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Originally found over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has placed it at the forefront of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Now, a flood of amateur-created clips have documented the product’s widespread use in “life hacks”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, along with a cure for noisy doorways. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. Similarly supported were ideas it could extend fragrance and revive leather bags. Suggestions it could bleach teeth or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

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

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without killing the party” was crucial.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, various groups. 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 users, recommended by peers, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences spending more time on social media platforms than television, magazines or radio.

This change is evidenced by drops in broadcast and newspaper ads. Within the United Kingdom, commercial funding for primary networks have dropped substantially in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

This further signifies a merging of functions as large companies almost become production houses themselves, collaborating with hundreds of content creators to enhance their items.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to test effectiveness.

This strategy is expanding. Advertising spending on the creator economy is rising at quadruple the rate than the broader media sector. Across the United States, it has more than doubled since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to frame public debate.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”