🔗 Share this article

First identified more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an clear candidate for social media algorithms.

However, its rise as a TikTok talking point has thrust it into the lead of an marketing transformation, in which large companies are spending big on content creators and reducing expenditure on marketing items in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of content from users have documented the product’s widespread use in “life hacks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Suggestions it could brighten smiles or extend lashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without dampening the fun” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these groups seem specialized, yet they are vast.

“If you can make sure your brand is shared by consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects profound shifts occurring in how media is consumed, with younger consumers spending more time on digital networks than legacy broadcast and print media.

This change is evidenced by drops in TV and print advertising. Across Britain, advertising income for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a merging of functions as large companies almost become production houses themselves, linking up with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on 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 compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to gauge performance.

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

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed television commercials still played a key part 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. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”