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First identified over 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an obvious target for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an marketing transformation, where major corporations are spending big on content creators and putting fewer resources into advertising goods in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave 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 making fragrance last longer, along with a cure for creaky hinges. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Claims that it would brighten smiles or extend lashes were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without dampening the fun” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and discussing household products.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by users, recommended by peers, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations taking place in media consumption, with the youth demographic spending more time on social media platforms than legacy broadcast and print media.

The transition is visible in falling revenues for broadcast and newspaper ads. In the UK, commercial funding for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a merging of functions as corporations essentially turn into content studios, partnering with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are viewing scheduled television or reading physical magazines.

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

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

Such methods are increasing. Advertising spending on the creator economy is rising at quadruple the rate than total media spending. In the US, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”