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First identified more than 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline may not seem like an clear candidate for social media algorithms.

However, its rise as a popular subject on TikTok has positioned it at the vanguard of an marketing transformation, seeing big businesses investing heavily in content creators and devoting less capital to promoting products in conventional outlets.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a residue from oil extraction. Today, a spree of content from users have recorded its extensive utilization in “life hacks”.

Promoted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for noisy doorways. Its use has even extended to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and revive leather bags. Claims that it would brighten smiles or extend lashes were debunked.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without dampening the fun” 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 sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Today, it's numerous dialogues, many communities. 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 users, recommended by peers, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The strategy reflects seismic changes occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to digital networks than traditional TV, print, or radio.

The shift is reflected in declines in TV and print advertising. Across Britain, advertising income for primary networks have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as brands effectively act as media producers, linking up 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 their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Marketing investment on the creator economy is increasing four times faster than the broader media sector. In the US, it has more than doubled since 2021 and is forecast to attain tens of billions in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives 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 major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”