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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an obvious target for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, seeing big businesses spending big on content creators and reducing expenditure on marketing items in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have documented the product’s widespread use in “practical tricks”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for squeaky doors. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Claims that it would brighten smiles or extend lashes were debunked.

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 helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations occurring in how media is consumed, with the youth demographic allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in declines in broadcast and newspaper ads. In the UK, advertising income for major broadcasters have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

It also reflects a blurring of media roles as brands effectively act as media producers, partnering with numerous influencers to enhance their items.

Leon Harlow 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 viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than the media industry overall. In the US, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, experts 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: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”