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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an natural focus for social media algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, seeing big businesses investing heavily in content creators and putting fewer resources into advertising goods in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Today, a spree of content from users have chronicled its broad application in “practical tricks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, and also a remedy for noisy doorways. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could prolong perfume and restore leather handbags. Claims that it would brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. However, this online trend has led decision-makers to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, 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 Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in falling revenues for TV and print advertising. Within the United Kingdom, commercial funding for major broadcasters have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

It also reflects a blurring of media roles as corporations essentially turn into content studios, collaborating with a multitude of digital creators to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us consumers have more faith in suggestions from the individuals they follow more than they trust ads. It's an ongoing shift.”

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

This strategy is expanding. Promotional expenditure on the creator economy is increasing four times faster than total media spending. Stateside, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”