🔗 Share this article

As a product discovered over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, where major corporations are allocating substantial funds to content creators and putting fewer resources into marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Today, a spree of amateur-created clips have chronicled its broad application in “everyday tips”.

Hailed as a solution for polishing footwear or extending perfume longevity, and also a remedy for squeaky doors. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were validated. So too were ideas it could prolong perfume and rejuvenate purses. Proposals that it might 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. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

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

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without dampening the fun” 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 talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by users, recommended by peers, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates seismic changes happening in audience habits, with the youth demographic spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by drops in TV and print advertising. In the UK, ad revenues for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a media convergence as brands effectively act as media producers, linking up with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the individuals they follow more than they trust ads. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Promotional expenditure on influencer marketing is increasing four times faster than the media industry overall. Across the United States, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

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.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”