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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an obvious target for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an marketing transformation, in which large companies are investing heavily in content creators and putting fewer resources into marketing items in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Currently, a wave of content from users have recorded its extensive utilization in “practical tricks”.

Hailed as a fix for dirty sneakers or making fragrance last longer, and also a remedy for noisy doorways. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Detecting the product’s new life online, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Claims that it would bleach teeth or lengthen eyelashes were refuted.

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 turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend a full fifty percent of its huge ad budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without killing the party” was paramount.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these groups seem specialized, yet they are vast.

“Having your brand advocated by consumers, talked about by other people, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations happening in audience habits, with Gen Z and millennial audiences allocating more attention to social media platforms than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. In the UK, ad revenues for leading TV channels have dropped substantially in real terms since 2019.

The Creator Economy Boom

This further signifies a media convergence as large companies almost become production houses themselves, collaborating with a multitude of digital creators to enhance their items.

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.

“Many companies report to us people trust recommendations from the individuals they follow compared to commercial messages. It's an ongoing shift.”

He added firms may also cut expenditures by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Advertising spending on digital creator partnerships is growing fourfold quicker than total media spending. Across the United States, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”