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Originally found more than 150 years ago in the oil fields of Pennsylvania, the humble pot of Vaseline may not seem like an clear candidate for social media algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an promotional upheaval, in which large companies are investing heavily in content creators and devoting less capital to promoting products in legacy broadcasters.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Currently, a wave of user-generated videos have recorded its extensive utilization in “everyday tips”.

Promoted as a solution for polishing footwear or making fragrance last longer, along with a cure for creaky hinges. Its use has even extended to stop the scourge of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, marketers at Unilever amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were validated. This was also the case for ideas it could lengthen scent duration and rejuvenate purses. Proposals that it might bleach teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to turbocharge spending on content creators.

This tracking of digital spaces to guide corporate planning has been termed “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend a full fifty percent of its huge ad budget on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “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 discussing household products.

“The trend is shifting from a broadcast model, where we would just transmit messages … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“If you can make sure your brand is shared by users, recommended by peers, this builds credibility and connection. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors profound shifts happening in audience habits, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The transition is visible in declines in broadcast and newspaper ads. Within the United Kingdom, commercial funding for leading TV channels have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

It also reflects a merging of functions as corporations essentially turn into content studios, linking up with numerous influencers to promote their goods.

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

“A lot of brands are telling us audiences believe endorsements from the creators they engage with compared to commercial messages. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to gauge performance.

This strategy is expanding. Marketing investment on the creator economy is increasing four times faster than the broader media sector. Stateside, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”