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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 social media algorithms.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an marketing transformation, seeing big businesses spending big on content creators and devoting less capital to marketing items in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Today, a spree of amateur-created clips have chronicled its broad application in “everyday tips”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, executives at the multinational boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could extend fragrance and restore leather handbags. Proposals that it might whiten teeth or extend lashes were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

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

A Fundamental Consumption Turn

The approach indicates profound shifts occurring in how media is consumed, with the youth demographic devoting greater hours to social media platforms than legacy broadcast and print media.

The shift is reflected in drops in broadcast and newspaper ads. Within the United Kingdom, commercial funding for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a merging of functions as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Advertising spending on influencer marketing is rising at quadruple the rate than the media industry overall. Stateside, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”