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First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an marketing transformation, where major corporations are spending big on content creators and reducing expenditure on advertising goods in legacy broadcasters.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Now, a flood of user-generated videos have recorded its extensive utilization in “life hacks”.

It has been touted as a solution for polishing footwear or making fragrance last longer, along with a cure for squeaky doors. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the burn from hot food on the lips were confirmed. This was also the case for ideas it could prolong perfume and restore leather handbags. Claims that it would bleach teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without dampening the fun” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, various groups. The shift of the algorithms means that these audiences appear specific, but they’re not.

“Having your brand advocated by consumers, talked about by other people, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Revolutionary Change in Media

The strategy reflects profound shifts occurring in how media is consumed, with the youth demographic spending more time on social media platforms than traditional TV, print, or radio.

The transition is visible in falling revenues for broadcast and newspaper ads. Across Britain, ad revenues for leading TV channels have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as corporations essentially turn into content studios, linking up with a multitude of digital creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than the broader media sector. Across the United States, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”