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As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an obvious target for digital platform algorithms.

However, its rise as a viral TikTok topic has placed it at the forefront of an marketing transformation, seeing big businesses investing heavily in content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Currently, a wave of user-generated videos have recorded its extensive utilization in “everyday tips”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, as well as a fix for squeaky doors. Users have even applied it to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, marketers at Unilever enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Claims that Vaseline reduced the sting of chili on the mouth were validated. Similarly supported were ideas it could prolong perfume and restore leather handbags. Claims that it would brighten smiles or make eyelashes longer were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Now it’s many conversations, various groups. The shift of the algorithms means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects profound shifts taking place in media consumption, with the youth demographic spending more time on digital networks than traditional TV, print, or radio.

The transition is visible in drops in TV and print advertising. Within the United Kingdom, advertising income for primary networks have declined by over six hundred million pounds in real terms since 2019.

Influencer Marketing Expansion

This further signifies a blurring of media roles as corporations essentially turn into content studios, partnering with a multitude of digital creators to enhance their items.

An industry expert from a leading agency 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 consuming linear broadcasts or printed matter.

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

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Advertising spending on digital creator partnerships is growing fourfold quicker than the broader media sector. Stateside, it has increased by over 100% since 2021 and is forecast to attain multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”