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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an natural focus for digital platform algorithms.

However, its rise as a popular subject on TikTok has thrust it into the lead of an marketing transformation, in which large companies are spending big on content creators and putting fewer resources into promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Currently, a wave of content from users have chronicled its broad application in “everyday tips”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, 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

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

Suggestions that it lessened the burn from hot food on the lips were validated. Similarly supported were ideas it could lengthen scent duration and restore leather handbags. Claims that it would bleach teeth or make eyelashes longer were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim 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 … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these groups seem specialized, yet they are vast.

“If you can make sure your brand is shared by other people, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Revolutionary Change in Media

This plan mirrors seismic changes occurring in how media is consumed, with Gen Z and millennial audiences spending more time on digital networks than television, magazines or radio.

The transition is visible in drops in broadcast and newspaper ads. In the UK, ad revenues for primary networks have dropped substantially in real terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as corporations essentially turn into content studios, partnering with numerous influencers to enhance their items.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the personalities they subscribe to 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 permits simpler message refinement 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 over doubled since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”