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

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an marketing transformation, seeing big businesses spending big on content creators and putting fewer resources into marketing items in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have documented the product’s widespread use in “life hacks”.

It has been touted as a solution for polishing footwear or extending perfume longevity, and also a remedy for squeaky doors. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were validated. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could bleach teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without dampening the fun” was crucial.

“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 broadcast model, where we would just broadcast out … Now it’s many conversations, various groups. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“If you can make sure your brand is shared by users, talked about by other people, this builds credibility and connection. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to social media platforms than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. In the UK, commercial funding for major broadcasters have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

It also reflects a blurring of media roles as corporations essentially turn into content studios, partnering with hundreds of content creators to enhance their items.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

This strategy is expanding. Promotional expenditure on the creator economy is increasing four times faster than the media industry overall. Stateside, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

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’s about who’s capturing attention … I believe there is absolutely a role for them.”