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Originally found over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an marketing transformation, where major corporations are investing heavily in content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Today, a spree of user-generated videos have recorded its extensive utilization in “everyday tips”.

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 snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, executives at the multinational boosted the tips by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the burn from hot food on the lips were given the thumbs up. So too were ideas it could extend fragrance and revive leather bags. Proposals that it might brighten smiles or extend lashes were disproven.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been labeled “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is spearheading the social media effort, said the company was simply adapting to new ways of engaging audiences. She said participating on platforms “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, many communities. The shift of the algorithms means that these communities feel niche, however, they are large.

“Having your brand advocated by users, recommended by peers, this builds credibility and connection. Creators are critical to that. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors seismic changes happening in audience habits, with younger consumers devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. In the UK, ad revenues for primary networks have declined by over six hundred million pounds in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a blurring of media roles as brands effectively act as media producers, linking up with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Naturally, an exodus of attention away from some legacy media and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

The approach is growing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than total media spending. Stateside, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

She added: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”