🔗 Share this article

First identified more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an obvious target for social media algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, seeing big businesses spending big on content creators and putting fewer resources into marketing items in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Now, a flood of amateur-created clips have recorded its extensive utilization in “life hacks”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for noisy doorways. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Suggestions it could bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

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 killing the party” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a broadcast model, where we would just broadcast out … Now it’s many conversations, diverse communities. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by users, talked about by other people, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to digital networks than television, magazines or radio.

The transition is visible in declines in traditional media advertising. In the UK, ad revenues for leading TV channels have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as brands effectively act as media producers, partnering with a multitude of digital creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“Many companies report to us people trust recommendations from the individuals they follow more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

The approach is growing. Advertising spending on digital creator partnerships is growing fourfold quicker than the broader media sector. Across the United States, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Even with this transformation, 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 the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”