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Originally found more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an natural focus for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an marketing transformation, seeing big businesses allocating substantial funds to content creators and devoting less capital to promoting products in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a residue from oil extraction. Currently, a wave of user-generated videos have documented the product’s widespread use in “practical tricks”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for noisy doorways. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Claims that it would brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said interacting online “without spoiling the atmosphere” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective as brands, since the era of community gossip and discussing household products.

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

“If you can make sure your brand is shared by users, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors seismic changes occurring in how media is consumed, with younger consumers spending more time on social media platforms than television, magazines or radio.

The shift is reflected in declines in TV and print advertising. In the UK, advertising income for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a blurring of media roles as large companies almost become production houses themselves, collaborating with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on 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 creators they engage with over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

The Enduring Power of Broadcast

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.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”