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

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, where major corporations are investing heavily in content creators and reducing expenditure on promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for squeaky doors. Users have even applied it to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, executives at the multinational amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were confirmed. This was also the case for ideas it could prolong perfume and restore leather handbags. Suggestions it could bleach teeth or lengthen eyelashes were disproven.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without dampening the fun” was paramount.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations taking place in media consumption, with Gen Z and millennial audiences spending more time on digital networks than legacy broadcast and print media.

The transition is visible in declines in broadcast and newspaper ads. In the UK, advertising income for primary networks have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as corporations essentially turn into content studios, linking up with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to social platforms like 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 personalities they subscribe to 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 allows them to tweak their content more easily to see what works.

Such methods are increasing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than total media spending. Stateside, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”