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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an natural focus for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, in which large companies are spending big on content creators and reducing expenditure on advertising goods in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of user-generated videos have recorded its extensive utilization in “everyday tips”.

Hailed as a solution for polishing footwear or extending perfume longevity, and also a remedy for squeaky doors. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational boosted the tips by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could prolong perfume and restore leather handbags. Proposals that it might brighten smiles or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been termed “social listening”. The company's chief executive, newly named, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without spoiling the atmosphere” was crucial.

“What is the key to genuine brand integration? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a mass communication approach, where we would just send out ads … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“Having your brand advocated by other people, talked about by other people, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations taking place in media consumption, with Gen Z and millennial audiences spending more time on digital networks than television, magazines or radio.

This change is evidenced by drops in TV and print advertising. Within the United Kingdom, advertising income for primary networks have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

Such methods are increasing. Advertising spending on the creator economy is growing fourfold quicker than the broader media sector. Across the United States, it has over doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Even with this transformation, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”