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Originally found more than 150 years ago within a Pennsylvania drilling site, the humble pot of Vaseline could hardly be considered an natural focus for digital platform algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an marketing transformation, seeing big businesses allocating substantial funds to content creators and reducing expenditure on advertising goods in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Now, a flood of content from users have chronicled its broad application in “practical tricks”.

Promoted as a fix for dirty sneakers or prolonging the scent of perfume, as well as a fix for noisy doorways. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and revive leather bags. Proposals that it might brighten smiles or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. However, this online trend has helped convince executives to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend a full fifty percent of its huge ad budget on platform-based material.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just send out ads … Now it’s many conversations, various groups. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

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

A Revolutionary Change in Media

The strategy reflects profound shifts taking place in media consumption, with Gen Z and millennial audiences devoting greater hours to apps like TikTok and Instagram than legacy broadcast and print media.

The transition is visible in falling revenues for TV and print advertising. In the UK, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as corporations essentially turn into content studios, partnering with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention away from some legacy media and they’re spending a lot more time on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

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

This strategy is expanding. Advertising spending on the creator economy is rising at quadruple the rate than the broader media sector. Across the United States, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

The Enduring Power of Broadcast

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

The executive noted: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”