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As a product discovered over 150 years ago on a Pennsylvania oilfield, the modest tin of Vaseline might not appear as an clear candidate for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has placed it at the forefront of an marketing transformation, where major corporations are spending big on content creators and devoting less capital to advertising goods in traditional media.

The Path from Petroleum to Platforms

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Now, a flood of content from users have recorded its extensive utilization in “life hacks”.

Hailed as a solution for polishing footwear or extending perfume longevity, as well as a fix for creaky hinges. Users have even applied it to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and providing creators with the outcome data.

Claims that Vaseline reduced the burn from hot food on the lips were confirmed. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could brighten smiles or make eyelashes longer were refuted.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. The company's chief executive, newly named, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without killing the party” was crucial.

“How do brands authentically become part of the conversation? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just send out ads … Now it’s many conversations, many communities. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Ensuring your product is discussed by other people, recommended by peers, that fosters reliability and pertinence. Creators are critical to that. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations taking place in media consumption, with the youth demographic allocating more attention to social media platforms than traditional TV, print, or radio.

This change is evidenced by declines in TV and print advertising. Across Britain, commercial funding for primary networks have dropped substantially in real terms since 2019.

The Creator Economy Boom

It also reflects a media convergence as corporations essentially turn into content studios, collaborating with numerous influencers to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us people trust recommendations from the individuals they follow over traditional advertisements. That’s a consistent trend.”

He noted companies can reduce costs by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Promotional expenditure on the creator economy is rising at quadruple the rate than total media spending. Across the United States, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”