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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an clear candidate for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, where major corporations are allocating substantial funds to content creators and devoting less capital to advertising goods in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Currently, a wave of content from users have documented the product’s widespread use in “practical tricks”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for squeaky doors. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, strategists within the corporation boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. So too were ideas it could extend fragrance and rejuvenate purses. Claims that it would bleach teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without spoiling the atmosphere” was crucial.

“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.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by consumers, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects seismic changes taking place in media consumption, with younger consumers devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by falling revenues for broadcast and newspaper ads. In the UK, advertising income for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as brands effectively act as media producers, collaborating with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Advertising spending on influencer marketing is growing fourfold quicker than the broader media sector. In the US, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”