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Originally found more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an natural focus for online content feeds.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an marketing transformation, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have recorded its extensive utilization in “life hacks”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for noisy doorways. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Suggestions it could bleach teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without killing the party” was paramount.

“How can companies join discussions credibly? 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, various groups. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by consumers, recommended by peers, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects profound shifts taking place in media consumption, with younger consumers allocating more attention to digital networks than television, magazines or radio.

The transition is visible in declines in broadcast and newspaper ads. Within the United Kingdom, commercial funding for primary networks have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

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 viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Marketing investment on digital creator partnerships is increasing four times faster than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”