🔗 Share this article

As a product discovered over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an natural focus for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, seeing big businesses investing heavily in content creators and reducing expenditure on promoting products in traditional media.

From Oil Rigs to Online Hacks

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

It has been touted as a fix for dirty sneakers or making fragrance last longer, along with a cure for noisy doorways. Users have even applied it to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were confirmed. This was also the case for ideas it could prolong perfume and restore leather handbags. Suggestions it could bleach teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

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 killing the party” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“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 groups seem specialized, but they’re not.

“Ensuring your product is discussed by other people, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates seismic changes taking place in media consumption, with the youth demographic spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by drops in broadcast and newspaper ads. Within the United Kingdom, ad revenues for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a media convergence as brands effectively act as media producers, partnering with numerous influencers to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Many companies report to us people trust recommendations from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Advertising spending on digital creator partnerships is rising at quadruple the rate than total media spending. Across the United States, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”