🔗 Share this article

Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an obvious target for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, where major corporations are investing heavily in content creators and devoting less capital to marketing items in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have chronicled its broad application in “life hacks”.

Hailed as a fix for dirty sneakers or extending perfume longevity, as well as a fix for squeaky doors. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. So too were ideas it could prolong perfume and rejuvenate purses. Claims that it would whiten teeth or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was paramount.

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

“The trend is shifting from a one-to-many model, where we would just transmit messages … Now it’s many conversations, diverse 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. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects seismic changes occurring in how media is consumed, with the youth demographic devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in drops in TV and print advertising. Within the United Kingdom, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

This further signifies a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. It's an ongoing shift.”

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

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

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”