🔗 Share this article

First identified more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an obvious target for social media algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an advertising revolution, in which large companies are investing heavily in content creators and devoting less capital to marketing items in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Now, a flood of amateur-created clips have recorded its extensive utilization in “practical tricks”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for squeaky doors. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. This was also the case for ideas it could extend fragrance and rejuvenate purses. Proposals that it might bleach teeth or make eyelashes longer were debunked.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without killing the party” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences 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. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by other people, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations happening in audience habits, with younger consumers devoting greater hours to digital networks than traditional TV, print, or radio.

The shift is reflected in declines in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as large companies almost become production houses themselves, collaborating with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Advertising spending on influencer marketing is rising at quadruple the rate than the media industry overall. Across the United States, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”