🔗 Share this article

Originally found more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an natural focus for social media algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, seeing big businesses allocating substantial funds to content creators and devoting less capital to promoting products in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for noisy doorways. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. So too were ideas it could lengthen scent duration and revive leather bags. Suggestions it could whiten teeth or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

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, ad revenues for primary networks have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention 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.

“A lot of brands are telling us people trust recommendations from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Promotional expenditure on the creator economy is increasing four times faster than the media industry overall. In the US, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”