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Originally found more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an obvious target for social media algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an marketing transformation, in which large companies are allocating substantial funds to content creators and devoting less capital to marketing items in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Now, a flood of content from users have chronicled its broad application in “life hacks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for squeaky doors. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. So too were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would whiten teeth or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been dubbed “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without killing the party” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, various groups. Changes in digital feeds means that these groups seem specialized, yet they are vast.

“Having your brand advocated by other people, recommended by peers, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates seismic changes taking place in media consumption, with younger consumers allocating more attention to social media platforms than traditional TV, print, or radio.

This change is evidenced by drops in TV and print advertising. Across Britain, ad revenues for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a media convergence as brands effectively act as media producers, collaborating with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Marketing investment on the creator economy is increasing four times faster than the media industry overall. Stateside, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, executives said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”