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Originally found over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an clear candidate for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, seeing big businesses investing heavily in content creators and reducing expenditure on promoting products in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Now, a flood of user-generated videos have chronicled its broad application in “everyday tips”.

Hailed as a fix for dirty sneakers or making fragrance last longer, along with a cure for squeaky doors. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

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

Suggestions that it lessened the sensation of spicy food on lips 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 make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Now it’s many conversations, various groups. Changes in digital feeds means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by other people, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects seismic changes taking place in media consumption, with younger consumers spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in drops in TV and print advertising. Within the United Kingdom, ad revenues for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as corporations essentially turn into content studios, collaborating with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us people trust recommendations from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

The approach is growing. Marketing investment on influencer marketing is growing fourfold quicker than the media industry overall. Stateside, it has over doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, industry figures 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 events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”