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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an natural focus for social media algorithms.

However, its rise as a TikTok talking point has thrust it into the lead of an promotional upheaval, seeing big businesses spending big on content creators and devoting less capital to advertising goods in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for squeaky doors. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were confirmed. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Suggestions it could bleach teeth or extend lashes 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 led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without dampening the fun” was paramount.

“How do brands authentically become part of the conversation? This remains our core objective as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting 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, but they’re not.

“Having your brand advocated by users, recommended by peers, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects profound shifts happening in audience habits, with Gen Z and millennial audiences allocating more attention to social media platforms than traditional TV, print, or radio.

This change is evidenced by falling revenues for traditional media advertising. In the UK, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as brands effectively act as media producers, linking up with hundreds of content creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention 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 creators they engage with compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

The approach is growing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than total media spending. Stateside, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

Traditional Media's Continued Place

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 frame public debate.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”