🔗 Share this article

First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an natural focus for online content feeds.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, in which large companies are allocating substantial funds to content creators and reducing expenditure on marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Currently, a wave of content from users have documented the product’s widespread use in “everyday tips”.

Hailed as a solution for polishing footwear or extending perfume longevity, and also a remedy for noisy doorways. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. This was also the case for ideas it could prolong perfume and rejuvenate purses. Proposals that it might whiten teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without dampening the fun” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Today, it's numerous dialogues, various groups. Changes in digital feeds means that these audiences appear specific, however, they are large.

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

A Revolutionary Change in Media

The strategy reflects dramatic transformations taking place in media consumption, with younger consumers spending more time on digital networks than legacy broadcast and print media.

The transition is visible in drops in broadcast and newspaper ads. Across Britain, ad revenues for major broadcasters have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as large companies almost become production houses themselves, partnering with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Advertising spending on the creator economy is rising at quadruple the rate than total media spending. Stateside, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”