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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an marketing transformation, where major corporations are spending big on content creators and putting fewer resources into advertising goods in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Currently, a wave of amateur-created clips have documented the product’s widespread use in “everyday tips”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for squeaky doors. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. So too were ideas it could prolong perfume and restore leather handbags. Proposals that it might brighten smiles or extend lashes were refuted.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been dubbed “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without killing the party” was paramount.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects seismic changes taking place in media consumption, with younger consumers allocating more attention to digital networks than legacy broadcast and print media.

The shift is reflected in falling revenues for TV and print advertising. Within the United Kingdom, advertising income for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a blurring of media roles as corporations essentially turn into content studios, collaborating with a multitude of digital creators to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us audiences believe endorsements from the individuals they follow more than they trust ads. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

The approach is growing. Marketing investment on digital creator partnerships is increasing four times faster than the media industry overall. Across the United States, it has over doubled since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

Sykes said: “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.’ The focus is on who seizes focus … I think there’s 100% a place for them.”