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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an natural focus for online content feeds.

Nonetheless, its ascent as a TikTok talking point has thrust it into the lead of an marketing transformation, seeing big businesses investing heavily in content creators and reducing expenditure on marketing items in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Today, a spree of content from users have chronicled its broad application in “everyday tips”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for creaky hinges. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could brighten smiles or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. 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”. Unilever's CEO, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said engaging on social media “without dampening the fun” was paramount.

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

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Now it’s many conversations, many communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, recommended by peers, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with younger consumers devoting greater hours to social media platforms than legacy broadcast and print media.

This change is evidenced by drops in TV and print advertising. In the UK, ad revenues for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a blurring of media roles as brands effectively act as media producers, linking up with hundreds of content creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the personalities they subscribe to more than they trust ads. This is a persistent pattern.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Marketing investment on the creator economy is growing fourfold quicker than the broader media sector. Stateside, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”