🔗 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 viral TikTok topic has thrust it into the lead of an promotional upheaval, where major corporations are spending big on content creators and putting fewer resources into advertising goods in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Today, a spree of amateur-created clips have chronicled its broad application in “everyday tips”.

It has been touted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for squeaky doors. It has even been deployed to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Detecting the product’s new life online, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Proposals that it might bleach teeth or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Now it’s many conversations, various groups. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by consumers, talked about by other people, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors profound shifts taking place in media consumption, with younger consumers devoting greater hours to digital networks than traditional TV, print, or radio.

This change is evidenced by drops in broadcast and newspaper ads. Within the United Kingdom, advertising income for primary networks have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as corporations essentially turn into content studios, linking up with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the individuals they follow more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by investing in creators over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Promotional expenditure on the creator economy is rising at quadruple the rate than total media spending. In the US, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”