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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an obvious target for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an promotional upheaval, where major corporations are allocating substantial funds to content creators and devoting less capital to advertising goods in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Today, a spree of content from users have chronicled its broad application in “everyday tips”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for creaky hinges. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

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

Suggestions that it lessened the sting of chili on the mouth were given the thumbs up. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Claims that it would bleach teeth or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to guide corporate planning has been termed “social listening”. The company's chief executive, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on digital creator content.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without dampening the fun” was essential.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a mass communication approach, where we would just transmit messages … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Having your brand advocated by users, talked about by other people, that fosters reliability and pertinence. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects profound shifts occurring in how media is consumed, with the youth demographic allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in declines in TV and print advertising. Within the United Kingdom, ad revenues for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as brands effectively act as media producers, collaborating with a multitude of digital creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers from conventional channels and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to more than they trust ads. This is a persistent pattern.”

He said brands could also save money 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 total media spending. In the US, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to frame public debate.

Sykes said: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”