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First identified over 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 TikTok talking point has positioned it at the vanguard of an marketing transformation, seeing big businesses investing heavily in content creators and putting fewer resources into advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Currently, a wave of user-generated videos have documented the product’s widespread use in “life hacks”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for noisy doorways. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, marketers at Unilever boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and revive leather bags. Proposals that it might whiten teeth or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. The company's chief executive, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without dampening the fun” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“The trend is shifting from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these audiences appear specific, however, they are large.

“Having your brand advocated by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects profound shifts happening in audience habits, with Gen Z and millennial audiences devoting greater hours to digital networks than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. In the UK, advertising income for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as corporations essentially turn into content studios, linking up with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to digital video and image apps than they are consuming linear broadcasts or printed matter.

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

He said brands could also save money by investing in creators over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Marketing investment on the creator economy is growing fourfold quicker than the media industry overall. Stateside, it has over doubled since 2021 and is expected to hit 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 TV channels continued to possess the influence to shape the national conversation.

She added: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”