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First identified more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline might not appear as an obvious target for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an marketing transformation, seeing big businesses investing heavily in content creators and putting fewer resources into advertising goods in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Currently, a wave of content from users have recorded its extensive utilization in “everyday tips”.

Promoted as a solution for polishing footwear or extending perfume longevity, as well as a fix for creaky hinges. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational amplified the hacks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were validated. So too were ideas it could extend fragrance and rejuvenate purses. Claims that it would brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend a full fifty percent of its huge ad budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and discussing household products.

“We are witnessing a departure from a broadcast model, where we would just send out ads … Now it’s many conversations, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by declines in broadcast and newspaper ads. Across Britain, advertising income for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as brands effectively act as media producers, partnering with a multitude of digital creators to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us people trust recommendations from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

This strategy is expanding. Promotional expenditure on the creator economy is rising at quadruple the rate than the broader media sector. Across the United States, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”