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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to marketing items in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Currently, a wave of user-generated videos have documented the product’s widespread use in “practical tricks”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for squeaky doors. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

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

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. So too were ideas it could prolong perfume and rejuvenate purses. Proposals that it might whiten teeth 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. However, this online trend has led decision-makers to ramp up funding for content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is 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 simply adapting to new ways of engaging audiences. 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, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just send out ads … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“Having your brand advocated by other people, talked about by other people, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors seismic changes happening in audience habits, with the youth demographic devoting greater hours to social media platforms than television, magazines or radio.

This change is evidenced by drops in traditional media advertising. In the UK, ad revenues for primary networks have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Marketing investment on the creator economy is increasing four times faster than total media spending. In the US, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”