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As a product discovered over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an natural focus for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, where major corporations are spending big on content creators and devoting less capital to marketing items in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Now, a flood of user-generated videos have chronicled its broad application in “practical tricks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for squeaky doors. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Detecting the product’s new life online, strategists within the corporation enhanced the tricks by having their research teams evaluate the claims 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 extend fragrance and restore leather handbags. Claims that it would bleach teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has persuaded leaders to ramp up funding for content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. The company's chief executive, freshly instated, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, 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 killing the party” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by consumers, talked about by other people, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

The strategy reflects seismic changes taking place in media consumption, with younger consumers allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by declines in broadcast and newspaper ads. Within the United Kingdom, ad revenues for leading TV channels have dropped substantially in inflation-adjusted terms since 2019.

The Creator Economy Boom

This further signifies a media convergence as brands effectively act as media producers, linking up with a multitude of digital creators to promote their goods.

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 consumers have more faith in suggestions 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.

Such methods are increasing. Marketing investment on digital creator partnerships is growing fourfold quicker than total media spending. 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

Regardless of the massive shift, experts said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. 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.”