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First identified more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline may not seem like an clear candidate for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an marketing transformation, in which large companies are investing heavily in content creators and reducing expenditure on advertising goods in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Now, a flood of content from users have documented the product’s widespread use in “practical tricks”.

It has been touted as a solution for polishing footwear or making fragrance last longer, as well as a fix for squeaky doors. Its use has even extended to prevent the annoyance of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, strategists within the corporation amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would bleach teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without dampening the fun” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a broadcast model, where we would just send out ads … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by other people, talked about by other people, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects profound shifts happening in audience habits, with younger consumers allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by falling revenues for broadcast and newspaper ads. Across Britain, ad revenues for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

It also reflects a blurring of media roles as corporations essentially turn into content studios, partnering with numerous influencers to promote their goods.

A commercial director at a major talent agency 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 watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Advertising spending on influencer marketing is increasing four times faster than the media industry overall. Stateside, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”