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Nonsense, who says cats and dogs aren't children? We are clearly already raising "fur babies"!
As more and more young people treat cats and dogs as "fur babies," providing them with the best quality of life has become the new trend in "parenting."
Petgravity was originally an obscure pet supplies brand, but recently it has quickly gone viral on TikTok thanks to its smart pet water fountain, especially in the North American market, where this product has become a must-have hot item for many pet owners.
From Unknown Brand to TikTok’s Hot-Selling Pet Water Fountain
Petgravity is not a big company with deep pockets. Its team doesn't have a huge budget to "burn money" on advertising. What they can rely on is only the short video platform TikTok and some creative content.
On October 11, this "Smart Pet Water Fountain" quietly launched on TikTok Shop in the US region. In the first few days, it attracted almost no attention, and the team was even a bit worried that this attempt might be a flop.
Unexpectedly, the thoughtful design of this water fountain and the genuine positive reviews from pet owners quickly sparked spontaneous user sharing. Users found that it not only ensures the hygiene of pets' drinking water but also reduces the hassle of frequent refilling, meeting the daily needs of pet owners. Many people began sharing their experiences on TikTok, driving the spread of the product’s reputation.
Starting from October 26,in just three days, the sales of this water fountain soared by 753.8%, with sales revenue exceeding $411,300 (about RMB 2.98 million), jumping to second place on TikTok US’s trending product list.
Image source: FastMoss
Let the Product “Enter” Users’ Daily Lives
Based on this example,the Petgravity team quickly realized that TikTok users prefer authentic, everyday content displays rather than overly packaged advertisements. To further expand the brand’s influence, the Petgravity team decided,not to make stiff ads, but to let the product “enter daily life”.
They collaborated with a large number of mid-tier influencers. According to reports, Petgravity worked with 462 influencers, releasing 490 product promotion videos, allowing their products to reach a large number of pet owners in a short period of time.
Image source: FastMoss
These mid-tier influencers’ daily lives are similar to ordinary people, their fans are highly engaged, and their content is more authentic, such as TikTok influencer @chidsj with 400,000 followers.
@chidsj’s video, just 49 seconds long, authentically showed the scene of a cat using the water fountain. Soon, the video exceeded 10.2 million views and received 243,900 likes. This kind of “real life” display not only brought sales growth to the Petgravity brand but also helped build trust in the brand among users.
TikTok influencer @chidsj promotional video
Leveraging TikTok, Low-Cost Entry into Overseas Markets
Petgravity’s success is not just due to one viral video; it also utilized one of TikTok’s core advantages: decentralized dissemination.
On TikTok, any small creator can potentially reach a wide audience through the platform’s algorithm, not just the top influencers with huge follower counts. So the brand seized this opportunity, established hashtags like #petgravity, and encouraged users to share their experiences, increasing brand exposure.
The effect of this strategy was immediate. User-generated content (UGC) on TikTok brought unexpected traffic to the brand. This is not only a low-cost marketing method, but also turns users into loyal brand promoters.
TikTok-#petgravityj topic
The Opportunity Behind Petgravity’s Success: Going Global in the Pet Market
Petgravity’s success is not only due to successful content marketing, but also because it tapped into the blue ocean of the smart pet supplies market.
Data shows that North America and Europe are the main markets for global pet supplies, accounting for 71.2% of the market share, and will continue to grow steadily in the coming years. The pet water fountain market size is expected to reach 980 million yuan in 2024, and is expected to grow to 1.82 billion yuan by 2030.
For other pet brands, this is a highly promising market direction. Through precise communication on platforms like TikTok, there is every opportunity to open up new territory in the global market.
Data source: DIResaerch research compilation
Conclusion
The story of Petgravity, from an unknown small brand to a TikTok hit, proves a simple but profound truth: on TikTok, small brands also have the opportunity to tell great stories and win the favor of global users.
For other brands, TikTok provides a content-driven platform. As long as you know how to capture users’ emotional needs and tell your brand story well, going global is not as distant as imagined. Today’s global market is still full of opportunities, and TikTok may just be the key to unlocking this market.
