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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an clear candidate for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an promotional upheaval, where major corporations are spending big on content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, along with a cure for noisy doorways. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were confirmed. This was also the case for ideas it could extend fragrance and rejuvenate purses. Suggestions it could whiten teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend a full fifty percent of its huge ad budget on platform-based material.

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 reaching consumers. She said interacting online “without killing the party” was essential.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Today, it's numerous dialogues, various groups. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Having your brand advocated by consumers, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates seismic changes happening in audience habits, with Gen Z and millennial audiences devoting greater hours to digital networks than traditional TV, print, or radio.

This change is evidenced by falling revenues for traditional media advertising. Across Britain, advertising income for primary networks have dropped substantially in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than total media spending. Across the United States, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”