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Originally found more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an obvious target for digital platform algorithms.

However, its rise as a popular subject on TikTok has placed it at the forefront of an promotional upheaval, in which large companies are spending big on content creators and devoting less capital to advertising goods in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have documented the product’s widespread use in “life hacks”.

Hailed as a solution for polishing footwear or making fragrance last longer, along with a cure for creaky hinges. It has even been deployed to combat the nuisance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Noticing its viral resurgence, strategists within the corporation amplified the hacks by having their research teams evaluate the claims and providing creators with the outcome data.

Suggestions that it lessened the burn from hot food on the lips were confirmed. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Proposals that it might brighten smiles or lengthen eyelashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have dominated Unilever’s advertising drive. Yet this viral episode has helped convince executives to turbocharge spending on content creators.

This monitoring of online platforms to shape commercial tactics has been termed “social listening”. The company's chief executive, freshly instated, 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 spearheading the social media effort, said the company was just evolving with contemporary approaches of reaching consumers. She said engaging on social media “without killing the party” was crucial.

“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 talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Now it’s many conversations, many communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by consumers, recommended by peers, this builds credibility and connection. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The approach indicates seismic changes occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to digital networks than legacy broadcast and print media.

This change is evidenced by declines in traditional media advertising. In the UK, advertising income for major broadcasters have fallen by more than £600m in actual value since the end of the last decade.

The Creator Economy Boom

This further signifies a blurring of media roles as corporations essentially turn into content studios, partnering with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and their time is increasingly on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

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

He added firms may also cut expenditures by investing in creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Advertising spending on digital creator partnerships is increasing four times faster than total media spending. Across the United States, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

The Enduring Power of Broadcast

Despite the huge changes, executives said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to frame public debate.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. The issue isn't broadcasters claiming: ‘We are no longer pertinent.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”