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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an obvious target for social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an marketing transformation, seeing big businesses spending big on content creators and reducing expenditure on promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Today, a spree of amateur-created clips have chronicled its broad application in “life hacks”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for creaky hinges. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were confirmed. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would bleach teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

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 shape commercial tactics has been labeled “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without dampening the fun” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip 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, many communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by other people, recommended by peers, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects dramatic transformations happening in audience habits, with Gen Z and millennial audiences devoting greater hours to digital networks than legacy broadcast and print media.

This change is evidenced by drops in TV and print advertising. In the UK, ad revenues for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as brands effectively act as media producers, partnering with numerous influencers to boost their products.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the individuals they follow compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

Such methods are increasing. Promotional expenditure on digital creator partnerships is increasing four times faster than the media industry overall. In the US, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”