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

Nonetheless, its ascent as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, seeing big businesses investing heavily in content creators and putting fewer resources into marketing items in conventional outlets.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by a chemist, Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Currently, a wave of content from users have chronicled its broad application in “life hacks”.

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 stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, marketers at Unilever boosted the tips by tasking their in-house experts with verification and providing creators with the outcome data.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. So too were ideas it could extend fragrance and restore leather handbags. Suggestions it could brighten smiles or make eyelashes longer were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without dampening the fun” was essential.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these groups seem specialized, but they’re not.

“Having your brand advocated by other people, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors seismic changes occurring in how media is consumed, with younger consumers allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by drops in traditional media advertising. Across Britain, advertising income for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a merging of functions as large companies almost become production houses themselves, partnering with a multitude of digital creators to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the personalities they subscribe to more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Marketing investment on digital creator partnerships is growing fourfold quicker than the broader media sector. Stateside, it has more than doubled since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”