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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an obvious target for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, in which large companies are spending big on content creators and reducing expenditure on promoting products in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Currently, a wave of content from users have recorded its extensive utilization in “practical tricks”.

Hailed as a solution for polishing footwear or extending perfume longevity, along with a cure for noisy doorways. Users have even applied it to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

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

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could bleach teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

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

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without killing the party” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Now it’s many conversations, various groups. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“Having your brand advocated by consumers, recommended by peers, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects seismic changes taking place in media consumption, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in drops in broadcast and newspaper ads. In the UK, advertising income for major broadcasters have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

This further signifies 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 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.

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

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

Such methods are increasing. Marketing investment on influencer marketing is growing fourfold quicker than total media spending. In the US, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, 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. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”