Featured in NBC News, David Mitroff, Ph.D. gave his insight about the most popular social media subject: dogs. There is a new study that claims dog owners post pictures and type bout their pet dog on social media an average of six times per week. These same demographic of people also watch videos of dogs or frequently browse for dog pics about three time a week. It is estimated that one in ten dog owners have an exclusive social media account  dedicated to their beloved canine.

“There are a few reasons why people are so into posting pics of the pups, but one of the biggest is perhaps that most dog owners see their furry friends as legitimate members of the family, and look to represent them as such on social media.

Pets are like children, we’re proud of them and in some ways they’re reflective of us,” said David Mitroff, CEO and founder of Piedmont Avenue Consulting. “Some people are shy about posting all about themselves, but they can post all about their pets and [engage] that way. Your dog is a talking point.”

Mitroff notes that on social media, to an extent, people are their own brand ambassadors. It’s a somewhat cynical concept, but Mitroff says that it’s common for people looking to grow their own popularity (particularly on Instagram) to bring a dog into the social media picture.

“If you look at Instagram, most popular accounts have a picture of guy or girl with a cute dog, or for instance, a guy with a shirt off holding a dog,” said Mitroff.”

“”You can take your dogs more places and train them to do more things,” said Mitroff. “You can’t really put your cat in a shopping cart, or walk him into Starbucks.”

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