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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an natural focus for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an marketing transformation, in which large companies are allocating substantial funds to content creators and reducing expenditure on promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers using on 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 extending perfume longevity, and also a remedy for creaky hinges. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, strategists within the corporation boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were validated. Similarly supported were ideas it could prolong perfume and revive leather bags. Claims that it would bleach teeth or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without killing the party” was essential.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure from a broadcast model, 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.

“Ensuring your product is discussed by users, talked about by other people, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to digital networks than television, magazines or radio.

This change is evidenced by declines in TV and print advertising. Within the United Kingdom, commercial funding for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers 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.

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

He said brands could also save money by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Advertising spending on influencer marketing is rising at quadruple the rate than total media spending. Across the United States, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”