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As a product discovered over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, in which large companies are investing heavily in content creators and devoting less capital to marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

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

Hailed as a solution for polishing footwear or extending perfume longevity, as well as a fix for noisy doorways. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were confirmed. This was also the case for ideas it could extend fragrance and restore leather handbags. Suggestions it could whiten teeth or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said interacting online “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? 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 one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by users, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to social media platforms than legacy broadcast and print media.

The shift is reflected in declines in traditional media advertising. Within the United Kingdom, commercial funding for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as large companies almost become production houses themselves, collaborating with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Advertising spending on influencer marketing is growing fourfold quicker than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, industry figures 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: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”