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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an obvious target for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has positioned it at the vanguard of an marketing transformation, in which large companies are spending big on content creators and putting fewer resources into promoting products in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by scientist Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Today, a spree of amateur-created clips have chronicled its broad application in “life hacks”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for creaky hinges. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Suggestions that it lessened the burn from hot food on the lips were confirmed. This was also the case for ideas it could prolong perfume and rejuvenate purses. Suggestions it could brighten smiles or extend lashes 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 persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without killing the party” was essential.

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

“There’s this moving away from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, various groups. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

The approach indicates profound shifts taking place in media consumption, with younger consumers spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

The transition is visible in drops in broadcast and newspaper ads. In the UK, commercial funding for primary networks have dropped substantially in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as brands effectively act as media producers, linking up with numerous influencers 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.

“Many companies report to us audiences believe endorsements from the creators they engage with more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Advertising spending on influencer marketing is rising at quadruple the rate than the media industry overall. Across the United States, it has more than doubled since 2021 and is forecast to attain multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”