🔗 Share this article

First identified more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an natural focus for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an marketing transformation, in which large companies are investing heavily in content creators and putting fewer resources into advertising goods in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who saw laborers applying to their skin with a residue from oil extraction. Today, a spree of content from users have recorded its extensive utilization in “life hacks”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for noisy doorways. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were validated. So too were ideas it could prolong perfume and restore leather handbags. Proposals that it might brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without dampening the fun” was paramount.

“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, but they’re not.

“Ensuring your product is discussed by consumers, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations happening in audience habits, with younger consumers allocating more attention to digital networks than television, magazines or radio.

This change is evidenced by drops in traditional media advertising. In the UK, advertising income for primary networks have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as corporations essentially turn into content studios, partnering with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the creators they engage with more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”