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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an obvious target for digital platform algorithms.

However, its rise as a TikTok talking point has thrust it into the lead of an promotional upheaval, seeing big businesses investing heavily in content creators and devoting less capital to marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Currently, a wave of content from users have chronicled its broad application in “life hacks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for squeaky doors. It has even been deployed 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 tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. So too were ideas it could prolong perfume and restore leather handbags. Suggestions it could bleach teeth or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers 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, freshly instated, has indicated the goal is to spend a full fifty percent of its huge ad budget on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without dampening the fun” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim 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 send out ads … Now it’s many conversations, various groups. Changes in digital feeds means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors dramatic transformations occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than traditional TV, print, or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. In the UK, commercial funding for major broadcasters have declined by over six hundred million pounds in actual value since the end of the last decade.

Influencer Marketing Expansion

It also reflects a media convergence as corporations essentially turn into content studios, partnering with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels 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.

“Numerous corporations inform us consumers have more faith in suggestions from the creators they engage with more than they trust ads. It's an ongoing shift.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Promotional expenditure on influencer marketing is rising at quadruple the rate than total media spending. In the US, it has more than doubled since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as networks still held the capability to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”