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As a product discovered over 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.

However, its rise 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 putting fewer resources into advertising goods in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have documented the product’s widespread use in “practical tricks”.

Hailed as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. Its use has even extended to stop the scourge of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational amplified the hacks 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 given the thumbs up. So too were ideas it could prolong perfume and restore leather handbags. Claims that it would brighten smiles or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to inform business strategy has been dubbed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Evolving With Audience Behavior

Selina Sykes, who is leading the online push, said the company was just evolving with contemporary approaches of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just broadcast out … Currently, it's countless discussions, diverse communities. The evolution of platform algorithms means that these communities feel niche, but they’re not.

“Ensuring your product is discussed by consumers, mentioned by individuals, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects profound shifts taking place in media consumption, with the youth demographic allocating more attention to digital networks than legacy broadcast and print media.

This change is evidenced by falling revenues for broadcast and newspaper ads. In the UK, ad revenues for major broadcasters have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a blurring of media roles as large companies almost become production houses themselves, partnering with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us audiences believe endorsements from the individuals they follow more than they trust ads. This is a persistent pattern.”

He added firms may also cut expenditures by focusing on influencers over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Marketing investment on the creator economy is increasing four times faster than the broader media sector. Across the United States, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

TV's Lasting Role

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”