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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an natural focus for social media algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, in which large companies are spending big on content creators and putting fewer resources into promoting products in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Now, a flood of content from users have recorded its extensive utilization in “practical tricks”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for creaky hinges. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were validated. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Proposals that it might brighten smiles or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without killing the party” was crucial.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Now it’s many conversations, various groups. Changes in digital feeds means that these audiences appear specific, however, they are large.

“Having your brand advocated by consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects seismic changes occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than traditional TV, print, or radio.

This change is evidenced by falling revenues for TV and print advertising. Across Britain, commercial funding for primary networks have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the individuals they follow more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over large-scale legacy ad buys, which also permits simpler message refinement to gauge performance.

The approach is growing. Marketing investment on influencer marketing is growing fourfold quicker than the broader media sector. Across the United States, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. 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.”