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First identified more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a viral TikTok topic has placed it at the forefront of an marketing transformation, in which large companies are allocating substantial funds to content creators and putting fewer resources into advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Today, a spree of user-generated videos have chronicled its broad application in “practical tricks”.

It has been touted as a solution for polishing footwear or extending perfume longevity, along with a cure for squeaky doors. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could extend fragrance and restore leather handbags. Suggestions it could brighten smiles or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This remains our core objective 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, many communities. Changes in digital feeds means that these communities feel niche, 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. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates seismic changes happening in audience habits, with younger consumers devoting greater hours to social media platforms than television, magazines or radio.

The transition is visible in falling revenues for traditional media advertising. In the UK, advertising income 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 a multitude of digital creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the creators they engage with compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than total media spending. Across the United States, it has increased by over 100% since 2021 and is expected to hit multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”