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First identified over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as an natural focus for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, where major corporations are spending big on content creators and devoting less capital to marketing items in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Hailed as a fix for dirty sneakers or extending perfume longevity, as well as a fix for noisy doorways. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, strategists within the corporation amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were confirmed. So too were ideas it could extend fragrance and rejuvenate purses. Claims that it would bleach teeth or lengthen eyelashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, many communities. Changes in digital feeds means that these groups seem specialized, however, they are large.

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

A Revolutionary Change in Media

This plan mirrors seismic changes occurring in how media is consumed, with Gen Z and millennial audiences spending more time on digital networks than legacy broadcast and print media.

This change is evidenced by drops in traditional media advertising. Within the United Kingdom, commercial funding for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

Influencer Marketing Expansion

This further signifies a blurring of media roles as corporations essentially turn into content studios, linking up with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Advertising spending on influencer marketing is growing fourfold quicker than the media industry overall. Stateside, it has over doubled since 2021 and is forecast to attain substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. 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.”