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Originally found more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an obvious target for digital platform algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an promotional upheaval, seeing big businesses allocating substantial funds to content creators and devoting less capital to marketing items in conventional outlets.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Now, a flood of amateur-created clips have chronicled its broad application in “practical tricks”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for squeaky doors. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could prolong perfume and revive leather bags. Proposals that it might brighten smiles or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without spoiling the atmosphere” was crucial.

“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 discussing household products.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Now it’s many conversations, various groups. The shift of the algorithms means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by consumers, talked about by other people, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors profound shifts happening in audience habits, with Gen Z and millennial audiences spending more time on digital networks than legacy broadcast and print media.

The shift is reflected in drops in broadcast and newspaper ads. In the UK, commercial funding for primary networks have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

This further signifies a blurring of media roles as brands effectively act as media producers, collaborating with hundreds of content 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 social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

The approach is growing. Promotional expenditure on the creator economy is growing fourfold quicker than total media spending. Stateside, it has over doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

She added: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … I think there’s 100% a place for them.”