Local “catfluencers” on the rise of feline content creation
Dogs may be man’s best friend, but cats have been internet stars since the dawn of social media—from early YouTube sensations to TikTok’s endless scroll of feline antics. What was once dominated by international cat celebrities like Grumpy Cat and Keyboard Cat has now reached local shores, as more and more Filipino content creators discover that their pets possess the same viral magic.
After years of the same old beauty, lifestyle, travel, and food content, cat videos have been on the rise yet again, specifically post-pandemic, as people began adopting more pets and truly understanding the nature of cats: independent yet affectionate, low-maintenance but endlessly entertaining.
If anything, their quirky personalities and unpredictable antics are practically made for becoming internet famous.
This shift in perception has transformed cats from aloof house pets to beloved family members—worthy of their own social media stardom. With diverse stories that Filipino audiences can’t get enough of, these three renowned local “catfluencers” share what it’s like working with these enigmatic creatures and what it means to be a cat content creator in the Philippines.
Donnie Pagsanjan, The Calm Cat Whisperer (@thecalmcatwhisperer)
One might call Donnie Pagsanjan the Filipino Jackson Galaxy due to his natural way with animals and overall rockstar appearance—tattoos, piercings, and even some scars from his furry clients. A veterinary technician and pet groomer based in Dubai, Pagsanjan earned his social media moniker, “The Calm Cat Whisperer” through his seamless ability to handle the most aggressive of cats and dogs.
Despite only starting to post in August 2024, Pagsanjan has amassed over 600,000 followers on Instagram and nearly 300,000 on TikTok as of writing. His content sets him apart from other local pet creators. Rather than documenting his own animals, he films his daily work as a cat groomer, showcasing encounters with feline clients that range from gentle shorthairs to spicy Persians. Always respectful, Pagsanjan asks each owner’s permission before filming, and they’re more than happy to see their pets featured on his channel.
The uniqueness of Pagsanjan’s content lies in its dual nature. While primarily cat-focused, his videos function as unintentional ASMR content due to his intuitive ability to soothe even the most anxious animals. He also often shares helpful tips on how to properly care for pet cats. This has resonated deeply with viewers who find solace in watching his gentle approach.
“It [brings] me so much joy to see people’s love for animals. I suffer from anxiety and panic disorders, and the response to my content is amazing. They say that I help them get through their own anxiety by watching my videos. I get so much love and support from them,” Pagsanjan muses.
Currently balancing his 9-to-5 job with content creation, Pagsanjan treats his social media as both hobby and part-time work. His vision extends beyond entertainment, aiming to build a genuine community for cat people and animal lovers everywhere, offering his expertise wherever possible.
He says, “The most rewarding aspect of what I do is I get to spread positivity, joy, and healing for most of my viewers. These cats help me go through my own battles as well, and I am truly thankful for these wonderful creatures.”
Minnie Nato and Cookie (@minnienato)
A content creator since 2020, La Union-based surfer Minnie Nato films videos on the beach as a part of her regular routine. In January 2025, on a particularly crowded day on the beach, Nato found herself wandering further down the coast to find an empty spot to record. This was where she found a two-week old kitten, covered in ants and crying for help.
Despite having no prior experience caring for cats and being allergic to them, Nato took the abandoned kitten in and documented the journey in raising her, naming her Cookie.
“At first, my content was just genuinely asking for advice from the audience. Online ‘pawrents’ truly raised Cookie with me. I am so grateful for them,” Nato says. “The comment section was always filled with helpful advice that for the most part, saved Cookie’s life.”
Since the adoption early this year, Nato’s content has shifted to primarily having Cookie in the spotlight—documenting her day-to-day beach trips, zoomies, meetups with friends, and even drives to her food stall in La Union. Nato admits that she’s lucky that Cookie is not camera shy, even letting her do as she pleases as she rolls her camera.
Engagement has been through the roof with Cookie by Nato’s side, videos easily going viral and receiving thousands of comments from fans. Nato juggles two other jobs, with social media being her third. And thanks to Cookie, Nato’s account has since attracted more brands and collaborations.
She shares, “Cookie is definitely the breadwinner. She pays her own rent. But in all seriousness, I have been doing content since 2020, so I’ve already accumulated relationships with brands. But since my content shifted to Cookie, it became more real and genuine, and brands like that.”
For Nato, the best part of being a “catfluencer” is creating a library of memories that she can always look back on with her beloved pet. “Making content did not change our bond. With or without social media, our bond would be exactly the same. I love her so much and I know we were destined for each other.”
Marti Salva and PonPon Alarcon D. Ampon (@presidentleet)
If you’re regularly on cat TikTok, then you’ve probably seen viral videos with one and the same introduction: “Another life update with PonPon Alarcon D. Ampon,” said in a deep baritone voice.
Pet content creator Marti Salva has been documenting his cats for a while now, consisting of Chichi, Leet, James Reid, and Alien. But a young orange kitten he rescued, fondly called PonPon Alarcon D. Ampon, was the one who quickly rose to fame among viewers.
When Salva took PonPon in, he initially planned to document his growth until adoption. And so, what started as simple documentation turned into a TikTok sensation. PonPon’s charismatic personality eventually made him more popular than Leet, Salva’s British Shorthair who had previously been the star.
Salva posts videos daily for his popular “life update” vlogs. “When Ponpon was still a kitten, it was easier to make videos because I simply had to document his growth. But now that he’s turning into an adult cat, we’re running out of ideas. Most of the time, we make videos out of comments from followers. Sometimes, we pick up what’s trending online,” he says.
Salva’s and Ponpon’s shooting process is easy, but not without challenges. While Salva focuses on natural content that doesn’t force PonPon into uncomfortable situations, PonPon’s reluctance to stay in frame often makes filming a test of patience—a true mischievous orange cat indeed.
Thanks to PonPon’s popularity, brands have taken notice, and remarkably, the cats now pay for their own expenses. With cat content as his sideline, Salva finds content creation easier than his previous advertising work, noting that brands must adapt to his signature nonchalant style to gain views.
Salva has noticed distinctly Filipino characteristics in his audience’s response—viewers love creating “love teams” with animals and enjoy playing online “titos” and “titas” to internet-famous pets. While focusing on PonPon content for now, Salva also mentions that his fans eagerly await a meeting between PonPon and the notoriously temperamental Leet. “We’re still preparing him for it,” he says.
