🔗 Share this article

First identified more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an obvious target for online content feeds.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an marketing transformation, seeing big businesses spending big on content creators and devoting less capital to advertising goods in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Now, a flood of content from users have documented the product’s widespread use in “everyday tips”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for creaky hinges. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational boosted the tips 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 given the thumbs up. So too were ideas it could lengthen scent duration and revive leather bags. Proposals that it might whiten teeth or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without dampening the fun” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Now it’s many conversations, many communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects profound shifts happening in audience habits, with the youth demographic allocating more attention to social media platforms than legacy broadcast and print media.

The shift is reflected in declines in broadcast and newspaper ads. Across Britain, 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

This further signifies a blurring of media roles as large companies almost become production houses themselves, collaborating with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Advertising spending on the creator economy is rising at quadruple the rate than the media industry overall. Stateside, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”