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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an natural focus for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an marketing transformation, where major corporations are investing heavily in content creators and devoting less capital to promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Today, a spree of amateur-created clips have recorded its extensive utilization in “everyday tips”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for squeaky doors. It has even been deployed to prevent the annoyance of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were validated. So too were ideas it could lengthen scent duration and revive leather bags. Proposals that it might brighten smiles or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just broadcast out … Now it’s many conversations, many communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Having your brand advocated by users, recommended by peers, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates profound shifts occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to digital networks than traditional TV, print, or radio.

The transition is visible in drops in TV and print advertising. Across Britain, ad revenues for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as corporations essentially turn into content studios, collaborating with numerous influencers to boost their products.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

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

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

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

TV's Lasting Role

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”