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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, in which large companies are spending big on content creators and putting fewer resources into marketing items in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Today, a spree of content from users have recorded its extensive utilization in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, as well as a fix for squeaky doors. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, marketers at Unilever boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were confirmed. So too were ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might bleach teeth or make eyelashes longer 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 monitoring of online platforms to shape commercial tactics has been termed “social listening”. The company's chief executive, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without dampening the fun” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Now it’s many conversations, many communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by consumers, recommended by peers, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

The approach indicates seismic changes occurring in how media is consumed, with Gen Z and millennial audiences spending more time on digital networks than television, magazines or radio.

This change is evidenced by 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

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences away from some legacy media and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the creators they engage with compared to commercial messages. That’s a consistent trend.”

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

This strategy is expanding. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the media industry overall. In the US, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, executives said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event 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 … I believe there is absolutely a role for them.”