Influencer-pet owners reveal what it's like to keep the legacy alive after Lil Bub and other viral animals died

When you visit the Instagrams for famous pets like Mr. Pokee and Loki, you can't immediately tell that these accounts' original namesakes are no longer alive — and that's the whole point.

Many owners have chosen to maintain these accounts and their hoards of followers even after the pets' deaths. Several owners told Business Insider they do this as a way to preserve the legacy and memory of their animals: who they were, what they were like, and what causes they stood for.

It's common for famous pets to champion causes related to animal welfare and adoption, as was the case with Smiley, a dog who was born without eyes. Joanne George, Smiley's owner, turned her dog's viral fame into an opportunity to launch anti-bullying campaigns in schools, advocate for special needs dogs, and teach people about the importance of "seeing with your heart."

After Smiley died, George was crushed. But six months later, they adopted another dog with visual impairments who they named Sunny.

"Those first few months, I was hurting of course, full on grieving," George told Business Insider. "But we still had things to teach people and to share ... what I created was a legacy, and I wanted to carry it on for the people of my community."

George's decision to continue on social media without Smiley is not an anomaly. After Sage — the smaller half of popular dog duo, Harlow and Sage — passed away in 2013, owner Brittni Vega introduced a new dachshund named Indiana. The account for Chloe Kardoggian turned into The Kardoggians after Chloe died in 2018.

Introducing a new (but similar) face to the accounts does more than just maintain the pets' legacies. In addition to building a community around their beloved animals, the owners have often seen a steady stream of revenue from their Instagram-famous pets. By keeping the accounts alive, even after a pet's passing, some have been able to salvage sponsorships and brand deals.

Although the owners who spoke with Business Insider declined to disclose how much revenue their pets have generated, it can sometimes be enough for the owners to quit their full-time jobs.

That was the case for Lil Bub's owner, who said he has no plans to stop posting new photos and videos especially given the extensive backlog of content he captured during the tiny cat's 8 years on earth.

"The reason I started posting is because she was changing people's lives on a daily basis. It's never been more clear to me that people want me to keep posting," Bridavsky told Business Insider. "To think I would just stop feels selfish. I would be doing the animal community a disservice by letting go."