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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 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, where major corporations are investing heavily in content creators and putting fewer resources into advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have documented the product’s widespread use in “everyday tips”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for noisy doorways. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. So too were ideas it could extend fragrance and revive leather bags. Claims that it would bleach teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without killing the party” was paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“There’s this moving away from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, many communities. Changes in digital feeds means that these groups seem specialized, but they’re not.

“If you can make sure your brand is shared by users, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates seismic changes taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to digital networks than legacy broadcast and print media.

The transition is visible in declines in TV and print advertising. In the UK, advertising income for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as brands effectively act as media producers, collaborating with numerous influencers to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly 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 creators they engage with compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than total media spending. Stateside, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”