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As a product discovered over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an promotional upheaval, where major corporations are investing heavily in content creators and reducing expenditure on marketing items in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have chronicled its broad application in “practical tricks”.

Promoted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for noisy doorways. Users have even applied it to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were confirmed. So too were ideas it could extend fragrance and restore leather handbags. Suggestions it could brighten smiles or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said participating on platforms “without killing the party” was crucial.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by consumers, talked about by other people, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates seismic changes happening in audience habits, with younger consumers spending more time on apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by drops in broadcast and newspaper ads. Across Britain, ad revenues for major broadcasters have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as corporations essentially turn into content studios, partnering with a multitude of digital creators to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. This is a persistent pattern.”

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 test effectiveness.

This strategy is expanding. Marketing investment on influencer marketing is increasing four times faster than total media spending. In the US, 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, experts said they believed TV advertising still had a prominent role 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: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”