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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an natural focus for social media algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an marketing transformation, in which large companies are spending big on content creators and reducing expenditure on advertising goods in traditional media.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Today, a spree of content from users have chronicled its broad application in “everyday tips”.

It has been touted as a solution for polishing footwear or extending perfume longevity, along with a cure for creaky hinges. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

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

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. So too were ideas it could prolong perfume and revive leather bags. Suggestions it could whiten teeth or extend lashes were debunked.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without dampening the fun” was essential.

“How do brands authentically become part of the conversation? 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 one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by consumers, recommended by peers, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors seismic changes happening in audience habits, with Gen Z and millennial audiences allocating more attention to social media platforms than legacy broadcast and print media.

The transition is visible in drops in broadcast and newspaper ads. Across Britain, ad revenues for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as large companies almost become production houses themselves, linking up with numerous influencers to boost their products.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions 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 expensive broadcast campaigns, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Marketing investment on the creator economy is growing fourfold quicker than total media spending. Stateside, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”