🔗 Share this article

As a product discovered more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an natural focus for online content feeds.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an advertising revolution, where major corporations are allocating substantial funds to content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Currently, a wave of user-generated videos have documented the product’s widespread use in “life hacks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for creaky hinges. Users have even applied it to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational 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 sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Claims that it would whiten teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Evolving With Audience Behavior

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without killing the party” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“Having your brand advocated by users, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects seismic changes occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to digital networks than legacy broadcast and print media.

The transition is visible in declines in broadcast and newspaper ads. In the UK, commercial funding for major broadcasters have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

This further signifies a merging of functions as brands effectively act as media producers, partnering with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow more than they trust ads. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

The approach is growing. Promotional expenditure on influencer marketing is increasing four times faster than the media industry overall. Stateside, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”