🔗 Share this article

First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an obvious target for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an advertising revolution, in which large companies are allocating substantial funds to content creators and reducing expenditure on promoting products in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Today, a spree of amateur-created clips have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or making fragrance last longer, along with a cure for squeaky doors. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. So too were ideas it could prolong perfume and revive leather bags. Proposals that it might whiten teeth or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. The company's chief executive, newly named, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, talked about by other people, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors seismic changes occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in declines in broadcast and newspaper ads. Within the United Kingdom, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as large companies almost become production houses themselves, partnering with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Marketing investment on influencer marketing is rising at quadruple the rate than total media spending. Stateside, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”