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As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline might not appear as an obvious target for social media algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, seeing big businesses investing heavily in content creators and devoting less capital to advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Today, a spree of content from users have chronicled its broad application in “practical tricks”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for creaky hinges. It has even been deployed to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the burn from hot food on the lips were confirmed. This was also the case for ideas it could prolong perfume and rejuvenate purses. Proposals that it might bleach teeth or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Fernando Fernández, newly named, has stated the intention is to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, 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 do brands authentically become part of the conversation? 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 send out ads … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by users, talked about by other people, that fosters reliability and pertinence. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The approach indicates profound shifts occurring in how media is consumed, with younger consumers devoting greater hours to digital networks than traditional TV, print, or radio.

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

The Rise of the Creator Economy

It also reflects a merging of functions as corporations essentially turn into content studios, linking up with hundreds of content creators 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 Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the creators they engage with more than they trust ads. This is a persistent pattern.”

He said brands could also save money by investing in creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Marketing investment on digital creator partnerships is increasing four times faster than the media industry overall. In the US, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

The executive noted: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”