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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline might not appear as an clear candidate for social media algorithms.

However, its rise as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, in which large companies are spending big on content creators and putting fewer resources into advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Currently, a wave of content from users have documented the product’s widespread use in “life hacks”.

Promoted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for creaky hinges. Users have even applied it to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, strategists within the corporation amplified the hacks by tasking their in-house experts with verification 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 lengthen scent duration and restore leather handbags. Proposals that it might whiten teeth or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to inform business strategy has been termed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

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

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Now it’s many conversations, diverse communities. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“Having your brand advocated by users, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations taking place in media consumption, with Gen Z and millennial audiences allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. 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, partnering with numerous influencers to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Marketing investment on the creator economy is rising at quadruple the rate than total media spending. Stateside, it has more than doubled since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”