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First identified over 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for social media algorithms.

Nonetheless, its ascent as a popular subject on TikTok has thrust it into the lead of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to marketing items in traditional media.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a residue from oil extraction. Currently, a wave of content from users have documented the product’s widespread use in “everyday tips”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, along with a cure for noisy doorways. Its use has even extended to combat the nuisance of chip seasoning clinging to fingers.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

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 prolong perfume and rejuvenate purses. Claims that it would brighten smiles or make eyelashes longer were refuted.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of engaging audiences. She said interacting online “without dampening the fun” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just transmit messages … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these groups seem specialized, however, they are large.

“Having your brand advocated by other people, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. We are expanding this endorsement system.”

A Seismic Media Shift

The approach indicates dramatic transformations happening in audience habits, with the youth demographic spending more time on social media platforms than legacy broadcast and print media.

The shift is reflected in drops in TV and print advertising. Across Britain, advertising income for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a media convergence as large companies almost become production houses themselves, collaborating with a multitude of digital creators to promote their goods.

Leon Harlow said: “Naturally, an exodus of attention away from some legacy media and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

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

He said brands could also save money by focusing on influencers over expensive broadcast campaigns, which also permits simpler message refinement to see what works.

The approach is growing. Promotional expenditure on the creator economy is increasing four times faster than the broader media sector. Across the United States, it has over doubled since 2021 and is expected to hit multi-billion dollar sums 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 drive countrywide discourse.

The executive noted: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”