🔗 Share this article

First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an obvious target for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Now, a flood of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for creaky hinges. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. This was also the case for ideas it could prolong perfume and revive leather bags. Claims that it would bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without killing the party” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do 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 send out ads … Currently, it's countless discussions, various groups. Changes in digital feeds means that these communities feel niche, however, they are large.

“Having your brand advocated by users, recommended by peers, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

This plan mirrors dramatic transformations happening in audience habits, with younger consumers spending more time on social media platforms than legacy broadcast and print media.

The transition is visible in declines in traditional media advertising. Across Britain, commercial funding for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as corporations essentially turn into content studios, linking up with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention 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 consumers have more faith in suggestions from the individuals they follow more than they trust ads. This is a persistent pattern.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Advertising spending on the creator economy is rising at quadruple the rate than the media industry overall. Stateside, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

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 concerns who commands eyeballs … There is undoubtedly a future for traditional media.”