This spring, pet accessories company Wild One launched ad campaigns for a new dog toy—a rubber cylinder with a tennis ball wedged inside—on TikTok, Facebook and Instagram. The TikTok campaign, a time-lapse video of a dog trying to wrestle the tennis ball free, took off, according to Rose Mayo, vice president of growth at Wild One’s parent company, Very Great, who credited the TikTok ads with driving a tenfold increase in sales of the product. The campaigns on Facebook and Instagram, by comparison, had a more muted impact and did not drive a similar burst of sales, she said.

“In 2021, if you had asked a brand if they were going to include TikTok in their launch strategy, they would have told you no—for most brands,” Mayo said. “I don’t think hardly any brands would tell you no now.”