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First identified over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an natural focus for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has thrust it into the lead of an marketing transformation, in which large companies are allocating substantial funds to content creators and putting fewer resources into marketing items in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Today, a spree of amateur-created clips have documented the product’s widespread use in “life hacks”.

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

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were validated. Similarly supported were ideas it could lengthen scent duration and restore leather handbags. Claims that it would brighten smiles or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without dampening the fun” was paramount.

“How can companies join discussions credibly? 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 … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by consumers, recommended by peers, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The approach indicates profound shifts happening in audience habits, with the youth demographic devoting greater hours to digital networks than television, magazines or radio.

The transition is visible in declines in broadcast and newspaper ads. Within the United Kingdom, commercial funding for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, linking up with a multitude of digital creators 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 social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Marketing investment on influencer marketing is rising at quadruple the rate than total media spending. Across the United States, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”