🔗 Share this article

First identified more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an clear candidate for online content feeds.

However, its rise as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, seeing big businesses investing heavily in content creators and reducing expenditure on advertising goods in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Now, a flood of content from users have recorded its extensive utilization in “life hacks”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for squeaky doors. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were validated. This was also the case for ideas it could prolong perfume and rejuvenate purses. Proposals that it might bleach teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without killing the party” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by other people, talked about by other people, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates seismic changes taking place in media consumption, with the youth demographic allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. In the UK, ad revenues for primary networks have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as brands effectively act as media producers, collaborating with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on influencer marketing is rising at quadruple the rate than the media industry overall. Stateside, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”