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

However, its rise as a popular subject on TikTok has placed it at the forefront of an marketing transformation, seeing big businesses allocating substantial funds to content creators and putting fewer resources into promoting products in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Promoted as a fix for dirty sneakers or making fragrance last longer, along with a cure for creaky hinges. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were validated. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Proposals that it might whiten teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads 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 inform business strategy has been labeled “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend a full fifty percent of its huge ad budget on platform-based material.

Evolving With Audience Behavior

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? 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 mass communication approach, where we would just send out ads … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by consumers, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates profound shifts taking place in media consumption, with Gen Z and millennial audiences spending more time on digital networks than television, magazines or radio.

This change is evidenced by falling revenues for TV and print advertising. Within the United Kingdom, advertising income for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as large companies almost become production houses themselves, collaborating with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences 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.

“A lot of brands are telling us people trust recommendations from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Marketing investment on digital creator partnerships is rising at quadruple the rate than the media industry overall. Stateside, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”