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Originally found more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an clear candidate for digital platform algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an marketing transformation, in which large companies are allocating substantial funds to content creators and putting fewer resources into marketing items in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers rubbing their skin with a residue from oil extraction. Currently, a wave of user-generated videos have documented the product’s widespread use in “everyday tips”.

It has been touted as a fix for dirty sneakers or making fragrance last longer, as well as a fix for creaky hinges. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation amplified the hacks by tasking their in-house experts with verification and providing creators with the outcome data.

Assertions that it diminished the burn from hot food on the lips were confirmed. This was also the case for ideas it could lengthen scent duration and revive leather bags. Claims that it would bleach teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has persuaded leaders to dramatically increase investment in content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Unilever's CEO, newly named, has suggested it is aiming to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without killing the party” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and talking about what they used.

“The trend is shifting from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, many communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Having your brand advocated by consumers, recommended by peers, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors seismic changes happening in audience habits, with younger consumers spending more time on social media platforms than television, magazines or radio.

The transition is visible in falling revenues for traditional media advertising. Within the United Kingdom, advertising income for leading TV channels have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as large companies almost become production houses themselves, linking up with numerous influencers to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to gauge performance.

This strategy is expanding. Promotional expenditure on the creator economy is increasing four times faster than total media spending. In the US, it has increased by over 100% since 2021 and is expected to hit tens of billions in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

She added: “Among the most effective advertising investments is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”