Winky joined our family, I started creating reels on puppy training tips and “how to” reels on basic tips. Our subscribers really connect with this type of educational content – one of these tutorials has over 8 million views and resulted in many new subscribers.
Approximately how much time do you spend on Instagram each week / per reel?
It really depends. Some content happens naturally and doesn’t take much time at all. Otherwise, it takes an average of a few hours per reel.
Most of the time I don’t post regularly, maybe 3 times a week max with at least one reel per week.
Contrary to popular belief, I think our audience values quality over quantity!
What did you love most about sharing your life with Ollie and Winky on Instagram?
Along with having the ability to share my creative side, I love all the connections and friendships I’ve made.
A few of my closest real-life friends right now are other dog moms I’ve met through Instagram!
What has been the biggest challenge in managing your account?
Apart from the normal challenges like lack of time and social media risks, I personally find it difficult due to self-doubt.
I am a woman of color and English is not my first language. So I’m really not sure about showing my face or talking on camera.
It’s been hard to put myself out there…but I know that if I do, I can create better content. So I’m definitely working on it.
What are your favorite dog accounts to follow and why?
This often changes depending on our preferences at the time. Recently, we’ve been loving the pet travel content and accounts related to that.
But regularly, one of my favorite accounts to follow is @samsonthedood. Their account is so healthy and real, it makes me happy every time I see a post.
Do you work with many brands or create a lot of sponsored content?
You might be surprised to hear that the answer is “not really”! We never do ambassador programs and we are very selective about who and what we promote.
We are very aware of our impact on the environment, so we do not accept products that we do not use. We don’t want to test too many new things on Ollie and Winks because it’s not good to do so (we don’t promote dog food or treats for this reason).
Most importantly, we truly value our time and effort, and want to work with quality canine brands who also value our work.
Any particular brands you would like to work with?
We would love to work with companies aiming to promote pet-friendly travel in Australia, as we love traveling with Ollie and Winks and giving them all the experiences life has to offer. We still see our overseas dog friends traveling, and Australia has so much to catch up on.
Dogs are part of our family, so it’s important for us to include them in all aspects of our lives, and I know other dog owners who feel the same way. It will be wonderful to make people more aware of all the amazing pet-friendly travel options available.
What are your top 3 tips for growing your account and becoming a successful pet influencer?
My number one advice is to stay true to yourself and do what makes you happy – cContent comes naturally when you do something you love!
You can go viral overnight, but you’ll burn out quickly if you’re not doing things you love.
My second tip is that you can always incorporate what you like into trends. Don’t just follow the trends, because this space is saturated anyway – try to use the trend as inspiration to create unique content that is true to your own style.
The final tip is that your mental health is important, so make sure you take care of it. It’s OK to take a break, there’s no need to explain.
Sometimes I don’t post for a week or so, and our account is doing great.
Want to find more pet influencers on Instagram or TikTok?
Check:
About ItsWoofs
I’m Iro, proud owner of my two gorgeous furbabies, Oliver and Winky Woof.
Ollie is a three-year-old cavoodle who came into our lives just before the pandemic. Raising him during lockdowns has inspired us to take pet-friendly walks and adventures with him.
Winky joined our family eight months ago. She loves to learn and explore, and we have so much fun training her!
To find out more about us, our adventures and our training tips, follow us on social media or read our blog below.
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