🔗 Share this article

As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an clear candidate for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, seeing big businesses allocating substantial funds to content creators and devoting less capital to marketing items in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Now, a flood of user-generated videos have recorded its extensive utilization in “practical tricks”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for squeaky doors. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. Similarly supported were ideas it could extend fragrance and restore leather handbags. Suggestions it could brighten smiles or extend lashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. Unilever's CEO, newly named, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Now it’s many conversations, various groups. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by consumers, recommended by peers, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates profound shifts occurring in how media is consumed, with the youth demographic devoting greater hours to social media platforms than television, magazines or radio.

The shift is reflected in drops in broadcast and newspaper ads. Across Britain, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as brands effectively act as media producers, linking up with numerous influencers to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than the broader media sector. In the US, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”