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Originally found more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an natural focus for social media algorithms.

However, its rise as a viral TikTok topic has placed it at the forefront of an promotional upheaval, in which large companies are allocating substantial funds to content creators and putting fewer resources into promoting products in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Currently, a wave of user-generated videos have recorded its extensive utilization in “everyday tips”.

Promoted as a fix for dirty sneakers or extending perfume longevity, along with a cure for squeaky doors. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were validated. So too were ideas it could prolong perfume and rejuvenate purses. Claims that it would whiten teeth or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said engaging on social media “without dampening the fun” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Now it’s many conversations, various groups. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by other people, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects profound shifts occurring in how media is consumed, with the youth demographic spending more time on social media platforms than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. In the UK, advertising income for leading TV channels have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

It also reflects a media convergence as corporations essentially turn into content studios, 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 from conventional channels and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to 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 enables easier content adjustment to see what works.

Such methods are increasing. Marketing investment on influencer marketing is rising at quadruple the rate than total media spending. Stateside, it has over doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”