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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an obvious target for online content feeds.

However, its rise as a TikTok talking point has thrust it into the lead of an marketing transformation, where major corporations are allocating substantial funds to content creators and reducing expenditure on advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Now, a flood of content from users have chronicled its broad application in “life hacks”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were validated. Similarly supported were ideas it could extend fragrance and revive leather bags. Suggestions it could brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without dampening the fun” was essential.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

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

“If you can make sure your brand is shared by users, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors profound shifts happening in audience habits, with Gen Z and millennial audiences allocating more attention to digital networks than television, magazines or radio.

The transition is visible in declines in TV and print advertising. Within the United Kingdom, commercial funding for major broadcasters have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as large companies almost become production houses themselves, linking up with numerous influencers to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Advertising spending on influencer marketing is growing fourfold quicker than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

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

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”