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As a product discovered over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an marketing transformation, in which large companies are spending big on content creators and putting fewer resources into marketing items in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have chronicled its broad application in “practical tricks”.

Hailed as a fix for dirty sneakers or making fragrance last longer, along with a cure for squeaky doors. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and letting the content creators in on the results.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. This was also the case for ideas it could extend fragrance and revive leather bags. Claims that it would brighten smiles or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. The company's chief executive, newly named, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by consumers, recommended by peers, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by drops in traditional media advertising. Across Britain, ad revenues for primary networks have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as corporations essentially turn into content studios, linking up with a multitude of digital creators to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

The approach is growing. Promotional expenditure on the creator economy is increasing four times faster than the broader media sector. In the US, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”