How WeRateDogs became the internet’s most wholesome powerhouse 

Social media can be a relentless, chaotic heckhole. (That’s a technical term.) But for nearly a decade, one account has stood as a rare beacon of joy: WeRateDogs. 

What started in 2015 as a simple idea — rate dogs, but always highly — has evolved into a full-fledged brand, a force for animal welfare and proof that the internet does occasionally get something right. At the center of it all is Matt Nelson, owner, founder, CEO, and person responsible for making “13/10 would pet” a part of our cultural lexicon. 

But success doesn’t happen without a few missteps, and Nelson — who will present a keynote talk at Ragan and PR Daily’s 2025 Social Media Conference at Disney World on Friday, March 21 — has learned plenty along the way. From viral fame to real-world impact, here’s how WeRateDogs became more than just a feel-good feed. 

An accidental pack 

It started, as many great internet ideas do, with a joke. Back in November 2015, Nelson, then a college student, launched WeRateDogs as a Twitter account. 

“It’s almost been a full decade,” he told PR Daily. “I started it as a Twitter account because I was already having so much fun creating on that platform, and all signs pointed to dog content being loved by so many. I was, and still am, obsessed with dogs so it was the perfect combo of a passion project that could entertain more than just myself.” 

Turns out, the internet was ready to embrace the concept wholeheartedly. The idea was simple: people submitted dog photos, Nelson rated them out of 10 (but always above 10/10), and paired them with captions so charming that even the most cynical doomscrollers couldn’t resist. 

Within months, WeRateDogs was a viral sensation. Today, the account boasts millions of followers on not just Twitter, but Instagram, TikTok and more, and Nelson has turned what was once a gimmick into a full-scale business, including a merch empire, a book deal, and now, a nonprofit foundation helping shelter dogs get life-saving medical care. Not bad for something that started on a whim. 

Leading the pack 

It didn’t take long for Nelson to realize that his platform wasn’t just about making people laugh — it could also do something. 

“We realized that we had actual influence,” he said. “As soon as that became apparent, we started pointing our audience in the direction of those who needed help.” 

In 2021, he and his partners launched the 15/10 Foundation, which sponsors shelter dogs with medical needs. 

“Starting and growing that into a phenomenal force for good has definitely been the most rewarding,” Nelson said. 

WeRateDogs was already built on storytelling — quirky captions, playful ratings and an innate understanding of why people love dogs. The foundation was an extension of that skill set. “There are problems within the dog world, like unexpected large vet bills, that we knew our audience would be empathetic towards,” Nelson said. “Our superpower is storytelling, and sharing the story of a dog and family in need is only a small deviation from our normal content.” 

As a result, WeRateDogs went from a community of passive dog lovers to one that actively contributes to helping real dogs in need. 

One-man show to full-fledged brand 

It hasn’t all been smooth sailing. Like many creators who stumble into running a business, Nelson found himself stretched too thin as WeRateDogs exploded in popularity. 

“I held on to so much responsibility for too long,” he admitted. “I was slow to delegate creative tasks and it limited what we were able to produce and accomplish.” 

Eventually, he discovered what every overworked social media manager or communicator knows in their soul: If you don’t start delegating, you burn out. 

“I learned my own limitations and the importance of tools to assist with organization,” he says. “I would seek help earlier if given the chance to do it all again.” 

Lesson learned: Virality is fun. Running a business is work. And even the most joyful online brands require smart operations behind the scenes. 

Survival tips 

WeRateDogs has been around long enough to see massive shifts in the social media world. Twitter isn’t what it was in 2015. TikTok is dominant now. Algorithms are fickle. What worked yesterday might be useless tomorrow. 

So what’s Nelson’s advice for surviving on social in the long haul? 

• Make it a conversation. “I think my best advice would be to reward participation,” he said. “The amount of content people consume on a daily basis is staggering. If they happen to engage with what you make, acknowledge it.” 

• Community beats algorithms. “This can be done directly by responding, or it can be done more subtly by leaning into content that has resonated well before.” 

• Fans will follow you wherever you go — if you’ve earned it. “As the landscape changes, we will see that creators who have built communities are largely unaffected, as those communities are more likely to migrate and adapt to keep that creator and the comfort they found in the comments in their entertainment ecosystem.” 

For all its faults, the internet remains a place where positivity can thrive — if people are intentional about creating it. That’s something Nelson takes seriously. 

“There needs to be opposition to the hate,” he said. “There is so much value in a constant reminder that most people are doing their best. There is hope there.” 

That ethos has been central to WeRateDogs from day one. The entire premise — celebrating dogs for exactly who they are — creates an environment where people can feel good, even if just for a moment. It’s a small but crucial counterbalance to the toxicity that often dominates social platforms. 

Matt Nelson didn’t set out to create a multimillion-follower brand, a foundation, or a movement. What started as a funny Twitter account became something much bigger: proof that social media can be more than just noise—it can build communities, drive real impact, and make the world just a little bit better. And all it took was some good dogs. 13/10 would recommend. 

Don’t miss Matt’s keynote at PR Daily’s Social Media Conference at Disney World, March 19-21, 2025. Register now. 

One Response to “How WeRateDogs became the internet’s most wholesome powerhouse ”

Stephanie Pross says: March 5, 2025 at 1:15 pm

Tell your dog I said hi!