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As a product discovered over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an natural focus for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, seeing big businesses allocating substantial funds to content creators and reducing expenditure on promoting products in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Now, a flood of amateur-created clips have chronicled its broad application in “practical tricks”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for noisy doorways. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were validated. So too were ideas it could extend fragrance and rejuvenate purses. Suggestions it could whiten teeth or lengthen eyelashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure 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 communities feel niche, but they’re not.

“Having your brand advocated by other people, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates dramatic transformations occurring in how media is consumed, with the youth demographic spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by declines in traditional media advertising. Across Britain, ad revenues for primary networks have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a merging of functions as brands effectively act as media producers, linking up with hundreds of content creators to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

This strategy is expanding. Advertising spending on influencer marketing is increasing four times faster than the broader media sector. Stateside, it has more than doubled since 2021 and is projected to reach tens of billions 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 drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”