🔗 Share this article

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

However, its rise as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, seeing big businesses investing heavily in content creators and putting fewer resources into marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have recorded its extensive utilization in “everyday tips”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for noisy doorways. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were confirmed. So too were ideas it could prolong perfume and revive leather bags. Claims that it would brighten smiles or lengthen eyelashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been labeled “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without killing the party” was essential.

“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 sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Now it’s many conversations, many communities. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“Having your brand advocated by users, recommended by peers, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates seismic changes taking place in media consumption, with younger consumers allocating more attention to digital networks than traditional TV, print, or radio.

This change is evidenced by declines in broadcast and newspaper ads. Across Britain, advertising income for primary networks have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as brands effectively act as media producers, linking up with numerous influencers to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Marketing investment on digital creator partnerships is growing fourfold quicker than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”