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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an obvious target for social media algorithms.

However, its rise as a TikTok talking point has positioned it at the vanguard of an advertising revolution, seeing big businesses allocating substantial funds to content creators and devoting less capital to advertising goods 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 rubbing their skin with a residue from oil extraction. Today, a spree of content from users have chronicled its broad application in “everyday tips”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for creaky hinges. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. So too were ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Now it’s many conversations, various groups. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by consumers, recommended by peers, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects dramatic transformations taking place in media consumption, with the youth demographic allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by declines in TV and print advertising. Within the United Kingdom, ad revenues for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as brands effectively act as media producers, partnering with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions 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 big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

The approach is growing. Promotional expenditure on the creator economy is growing fourfold quicker than total media spending. In the US, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”