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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an obvious target for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Now, a flood of content from users have recorded its extensive utilization in “everyday tips”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were validated. This was also the case for ideas it could extend fragrance and restore leather handbags. Claims that it would bleach teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. The company's chief executive, recently appointed, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse 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 other people, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates profound shifts taking place in media consumption, with younger consumers devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by declines in broadcast and newspaper ads. Across Britain, commercial funding for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a media convergence as large companies almost become production houses themselves, partnering with a multitude of digital creators to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to compared to commercial messages. This is a persistent pattern.”

He added firms may also cut expenditures by investing in creators over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

Such methods are increasing. Marketing investment on digital creator partnerships is growing fourfold quicker than total media spending. In the US, it has over doubled since 2021 and is expected to hit 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 broadcasters retained the power to frame public debate.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”