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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an natural focus for digital platform algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, in which large companies are spending big on content creators and reducing expenditure on promoting products in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Now, a flood of user-generated videos have recorded its extensive utilization in “practical tricks”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for noisy doorways. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. This was also the case for ideas it could prolong perfume and restore leather handbags. Proposals that it might bleach teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has helped convince executives to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said engaging on social media “without killing the party” was essential.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, various groups. Changes in digital feeds means that these communities feel niche, however, they are large.

“Ensuring your product is discussed by users, recommended by peers, that fosters reliability and pertinence. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects profound shifts occurring in how media is consumed, with younger consumers spending more time on digital networks than legacy broadcast and print media.

The shift is reflected in falling revenues for TV and print advertising. Across Britain, advertising income for leading TV channels have dropped substantially in real terms since 2019.

The Creator Economy Boom

This further signifies a blurring of media roles as corporations essentially turn into content studios, partnering with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He said brands could also save money by investing in creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Promotional expenditure on influencer marketing is growing fourfold quicker than the media industry overall. Across the United States, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”