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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an natural focus for social media algorithms.

However, its rise as a TikTok talking point has placed it at the forefront of an promotional upheaval, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a derivative of drilling. Now, a flood of content from users have recorded its extensive utilization in “life hacks”.

It has been touted as a remedy for cleaning shoes or making fragrance last longer, as well as a fix for noisy doorways. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, executives at the multinational boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were confirmed. This was also the case for ideas it could extend fragrance and restore leather handbags. Suggestions it could whiten teeth or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

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

This observation of social channels to guide corporate planning has been dubbed “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without dampening the fun” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry 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. The shift of the algorithms means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by users, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences devoting greater hours to digital networks than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. In the UK, advertising income for major broadcasters have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a merging of functions as corporations essentially turn into content studios, linking up with a multitude of digital creators to promote their goods.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“A lot of brands are telling us consumers have more faith in suggestions from the creators they engage with more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to gauge performance.

The approach is growing. Marketing investment on digital creator partnerships is growing fourfold quicker than total media spending. Stateside, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, executives said they believed TV advertising still had a prominent role 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 major broadcast spectacles. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”