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First identified more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an clear candidate for social media algorithms.

However, its rise as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, seeing big businesses spending big on content creators and devoting less capital to advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Today, a spree of content from users have chronicled its broad application in “everyday tips”.

Hailed as a solution for polishing footwear or extending perfume longevity, as well as a fix for noisy doorways. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Claims that it would bleach teeth or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without killing the party” was crucial.

“How do brands authentically become part of the conversation? 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 broadcast model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these groups seem specialized, but they’re not.

“Having your brand advocated by users, recommended by peers, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects seismic changes happening in audience habits, with the youth demographic devoting greater hours to digital networks than legacy broadcast and print media.

The shift is reflected in declines in TV and print advertising. In the UK, ad revenues for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a media convergence as large companies almost become production houses themselves, linking up with numerous influencers 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 Instagram, TikTok and YouTube than they are watching live TV or reading print.

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

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Marketing investment on the creator economy is increasing four times faster than the media industry overall. In the US, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”