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First identified more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an promotional upheaval, where major corporations are spending big on content creators and reducing expenditure on 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 derivative of drilling. Now, a flood of user-generated videos have documented the product’s widespread use in “everyday tips”.

It has been touted as a remedy for cleaning shoes or extending perfume longevity, and also a remedy for squeaky doors. Users have even applied it to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Proposals that it might bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. The company's chief executive, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is leading the online push, said the company was simply adapting to new ways of engaging audiences. She said engaging on social media “without dampening the fun” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by other people, talked about by other people, that fosters reliability and pertinence. Content makers are key. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates profound shifts happening in audience habits, with the youth demographic spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in falling revenues for broadcast and newspaper ads. In the UK, ad revenues for primary networks have declined by over six hundred million pounds 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, linking up with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to see what works.

The approach is growing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than total media spending. Across the United States, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still 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.”