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As a product discovered over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an marketing transformation, in which large companies are allocating substantial funds to content creators and reducing expenditure on marketing items in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have recorded its extensive utilization in “everyday tips”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. This was also the case for ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without dampening the fun” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates seismic changes taking place in media consumption, with the youth demographic allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. Within the United Kingdom, advertising income for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a media convergence as large companies almost become production houses themselves, linking up with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to 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 individuals they follow more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Marketing investment on digital creator partnerships is increasing four times faster than the media industry overall. Stateside, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”