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As a product discovered over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an obvious target for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an promotional upheaval, seeing big businesses investing heavily in content creators and putting fewer resources into marketing items in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Now, a flood of content from users have chronicled its broad application in “life hacks”.

Promoted as a fix for dirty sneakers or making fragrance last longer, along with a cure for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Detecting the product’s new life online, marketers at Unilever amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Suggestions that it lessened the burn from hot food on the lips were validated. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might bleach teeth or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, various groups. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by consumers, talked about by other people, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors seismic changes happening in audience habits, with the youth demographic devoting greater hours to digital networks than traditional TV, print, or radio.

The shift is reflected in drops in TV and print advertising. Across Britain, advertising income for major broadcasters have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

This further signifies a media convergence as corporations essentially turn into content studios, partnering with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Promotional expenditure on influencer marketing is growing fourfold quicker than total media spending. Stateside, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

She added: “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 think there’s 100% a place for them.”