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Originally found more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, in which large companies are investing heavily in content creators and reducing expenditure on advertising goods in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Now, a flood of user-generated videos have recorded its extensive utilization in “practical tricks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, and also a remedy for noisy doorways. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation amplified the hacks 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. So too were ideas it could prolong perfume and rejuvenate purses. Claims that it would brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Evolving With Audience Behavior

A leading Unilever executive, 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 do brands authentically become part of the conversation? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by users, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The strategy reflects seismic changes taking place in media consumption, with the youth demographic spending more time on apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in drops in TV and print advertising. Across Britain, ad revenues for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as brands effectively act as media producers, linking up with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Promotional expenditure on influencer marketing is growing fourfold quicker than the media industry overall. Across the United States, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”