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First identified more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, seeing big businesses spending big on content creators and reducing expenditure on promoting products in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a byproduct of the drilling process. Today, a spree of user-generated videos have documented the product’s widespread use in “life hacks”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, as well as a fix for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the sting of chili on the mouth were confirmed. So too were ideas it could prolong perfume and revive leather bags. Proposals that it might bleach teeth or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just transmit messages … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by users, talked about by other people, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates seismic changes happening in audience habits, with younger consumers devoting greater hours to digital networks than legacy broadcast and print media.

The transition is visible in drops in traditional media advertising. In the UK, ad revenues for leading TV channels have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

It also reflects a blurring of media roles as corporations essentially turn into content studios, partnering with hundreds of content creators to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Marketing investment on digital creator partnerships is increasing four times faster than total media spending. Across the United States, it has more than doubled since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ The focus is on who seizes focus … There is undoubtedly a future for traditional media.”