You may have noticed a shift in the type of content appearing on Facebook and Instagram over the years. In between funny anecdotes shared by friends, eye-roll inducing political rants from relatives and all those puppy pics, you’re probably seeing a lot more ads for businesses you’ve never heard of before.

Many of these businesses offer a few niche products, sell online only and advertise almost exclusively through social media. But don’t let that fool you. Though they may not be widely known, the businesses are often doing millions of dollars in revenue a year.

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