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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline could hardly be considered an natural focus for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, where major corporations are allocating substantial funds to content creators and devoting less capital to marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Today, a spree of user-generated videos have documented the product’s widespread use in “everyday tips”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for creaky hinges. It has even been deployed to combat the nuisance of snack dust adhering to hands.

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.

Claims that Vaseline reduced the sting of chili on the mouth were validated. This was also the case for ideas it could extend fragrance and rejuvenate purses. Suggestions it could brighten smiles or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of connecting with customers. She said engaging on social media “without killing the party” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and talking about what they used.

“There’s this moving away from a broadcast model, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by consumers, mentioned by individuals, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

This plan mirrors seismic changes taking place in media consumption, with younger consumers devoting greater hours to digital networks than legacy broadcast and print media.

This change is evidenced by falling revenues for TV and print advertising. In the UK, commercial funding for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, linking up with numerous influencers to promote their goods.

Leon Harlow said: “Obviously there’s a flow of audiences away from some legacy media and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us people trust recommendations from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Advertising spending on the creator economy is increasing four times faster than the media industry overall. Across the United States, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, executives said they believed TV advertising still had a prominent role 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: ‘Our relevance has faded.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”