🔗 Share this article

First identified more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an obvious target for online content feeds.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an marketing transformation, where major corporations are allocating substantial funds to content creators and putting fewer resources into promoting products in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Now, a flood of content from users have chronicled its broad application in “everyday tips”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for noisy doorways. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were validated. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could brighten smiles or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend a full fifty percent of its huge ad budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by other people, talked about by other people, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with younger consumers spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. Within the United Kingdom, ad revenues for leading TV channels have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

This further signifies a media convergence as corporations essentially turn into content studios, partnering with numerous influencers to promote their goods.

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 digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “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.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”