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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an natural focus for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Today, a spree of user-generated videos have documented the product’s widespread use in “practical tricks”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for squeaky doors. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, strategists within the corporation boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said engaging on social media “without killing the party” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by consumers, talked about by other people, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates seismic changes taking place in media consumption, with the youth demographic devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by declines in broadcast and newspaper ads. Within the United Kingdom, advertising income for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as large companies almost become production houses themselves, partnering with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers 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.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

This strategy is expanding. Marketing investment on digital creator partnerships is increasing four times faster than the media industry overall. Across the United States, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”