April 6, 2016 12:08 PM EDT

Instagram, as it turns out, is for the dogs.

That’s the takeaway from a fascinating story in The Wall Street Journal published Wednesday, which profiles an upstart talent agency for pooches popular on social media.

Brands like Purina and others will pay dogs’ owners top dollar for posting a snap of their shiba with a new type of treat, for example. Just how good is the money? “Industrious dogs with 150,000 to 250,000 Instagram followers can fetch more than $3,000 for a post,” writes the Journal.

Woof.

For more, head over to The Wall Street Journal.

Write to Alex Fitzpatrick at alex.fitzpatrick@time.com.

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