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First identified over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in legacy broadcasters.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have chronicled its broad application in “life hacks”.

Hailed as a fix for dirty sneakers or making fragrance last longer, and also a remedy for noisy doorways. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were validated. This was also the case for ideas it could extend fragrance and rejuvenate purses. Suggestions it could whiten teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

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

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend a full fifty percent of its huge ad budget on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of reaching consumers. She said interacting online “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim 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 send out ads … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by other people, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to social media platforms than traditional TV, print, or radio.

The transition is visible in falling revenues for TV and print advertising. In the UK, commercial funding for major broadcasters have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles as brands effectively act as media producers, linking up with a multitude of digital creators to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and their time is increasingly on 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 more than they trust ads. That’s a consistent trend.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Advertising spending on influencer marketing is rising at quadruple the rate than the media industry overall. Stateside, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”