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First identified more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline could hardly be considered an natural focus for digital platform algorithms.

However, its rise as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, seeing big businesses investing heavily in content creators and putting fewer resources into promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have chronicled its broad application in “practical tricks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for squeaky doors. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Detecting the product’s new life online, strategists within the corporation boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were confirmed. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might brighten smiles or extend lashes were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was just evolving with contemporary approaches of connecting with customers. She said engaging on social media “without killing the party” was paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by other people, talked about by other people, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors profound shifts taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to social media platforms than traditional TV, print, or radio.

The transition is visible in drops in traditional media advertising. In the UK, commercial funding for primary networks have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

It also reflects a merging of functions as corporations essentially turn into content studios, linking up with hundreds of content creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the individuals they follow over traditional advertisements. This is a persistent pattern.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Advertising spending on digital creator partnerships is increasing four times faster than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”