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As a product discovered more than 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline may not seem like an clear candidate for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, in which large companies are spending big on content creators and putting fewer resources into marketing items 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 derivative of drilling. Now, a flood of amateur-created clips have chronicled its broad application in “life hacks”.

Hailed as a fix for dirty sneakers or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational 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 sensation of spicy food on lips were given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Proposals that it might whiten teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has helped convince executives to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without killing the party” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, many 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 consumers, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations occurring in how media is consumed, with younger consumers allocating more attention to digital networks than traditional TV, print, or radio.

The transition is visible in declines in traditional media advertising. Within the United Kingdom, ad revenues for major broadcasters have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as brands effectively act as media producers, linking up with numerous influencers to enhance their items.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also enables easier content adjustment to gauge performance.

The approach is growing. Promotional expenditure on the creator economy is increasing four times faster than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”