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Originally found over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline may not seem like an obvious target for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in conventional outlets.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Currently, a wave of amateur-created clips have recorded its extensive utilization in “everyday tips”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for noisy doorways. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were validated. Similarly supported were ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or extend lashes were disproven.

The ‘Digital Ear’ Approach

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

This monitoring of online platforms to guide corporate planning has been labeled “social listening”. Fernando Fernández, newly named, has suggested it is aiming to spend 50% of its massive marketing spend 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 reaching consumers. She said interacting online “without spoiling the atmosphere” was paramount.

“How can companies join discussions credibly? This remains our core objective as brands, since the era of community gossip and talking about what they used.

“We are witnessing a departure from a broadcast model, where we would just transmit messages … Now it’s many conversations, various groups. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by consumers, talked about by other people, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations occurring in how media is consumed, with the youth demographic devoting greater hours to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in drops in TV and print advertising. In the UK, ad revenues for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

This further signifies a blurring of media roles as brands effectively act as media producers, collaborating with numerous influencers to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Many companies report to us audiences believe endorsements from the individuals they follow more than they trust ads. It's an ongoing shift.”

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

Such methods are increasing. Promotional expenditure on digital creator partnerships is growing fourfold quicker than total media spending. Across the United States, it has over doubled since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to shape the national conversation.

The executive noted: “Among the most effective advertising investments is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”