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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, in which large companies are spending big on content creators and reducing expenditure on promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Today, a spree of amateur-created clips have recorded its extensive utilization in “everyday tips”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for squeaky doors. Its use has even extended to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would whiten teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a one-to-many model, where we would just send out ads … Now it’s many conversations, many communities. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by other people, recommended by peers, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations occurring in how media is consumed, with the youth demographic spending more time on digital networks than television, magazines or radio.

This change is evidenced by drops in TV and print advertising. Within the United Kingdom, advertising income for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a blurring of media roles as large companies almost become production houses themselves, linking up with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Marketing investment on influencer marketing 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 multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”