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First identified over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered 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 promoting products in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for noisy doorways. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, executives at the multinational amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. So too were ideas it could lengthen scent duration and revive leather bags. Claims that it would brighten smiles or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without killing the party” was crucial.

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

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, various groups. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Having your brand advocated by other people, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors seismic changes happening in audience habits, with younger consumers spending more time on apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by drops in broadcast and newspaper ads. In the UK, advertising income for major broadcasters have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as brands effectively act as media producers, linking up with a multitude of digital creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

Such methods are increasing. Promotional expenditure on the creator economy is growing fourfold quicker than the media industry overall. In the US, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”