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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an clear candidate for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an marketing transformation, seeing big businesses investing heavily in content creators and putting fewer resources into advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Now, a flood of amateur-created clips have chronicled its broad application in “everyday tips”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for noisy doorways. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. This was also the case for ideas it could extend fragrance and revive leather bags. Proposals that it might whiten teeth or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Unilever's CEO, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Evolving With Audience Behavior

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without dampening the fun” was paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a one-to-many model, 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, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations taking place in media consumption, with the youth demographic devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in falling revenues for TV and print advertising. Across Britain, advertising income for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a blurring of media roles as corporations essentially turn into content studios, partnering with a multitude of digital creators to promote their goods.

Leon Harlow 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 watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Marketing investment on digital creator partnerships is increasing four times faster than total media spending. In the US, it has more than doubled 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 TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”