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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline could hardly be considered an clear candidate for online content feeds.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an marketing transformation, seeing big businesses allocating substantial funds to content creators and reducing expenditure on advertising goods in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Now, a flood of content from users have documented the product’s widespread use in “everyday tips”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for noisy doorways. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. So too were ideas it could lengthen scent duration and revive leather bags. Suggestions it could brighten smiles or make eyelashes longer were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. Unilever's CEO, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget 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 reaching consumers. 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, since the era of community gossip and discussing household products.

“The trend is shifting from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, various groups. Changes in digital feeds means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects profound shifts happening in audience habits, with younger consumers spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by declines in traditional media advertising. In the UK, commercial funding for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a media convergence as large companies almost become production houses themselves, collaborating with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the individuals they follow compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also enables easier content adjustment to see what works.

This strategy is expanding. Advertising spending on digital creator partnerships is growing fourfold quicker than total media spending. Across the United States, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

Sykes said: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”