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First identified 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 marketing transformation, seeing big businesses investing heavily in content creators and devoting less capital to promoting products in legacy broadcasters.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Today, a spree of user-generated videos have chronicled its broad application in “practical tricks”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for noisy doorways. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were validated. This was also the case for ideas it could prolong perfume and revive leather bags. Claims that it would whiten teeth or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to ramp up funding for content creators.

This observation of social channels to inform business strategy has been termed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was crucial.

“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 mass communication approach, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these communities feel niche, yet they are vast.

“Having your brand advocated by other people, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects seismic changes happening in audience habits, with younger consumers spending more time on social media platforms than legacy broadcast and print media.

This change is evidenced by drops in traditional media advertising. Within the United Kingdom, advertising income for leading TV channels have dropped substantially in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, linking up with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the individuals they follow more than they trust ads. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than the media industry overall. Across the United States, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to drive countrywide discourse.

She added: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”