🔗 Share this article

First identified more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an natural focus for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an promotional upheaval, seeing big businesses spending big on content creators and devoting less capital to advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have recorded its extensive utilization in “life hacks”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for noisy doorways. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were validated. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Claims that it would bleach teeth or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. 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, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Now it’s many conversations, various groups. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“Having your brand advocated by consumers, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects seismic changes taking place in media consumption, with the youth demographic spending more time on social media platforms than legacy broadcast and print media.

This change is evidenced by falling revenues for TV and print advertising. Within the United Kingdom, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as brands effectively act as media producers, collaborating with hundreds of content creators to boost their products.

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

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

The approach is growing. Promotional expenditure on influencer marketing is growing fourfold quicker than the media industry overall. Stateside, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”