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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an clear candidate for social media algorithms.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, where major corporations are investing heavily in content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have documented the product’s widespread use in “practical tricks”.

It has been touted as a solution for polishing footwear or making fragrance last longer, as well as a fix for noisy doorways. Users have even applied it to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. This was also the case for ideas it could prolong perfume and revive leather bags. Proposals that it might whiten teeth or extend lashes were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have been the cornerstone of its marketing push. However, this online trend has helped convince executives to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by other people, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors seismic changes happening in audience habits, with Gen Z and millennial audiences allocating more attention to social media platforms than legacy broadcast and print media.

This change is evidenced by declines in traditional media advertising. Across Britain, advertising income for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a blurring of media roles as brands effectively act as media producers, partnering with numerous influencers to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to 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 personalities they subscribe to compared to commercial messages. This is a persistent pattern.”

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

Such methods are increasing. Marketing investment on the creator economy is increasing four times faster than total media spending. Stateside, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”