🔗 Share this article

Originally found more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an natural focus for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an advertising revolution, in which large companies are spending big on content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Today, a spree of user-generated videos have chronicled its broad application in “practical tricks”.

Promoted as a solution for polishing footwear or making fragrance last longer, along with a cure for squeaky doors. Its use has even extended to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and revive leather bags. Proposals that it might brighten smiles or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just send out ads … 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. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates profound shifts taking place in media consumption, with the youth demographic allocating more attention to digital networks than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. In the UK, commercial funding for major broadcasters have dropped substantially in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, linking up with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow more than they trust ads. This is a persistent pattern.”

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

The approach is growing. Advertising spending on digital creator partnerships is growing fourfold quicker than total media spending. Across the United States, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”