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Originally found more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an obvious target for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an promotional upheaval, seeing big businesses spending big on content creators and putting fewer resources into advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Now, a flood of content from users have documented the product’s widespread use in “everyday tips”.

Hailed as a fix for dirty sneakers or extending perfume longevity, and also a remedy for noisy doorways. It has even been deployed to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were confirmed. This was also the case for ideas it could prolong perfume and restore leather handbags. Proposals that it might bleach teeth or lengthen eyelashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend 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 killing the party” was essential.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just broadcast out … Now it’s many conversations, many communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations happening in audience habits, with the youth demographic allocating more attention to digital networks than legacy broadcast and print media.

The shift is reflected in declines in TV and print advertising. Within the United Kingdom, ad revenues for major broadcasters have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as brands effectively act as media producers, partnering with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Promotional expenditure on digital creator partnerships is increasing four times faster than total media spending. Across the United States, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”