🔗 Share this article

First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an clear candidate for social media algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an advertising revolution, in which large companies are spending big on content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Today, a spree of content from users have recorded its extensive utilization in “practical tricks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, along with a cure for noisy doorways. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Suggestions that it lessened the burn from hot food on the lips were confirmed. This was also the case for ideas it could prolong perfume and revive leather bags. Claims that it would whiten teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, newly named, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“The trend is shifting from a broadcast model, where we would just transmit messages … Now it’s many conversations, many communities. Changes in digital feeds means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by consumers, talked about by other people, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates profound shifts occurring in how media is consumed, with the youth demographic spending more time on social media platforms than legacy broadcast and print media.

The transition is visible in drops in broadcast and newspaper ads. Within the United Kingdom, ad revenues for leading TV channels have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as corporations essentially turn into content studios, partnering with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Promotional expenditure on the creator economy is increasing four times faster than the broader media sector. In the US, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”