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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an clear candidate 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 spending big on content creators and reducing expenditure on advertising goods in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Now, a flood of content from users have documented the product’s widespread use in “practical tricks”.

It has been touted as a solution for polishing footwear or extending perfume longevity, along with a cure for noisy doorways. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were validated. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Claims that it would brighten smiles or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said engaging on social media “without killing the party” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Now it’s many conversations, various groups. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“Having your brand advocated by consumers, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects dramatic transformations taking place in media consumption, with Gen Z and millennial audiences spending more time on digital networks than traditional TV, print, or radio.

The shift is reflected in drops in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as large companies almost become production houses themselves, partnering with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on social platforms like 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 creators they engage with more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Marketing investment on digital creator partnerships is increasing four times faster than the broader media sector. Stateside, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”