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First identified more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, in which large companies are allocating substantial funds to content creators and putting fewer resources into marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Now, a flood of user-generated videos have chronicled its broad application in “life hacks”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, along with a cure for creaky hinges. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were confirmed. This was also the case for ideas it could prolong perfume and restore leather handbags. Claims that it would whiten teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. However, this online trend has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to inform business strategy has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a broadcast model, where we would just send out ads … Currently, it's countless discussions, various groups. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Having your brand advocated by consumers, recommended by peers, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects seismic changes occurring in how media is consumed, with younger consumers spending more time on social media platforms than television, magazines or radio.

The shift is reflected in falling revenues for traditional media advertising. In the UK, ad revenues for major broadcasters have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

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

A commercial director at a major talent agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Marketing investment on digital creator partnerships is growing fourfold quicker than the broader media sector. Stateside, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”