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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot 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 placed it at the forefront of an marketing transformation, where major corporations are investing heavily in content creators and reducing expenditure on promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have documented the product’s widespread use in “everyday tips”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Detecting the product’s new life online, marketers at Unilever boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. So too were ideas it could prolong perfume and rejuvenate purses. Proposals that it might bleach teeth or extend lashes were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This observation of social channels to guide corporate planning has been labeled “social listening”. The company's chief executive, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without killing the party” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by users, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors seismic changes happening in audience habits, with younger consumers allocating more attention to digital networks than traditional TV, print, or radio.

This change is evidenced by declines in broadcast and newspaper ads. Across Britain, commercial funding for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with a multitude of digital creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the individuals they follow more than they trust ads. It's an ongoing shift.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Marketing investment on influencer marketing is growing fourfold quicker than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”