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First identified over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an obvious target for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an marketing transformation, seeing big businesses investing heavily in content creators and devoting less capital to marketing items in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Now, a flood of user-generated videos have chronicled its broad application in “everyday tips”.

It has been touted as a solution for polishing footwear or extending perfume longevity, and also a remedy for noisy doorways. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational enhanced the tricks 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 given the thumbs up. So too were ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without dampening the fun” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by users, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects profound shifts occurring in how media is consumed, with younger consumers devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in drops in broadcast and newspaper ads. Across Britain, ad revenues for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

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.

Leon Harlow said: “Clearly, there is a migration of viewers 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.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Marketing investment on digital creator partnerships is rising at quadruple the rate than the media industry overall. Stateside, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”