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First identified more than 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline may not seem like an natural focus for social media algorithms.

Yet the brand’s emergence as a viral TikTok topic has thrust it into the lead of an promotional upheaval, where major corporations are investing heavily in content creators and reducing expenditure on promoting products in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a derivative of drilling. Today, a spree of user-generated videos have chronicled its broad application in “practical tricks”.

Promoted as a remedy for cleaning shoes or prolonging the scent of perfume, and also a remedy for noisy doorways. It has even been deployed to prevent the annoyance of chip seasoning clinging to fingers.

Harnessing the Hype

Spotting its digital renaissance, marketers at Unilever boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were validated. This was also the case for ideas it could prolong perfume and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

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 shape commercial tactics has been labeled “social listening”. The company's chief executive, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without dampening the fun” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors seismic changes occurring in how media is consumed, with the youth demographic spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

This change is evidenced by falling revenues for TV and print advertising. Across Britain, ad revenues for primary networks have fallen by more than £600m in actual value since the end of the last decade.

The Rise of the Creator Economy

Additionally, it points to a merging of functions as large companies almost become production houses themselves, partnering with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Many companies report to us consumers have more faith in suggestions from the personalities they subscribe to compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Promotional expenditure on the creator economy is growing fourfold quicker than the broader media sector. Stateside, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

TV's Lasting Role

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to drive countrywide discourse.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”