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First identified over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an obvious target for social media algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead 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

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have chronicled its broad application in “everyday tips”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for squeaky doors. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

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

Assertions that it diminished the burn from hot food on the lips were validated. Similarly supported were ideas it could extend fragrance and revive leather bags. Claims that it would brighten smiles or make eyelashes longer 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 monitoring of online platforms to guide corporate planning has been termed “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Now it’s many conversations, various groups. The shift of the algorithms means that these audiences appear specific, but they’re not.

“Having your brand advocated by consumers, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates profound shifts taking place in media consumption, with younger consumers devoting greater hours to digital networks than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. In the UK, advertising income for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. This is a persistent pattern.”

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. Promotional expenditure on influencer marketing is increasing four times faster than the media industry overall. In the US, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”