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First identified more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an obvious target for social media algorithms.

Nonetheless, its ascent 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 putting fewer resources into promoting products in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Currently, a wave of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Hailed as a solution for polishing footwear or making fragrance last longer, and also a remedy for squeaky doors. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were confirmed. Similarly supported were ideas it could prolong perfume and revive leather bags. Claims that it would bleach teeth or extend lashes were disproven.

A Plan Built on ‘Social Listening’

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

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend a full fifty percent of its huge ad budget on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without killing the party” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by users, talked about by other people, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors profound shifts taking place in media consumption, with younger consumers spending more time on digital networks than legacy broadcast and print media.

This change is evidenced by drops in TV and print advertising. Within the United Kingdom, ad revenues for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as large companies almost become production houses themselves, linking up with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

The approach is growing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the broader media sector. In the US, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

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