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Originally found more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as an obvious target for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Currently, a wave of user-generated videos have chronicled its broad application in “practical tricks”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for creaky hinges. Users have even applied it to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. This was also the case for ideas it could extend fragrance and revive leather bags. Suggestions it could bleach teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by consumers, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates profound shifts occurring in how media is consumed, with the youth demographic spending more time on apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in drops in TV and print advertising. Within the United Kingdom, commercial funding for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a media convergence as large companies almost become production houses themselves, collaborating with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

This strategy is expanding. Advertising spending on influencer marketing is increasing four times faster than the broader media sector. In the US, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

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: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”