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Originally found more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an clear candidate for social media algorithms.

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

From Oil Rigs to Online Hacks

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers using on their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have chronicled its broad application in “practical tricks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for creaky hinges. 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, marketers at Unilever enhanced the tricks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were validated. This was also the case for ideas it could extend fragrance and restore leather handbags. Suggestions it could brighten smiles or lengthen eyelashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Unilever's CEO, newly named, has stated the intention is to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

Selina Sykes, who is leading the online push, said the company was merely adjusting to novel methods of engaging audiences. She said interacting online “without dampening the fun” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Now it’s many conversations, diverse communities. Changes in digital feeds means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by consumers, recommended by peers, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates seismic changes occurring in how media is consumed, with Gen Z and millennial audiences spending more time on digital networks than television, magazines or radio.

The transition is visible in declines in broadcast and newspaper ads. Within the United Kingdom, ad revenues for primary networks have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, partnering with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels 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 people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to see what works.

Such methods are increasing. Promotional expenditure on the creator economy is increasing four times faster than total media spending. Across the United States, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

The executive noted: “One of the highest return-on-investment media opportunities 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 … There is undoubtedly a future for traditional media.”