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Originally found more than 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline might not appear as an natural focus for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an promotional upheaval, seeing big businesses allocating substantial funds to content creators and devoting less capital to advertising goods in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Now, a flood of content from users have documented the product’s widespread use in “everyday tips”.

Promoted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for squeaky doors. Users have even applied it to stop the scourge of chip seasoning clinging to fingers.

Leveraging the Buzz

Detecting the product’s new life online, marketers at Unilever enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were validated. This was also the case for ideas it could extend fragrance and revive leather bags. Suggestions it could whiten teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. However, this online trend has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been labeled “social listening”. The company's chief executive, newly named, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

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

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a mass communication approach, where we would just send out ads … Now it’s many conversations, many communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by consumers, recommended by peers, this builds credibility and connection. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors profound shifts happening in audience habits, with Gen Z and millennial audiences spending more time on digital networks than traditional TV, print, or radio.

This change is evidenced by falling revenues for traditional media advertising. Across Britain, commercial funding for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as brands effectively act as media producers, partnering with hundreds of content creators to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to more than they trust ads. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

The approach is growing. Advertising spending on the creator economy is rising at quadruple the rate than the media industry overall. Across the United States, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

She added: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”