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Originally found more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an clear candidate for digital platform algorithms.

Nonetheless, its ascent as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, seeing big businesses investing heavily in content creators and putting fewer resources into marketing items in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have chronicled its broad application in “everyday tips”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for squeaky doors. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational boosted the tips by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the sting of chili on the mouth were validated. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Suggestions it could bleach teeth or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. The company's chief executive, newly named, has indicated the goal is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without dampening the fun” was crucial.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by users, recommended by peers, that fosters reliability and pertinence. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects profound shifts happening in audience habits, with younger consumers devoting greater hours to digital networks than traditional TV, print, or radio.

The shift is reflected in drops in traditional media advertising. Across Britain, advertising income for major broadcasters have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

The Rise of the Creator Economy

It also reflects a blurring of media roles as brands effectively act as media producers, collaborating with hundreds of content creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

The approach is growing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than the media industry overall. Stateside, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

Sykes said: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”