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Golfing Dog Fuels Social Media Boom in Mississippi

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  Published in Business and Finance on Monday, December 29th 2025 at 6:28 GMT by The Clarion-Ledger

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Chasing Clicks: How a Golfing Dog and Other Quirky Content Are Fueling Mississippi’s Social Media Boom

Mississippi might not be the first place that springs to mind when you think of social media influencers, but a burgeoning scene is quietly taking root across the Magnolia State. A recent article in the Clarion Ledger highlights the increasingly creative (and sometimes bizarre) lengths Mississippians are going to in order to capture viral attention and build online followings – all fueled by the ever-present desire for likes, shares, and ultimately, monetization. At the heart of this trend is a surprisingly popular star: a golden retriever named "Buddy" who plays golf.

The article centers around Buddy, whose Instagram account (@buddythegolfdog) boasts over 30,000 followers and has garnered significant regional attention. Owner Justin Miller, from Rankin County, initially started the account as a fun hobby, filming Buddy retrieving golf balls and occasionally “swinging” (more like nudging with his nose) a club. The videos quickly resonated with audiences, particularly those charmed by adorable animals doing human-like activities. Miller’s success isn't just about cute content; it's also about consistent posting, strategic use of hashtags (#golfdog, #mississippi, #goldenretriever), and engaging directly with his audience. He even leveraged local media attention – including a segment on WLBT (as mentioned in the article) – to further boost visibility.

However, Buddy isn’t alone in Mississippi's quest for viral fame. The Clarion Ledger piece showcases several other individuals and groups employing equally unconventional tactics. These include:

• The "Mississippi Mermaid": Sarah Beth Clendenin, who dresses as a mermaid and films underwater videos in the Pearl River. While her content is visually striking and taps into a fantastical aesthetic, it also requires significant effort and specialized equipment (like scuba gear), highlighting the dedication needed to stand out online. She's built a substantial following on TikTok and Instagram, demonstrating that niche interests can find dedicated audiences.
• The "Mississippi Mannequins": A group of friends who dress up in elaborate costumes and stage comedic photo shoots at Mississippi landmarks. Their humor relies heavily on absurdity and unexpected juxtapositions – a mannequin dressed as Elvis Presley posing with a catfish, for example. This approach leans into the state’s unique cultural identity and provides a humorous commentary on everyday life.
• Local Musicians & Artists: The article notes that many local musicians and artists are utilizing social media to promote their work, often foregoing traditional avenues of promotion in favor of direct engagement with potential fans. This bypasses gatekeepers and allows for more control over branding and messaging.

The underlying theme explored by the Clarion Ledger is the democratization of fame facilitated by platforms like Instagram, TikTok, and YouTube. Previously, gaining widespread recognition required significant investment in traditional media – television, radio, print advertising. Now, anyone with a smartphone and an internet connection can theoretically reach millions. However, this ease of access also creates intense competition. The sheer volume of content being produced means that creators have to work harder than ever to cut through the noise and capture fleeting attention spans.

The article touches upon the financial incentives driving this trend. While most Mississippi social media stars aren't earning a living solely from their online presence, many are generating income through brand partnerships, sponsored posts, merchandise sales, and crowdfunding platforms like Patreon. Miller, for example, has been able to monetize Buddy’s popularity by selling branded merchandise (dog toys, hats) and collaborating with local businesses. The potential for financial reward motivates creators to constantly innovate and experiment with new content formats.

Furthermore, the pursuit of viral fame isn't solely about money. For many, it's a form of self-expression, community building, and creative outlet. The article suggests that these online communities provide a sense of belonging and validation for individuals who might otherwise feel isolated or overlooked. The "Mississippi Mermaid"’s underwater videos, for example, aren’t just about visual spectacle; they represent a connection to nature and a unique form of artistic expression.

However, the article also subtly hints at potential pitfalls. The constant pressure to create engaging content can lead to burnout and anxiety. The pursuit of likes and validation can be emotionally draining. And the fleeting nature of viral fame means that creators must constantly reinvent themselves to stay relevant. As the Clarion Ledger suggests, maintaining a consistent brand and cultivating genuine connections with an audience are crucial for long-term success in this ever-evolving digital landscape. Buddy the Golf Dog’s enduring appeal likely lies not just in his cuteness, but also in Miller's authentic engagement with his followers and his ability to consistently deliver content that brings joy.

The rise of Mississippi social media stars like Buddy highlights a broader cultural shift: the blurring lines between amateur creativity, online entertainment, and professional marketing – all driven by the universal human desire for recognition and connection.