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First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an promotional upheaval, in which large companies are investing heavily in content creators and reducing expenditure on marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Now, a flood of content from users have chronicled its broad application in “practical tricks”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for squeaky doors. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, marketers at Unilever boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were validated. This was also the case for ideas it could extend fragrance and restore leather handbags. Suggestions it could whiten teeth or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without dampening the fun” was crucial.

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by consumers, recommended by peers, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations taking place in media consumption, with the youth demographic devoting greater hours to social media platforms than legacy broadcast and print media.

The transition is visible in drops in broadcast and newspaper ads. In the UK, ad revenues for primary networks have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a merging of functions as brands effectively act as media producers, linking up with numerous influencers to enhance their items.

An industry expert from a leading agency 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 viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements 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 big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Promotional expenditure on the creator economy is growing fourfold quicker than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”