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As a product discovered more than 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an obvious target for online content feeds.

However, its rise as a viral TikTok topic has placed it at the forefront of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Currently, a wave of content from users have recorded its extensive utilization in “life hacks”.

It has been touted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for squeaky doors. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, marketers at Unilever enhanced the tricks by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could prolong perfume and restore leather handbags. Proposals that it might brighten smiles or extend lashes 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 led decision-makers to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend a full fifty percent of its huge ad budget on digital creator content.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. 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 other people, recommended by peers, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

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

This change is evidenced by falling revenues for TV and print advertising. Across Britain, commercial funding for leading TV channels have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as brands effectively act as media producers, collaborating with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow more than they trust ads. It's an ongoing shift.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than total media spending. Stateside, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”