🔗 Share this article

First identified more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline may not seem like an clear candidate for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an advertising revolution, in which large companies are allocating substantial funds to content creators and reducing expenditure on 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 saw laborers rubbing their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for creaky hinges. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Detecting the product’s new life online, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

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 restore leather handbags. Claims that it would bleach teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors seismic changes taking place in media consumption, with the youth demographic devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by drops in traditional media advertising. Within the United Kingdom, commercial funding for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a media convergence as corporations essentially turn into content studios, partnering with numerous influencers to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. 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 gauge performance.

Such methods are increasing. Advertising spending on influencer marketing is rising at quadruple the rate 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.

Traditional Media's Continued Place

Despite the huge changes, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”