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Originally found over 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an obvious target for social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an promotional upheaval, where major corporations are spending big on content creators and putting fewer resources into advertising goods in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of content from users have chronicled its broad application in “everyday tips”.

It has been touted as a solution for polishing footwear or making fragrance last longer, along with a cure 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, strategists within the corporation enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and restore leather handbags. Suggestions it could bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This tracking of digital spaces to inform business strategy has been labeled “social listening”. Fernando Fernández, newly named, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Evolving With Audience Behavior

A leading Unilever executive, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without killing the party” was essential.

“How can companies join discussions credibly? This remains our core objective as brands, dating to when neighbors chatted over fences and talking about what they used.

“We are witnessing a departure from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these groups seem specialized, however, they are large.

“Having your brand advocated by users, talked about by other people, this builds credibility and connection. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors seismic changes happening in audience habits, with Gen Z and millennial audiences spending more time on social media platforms than television, magazines or radio.

This change is evidenced by declines in traditional media advertising. Across Britain, commercial funding for primary networks have dropped substantially in actual value since the end of the last decade.

Influencer Marketing Expansion

Additionally, it points to a merging of functions as corporations essentially turn into content studios, partnering with hundreds of content creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Marketing investment on the creator economy is rising at quadruple the rate than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

Sykes said: “A top-tier ROI marketing event is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”