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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an natural focus for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, where major corporations are spending big on content creators and devoting less capital to marketing items in legacy broadcasters.

The Path from Petroleum to Platforms

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

Promoted as a solution for polishing footwear or prolonging the scent of perfume, along with a cure for squeaky doors. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever boosted the tips by tasking their in-house experts with verification and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could prolong perfume and restore leather handbags. Claims that it would whiten teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

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

This tracking of digital spaces to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. 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 sharing usage tips.

“There’s this moving away from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by users, recommended by peers, this builds credibility and connection. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates dramatic transformations happening in audience habits, with the youth demographic allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by drops in traditional media advertising. In the UK, ad revenues for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a media convergence as brands effectively act as media producers, linking up with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with more than they trust ads. This is a persistent pattern.”

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

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than the broader media sector. Across the United States, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. 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.”