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Originally found more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an marketing transformation, where major corporations are investing heavily in content creators and reducing expenditure on promoting products in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Today, a spree of content from users have recorded its extensive utilization in “everyday tips”.

It has been touted as a solution for polishing footwear or extending perfume longevity, as well as a fix for squeaky doors. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. The company's chief executive, newly named, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates seismic changes occurring in how media is consumed, with the youth demographic devoting greater hours to digital networks than television, magazines or radio.

The shift is reflected in declines in broadcast and newspaper ads. Across Britain, ad revenues for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as brands effectively act as media producers, partnering with hundreds of content creators to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the creators they engage with more than they trust ads. That’s a consistent trend.”

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

This strategy is expanding. Marketing investment on the creator economy is rising at quadruple the rate than the broader media sector. Stateside, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

The executive noted: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”