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Originally found over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an natural focus for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, where major corporations are investing heavily in content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Currently, a wave of content from users have chronicled its broad application in “everyday tips”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for creaky hinges. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were validated. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. The company's chief executive, recently appointed, 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 spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “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.

“There’s this moving away from a one-to-many model, where we would just send out ads … Now it’s many conversations, diverse communities. The shift of the algorithms means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by users, talked about by other people, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors profound shifts happening in audience habits, with the youth demographic spending more time on digital networks than traditional TV, print, or radio.

This change is evidenced by drops in traditional media advertising. Within the United Kingdom, advertising income for primary networks have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a blurring of media roles 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 from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“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 said brands could also save money by investing in creators over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Promotional expenditure on influencer marketing is increasing four times faster than the broader media sector. Stateside, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”