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First identified more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline might not appear as an natural focus for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an marketing transformation, in which large companies are investing heavily in content creators and reducing expenditure on promoting products in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a derivative of drilling. Now, a flood of amateur-created clips have recorded its extensive utilization in “life hacks”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for squeaky doors. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were validated. Similarly supported were ideas it could extend fragrance and restore leather handbags. Claims that it would bleach teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been termed “social listening”. The company's chief executive, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and talking about what they used.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Now it’s many conversations, various groups. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by consumers, talked about by other people, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations happening in audience habits, with the youth demographic spending more time on apps like TikTok and Instagram than television, magazines or radio.

The transition is visible in drops in TV and print advertising. Across Britain, advertising income 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 corporations essentially turn into content studios, partnering with a multitude of digital creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us people trust recommendations from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Advertising spending on digital creator partnerships 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.

TV's Lasting Role

Even with this transformation, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”