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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an clear candidate for social media algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an marketing transformation, in which large companies are investing heavily in content creators and devoting less capital to advertising goods in traditional media.

A Journey from Drilling to Digital

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

Hailed as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for noisy doorways. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could extend fragrance and restore leather handbags. Claims that it would bleach teeth or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend half of its colossal advertising budget on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, 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 essential.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and discussing household products.

“The trend is shifting from a one-to-many model, where we would just send out ads … Now it’s many conversations, many communities. Changes in digital feeds means that these communities feel niche, however, they are large.

“Having your brand advocated by consumers, mentioned by individuals, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates seismic changes happening in audience habits, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by declines in broadcast and newspaper ads. In the UK, advertising income for primary networks have declined by over six hundred million pounds in real terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as corporations essentially turn into content studios, collaborating with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube 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 over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Advertising spending on digital creator partnerships is increasing four times faster than total media spending. Across the United States, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives 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 the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”