🔗 Share this article

First identified over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an obvious target for digital platform algorithms.

However, its rise as a viral TikTok topic has placed it at the forefront of an marketing transformation, seeing big businesses investing heavily in content creators and devoting less capital to advertising goods in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Currently, a wave of content from users have documented the product’s widespread use in “practical tricks”.

It has been touted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for squeaky doors. It has even been deployed to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims 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 lengthen scent duration and revive leather bags. Suggestions it could whiten teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to ramp up funding for 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 social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “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.

“The trend is shifting from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by consumers, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates dramatic transformations occurring in how media is consumed, with the youth demographic spending more time on social media platforms than legacy broadcast and print media.

The shift is reflected in falling revenues for broadcast and newspaper ads. Within the United Kingdom, ad revenues for leading TV channels have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as brands effectively act as media producers, collaborating with a multitude of digital creators to enhance their items.

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 viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Marketing investment on the creator economy is increasing four times faster than total media spending. Across the United States, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”