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First identified over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an natural focus for digital platform algorithms.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, where major corporations are spending big on content creators and putting fewer resources into promoting products in conventional outlets.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Today, a spree of user-generated videos have recorded its extensive utilization in “life hacks”.

Promoted as a solution for polishing footwear or making fragrance last longer, and also a remedy for squeaky doors. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Detecting the product’s new life online, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were validated. Similarly supported were ideas it could prolong perfume and revive leather bags. Proposals that it might bleach teeth or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Now it’s many conversations, many communities. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by users, recommended by peers, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates seismic changes taking place in media consumption, with Gen Z and millennial audiences spending more time on digital networks than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

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

A commercial director at a major talent agency said: “Naturally, an exodus of attention 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 consumers have more faith in suggestions from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Promotional expenditure on the creator economy is growing fourfold quicker than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”