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

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, where major corporations are investing heavily in content creators and reducing expenditure on promoting products in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Today, a spree of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for creaky hinges. Users have even applied it to stop the scourge of snack dust adhering to hands.

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 sharing the findings with influencers.

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 bleach teeth or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend a full fifty percent of its huge ad budget 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 connecting with customers. She said interacting online “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 talking about what they used.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Now it’s many conversations, various groups. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by consumers, 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

The strategy reflects seismic changes taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in declines in TV and print advertising. In the UK, ad revenues for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube 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 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 test effectiveness.

The approach is growing. Promotional expenditure on influencer marketing is growing fourfold quicker than the broader media sector. Stateside, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”