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As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an clear candidate for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, seeing big businesses investing heavily in content creators and putting fewer resources into promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Today, a spree of amateur-created clips have recorded its extensive utilization in “practical tricks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for squeaky doors. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks by asking their own scientists to test them 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 lengthen scent duration and revive leather bags. Proposals that it might brighten smiles or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, newly named, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“The trend is shifting 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 groups seem specialized, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers spending more time on digital networks than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. Across Britain, ad revenues for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a blurring of media roles as large companies almost become production houses themselves, partnering with a multitude of digital creators to enhance their items.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the creators they engage with more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Marketing investment on the creator economy is increasing four times faster than the media industry overall. Stateside, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed TV advertising still had a prominent role 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 major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”