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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, seeing big businesses spending big on content creators and putting fewer resources into promoting products in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Currently, a wave of amateur-created clips have recorded its extensive utilization in “everyday tips”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for noisy doorways. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

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

Assertions that it diminished the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could lengthen scent duration and restore leather handbags. Proposals that it might brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Unilever's CEO, newly named, has indicated the goal is 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 just evolving with contemporary approaches of reaching consumers. She said interacting online “without killing the party” 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 sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these groups seem specialized, but they’re not.

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

A Revolutionary Change in Media

This plan mirrors profound shifts occurring in how media is consumed, with younger consumers devoting greater hours to social media platforms than television, magazines or radio.

The shift is reflected in drops in traditional media advertising. Within the United Kingdom, advertising income for major broadcasters have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

This further signifies a media convergence as brands effectively act as media producers, collaborating with a multitude of digital creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He added firms may also cut expenditures by focusing on influencers over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Marketing investment on influencer marketing 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 tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power 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: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”