🔗 Share this article

Originally found over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an natural focus for online content feeds.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an advertising revolution, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Currently, a wave of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a solution for polishing footwear or extending perfume longevity, and also a remedy for creaky hinges. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were validated. Similarly supported were ideas it could extend fragrance and revive leather bags. Suggestions it could whiten teeth or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. The company's chief executive, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without dampening the fun” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a one-to-many model, where we would just send out ads … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by other people, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations occurring in how media is consumed, with the youth demographic spending more time on social media platforms than television, magazines or radio.

This change is evidenced by declines in broadcast and newspaper ads. Within the United Kingdom, advertising income for primary networks have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, linking up with numerous influencers to boost their products.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and they’re spending a lot more time on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Advertising spending on the creator economy is increasing four times faster than the broader media sector. Across the United States, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, executives said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”