🔗 Share this article

As a product discovered over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an natural focus for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, in which large companies are investing heavily in content creators and putting fewer resources into marketing items in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Now, a flood of content from users have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or making fragrance last longer, and also a remedy for squeaky doors. It has even been deployed to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Suggestions that it lessened the burn from hot food on the lips were confirmed. So too were ideas it could extend fragrance and rejuvenate purses. Proposals that it might bleach teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without killing the party” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

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

“If you can make sure your brand is shared by other people, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates seismic changes occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to social media platforms than television, magazines or radio.

The shift is reflected in drops in TV and print advertising. Across Britain, advertising income for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a media convergence as brands effectively act as media producers, collaborating with hundreds of content creators to enhance their items.

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.

“Many companies report to us consumers have more faith in suggestions from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

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

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

She added: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”