🔗 Share this article

Originally found more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an natural focus for online content feeds.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, where major corporations are spending big on content creators and putting fewer resources into marketing items in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of user-generated videos have chronicled its broad application in “everyday tips”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for creaky hinges. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever boosted the tips 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 validated. So too were ideas it could prolong perfume and revive leather bags. Claims that it would bleach teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This remains our core objective 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 send out ads … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by users, talked about by other people, 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 profound shifts taking place in media consumption, with the youth demographic allocating more attention to social media platforms than traditional TV, print, or radio.

The transition is visible in declines in TV and print advertising. In the UK, ad revenues for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as large companies almost become production houses themselves, linking up with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels 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 investing in creators over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Advertising spending on digital creator partnerships is increasing four times faster than total media spending. In the US, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”