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First identified over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an natural focus for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, seeing big businesses spending big on content creators and devoting less capital to marketing items in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have chronicled its broad application in “practical tricks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for creaky hinges. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could prolong perfume and revive leather bags. Proposals that it might whiten teeth or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Now it’s many conversations, various groups. The shift of the algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by other people, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates dramatic transformations occurring in how media is consumed, with the youth demographic devoting greater hours to social media platforms than traditional TV, print, or radio.

This change is evidenced by falling revenues for traditional media advertising. Within the United Kingdom, advertising income for primary networks have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as large companies almost become production houses themselves, collaborating with hundreds of content creators to boost their products.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

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

TV's Lasting Role

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

She added: “Among the most effective advertising investments 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.”