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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an natural focus for digital platform algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, seeing big businesses allocating substantial funds to content creators and devoting less capital to promoting products in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Today, a spree of user-generated videos have recorded its extensive utilization in “everyday tips”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for noisy doorways. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were validated. This was also the case for ideas it could extend fragrance and revive leather bags. Proposals that it might whiten teeth or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and talking about what they used.

“The trend is shifting from a broadcast model, where we would just broadcast out … Now it’s many conversations, diverse communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

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

A Fundamental Consumption Turn

This plan mirrors profound shifts happening in audience habits, with the youth demographic devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by drops in broadcast and newspaper ads. In the UK, advertising income for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, collaborating with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Advertising spending on digital creator partnerships is rising at quadruple the rate than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”